Most businesses obsess over one thing when it comes to digital marketing: traffic. How many people are coming to our website? How can we get more clicks? Should we boost that post again?
If your digital campaigns are driving traffic but not delivering results, it’s time to stop blaming the algorithm and start looking at your landing pages.
Traffic doesn’t equal conversions. You can have the best-performing ad in your industry, but if the page it leads to falls flat, you’re losing people at the exact moment you should be winning them.
We’ve noticed a trend: Lots of effort going into digital ad creative while landing pages are treated as an afterthought.
What Makes a Landing Page Work?
A high-converting landing page isn’t just another web page. It’s a focused space built for a single purpose: to turn a visitor into a lead, customer or donor. Here’s how the best ones do it:
1. They stay focused.
Your landing page should have one clear goal and one clear action. Want them to sign up? Download something? Book a call? Say it once, say it boldly and remove everything that doesn’t support that outcome.
2. They match the message.
If your ad or social post promises a free guide or demo, your landing page must deliver exactly that — not a generic welcome or company pitch. Consistency from the ad creative to the landing page builds trust and improves conversion rates.
3. They eliminate friction.
Long forms, vague copy or slow load times all create drop-off points. Good landing pages are simple, scannable and mobile-friendly. Make it easy for people to say yes.
4. They build trust fast.
You’ve only got a few seconds to convince someone to act. Include testimonials, recognizable logos, stats or a short benefit list that backs up your offer and reduces hesitation.
More Traffic Isn’t the Solution
The next time your ads aren’t performing like you’d hoped, look at your landing page. Is it as compelling as the ads you invested time and energy into creating?
Ask yourself:
- Does this page speak directly to the visitor’s intent?
- Is the action obvious and easy to take?
- Does it feel on brand while being clear, credible and compelling?
If not, you don’t need more traffic. You need a better page.
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At Bark, we build landing pages that turn clicks into clients. Ready to make your pages work harder? Reach out to us to us today.
