Your Ads Aren’t Failing — Your Landing Pages Are 

Your ads are getting clicks. People are showing up. Interested. Curious. Ready. 

Then—poof. They vanish. 

It’s not the ads (although we could talk about those too). It’s where you’re sending them. Yep—your landing page is throwing a cold, soggy towel on the hot spark your ad just lit. 

We’ve seen this again and again. Brands spending thousands on clever, cheeky, beautifully targeted ads—only to send people to the digital equivalent of a lukewarm cuppa and an awkward silence. A page that loads like it’s on dial-up. Copy that waffles. Design that confuses. A call to action buried under ten paragraphs of buzzwords. 

And guess what? That’s where your conversions go to die.

Your Landing Page Isn’t a Bonus Feature. It Is the Experience. 

Let’s stop pretending a landing page is just the next step. It’s the step. The place where someone decides if you’re the real deal or another one of those “disruptive innovators” who says a lot and says nothing. 

It’s where a spark becomes a signup. A click becomes a client. A maybe becomes a YES. 

So, if your page isn’t earning that yes—then yeah, it’s the problem.

So... What’s Going Wrong? 

First: the disconnect. Your ad promises clarity, ease, results. The landing page responds with... "Flexible scalable solutions for evolving verticals." Oh dear. 

You made them care. Now you’re making them scroll. Think. Work. 

Second: you’ve forgotten they’re human. They’re probably on their phone. They’ve got 14 tabs open. The dog just barked. Their coffee went cold. They don’t have time to decode your value prop. 

Third: your form. It’s asking for blood type and LinkedIn connections. Chill. 

The Top-to-Bottom Disconnect 

Your ad sings. It speaks to pain. It teases a solution. It says: "Hey, we get you." 

And then... they land. And it’s like walking into the wrong room at a party. No one greets them. The music’s weird. The vibe? Off. 

They bounce. And your analytics say, "high traffic, low conversion". So, you spend more on ads. 

Mate. Stop that. 

Fix. The. Page.

People Want Clarity, Not Cleverness 

You know who loves clever copy? Copywriters. You know what converts? Clarity. Simplicity. Something that makes the brain go: "Oh yes. This is for me." 

Example? We helped a client swap "empower operational productivity" for "get more done, with less faff". Conversions went up by 42%. 

It’s not magic. It’s message. 

Bad Pages Cost More Than Money 

Every drop-off is a missed sale. But also? It chips away at trust. People feel misled. Even if your ad wasn’t deceptive—your follow-through fell flat. 

And in a world where brand experience is everything, that disconnect can mean someone never comes back. Or worse, tells others not to bother.

Let’s Talk About UltimateCRM (Because It Changes the Game) 

Most CRMs are built for salespeople. UltimateCRM is built for marketers who want to actually market. 

It tracks which ad brought someone in. What they clicked. How they behaved. So your landing page doesn’t sit in isolation—it’s part of a full, deliciously joined-up experience. 

And when sales get the lead? They know the whole backstory. The message that worked. The offer that hooked. The vibe that clicked. 

That’s how you go from click to close. 

But Wait—Let’s Back Up. What Makes a Landing Page Actually Work? 

Here’s what we know works (and we’ve got the data to back it): 

• A headline that speaks directly to the reader’s problem.

• Copy that’s short, sharp, and self-aware.

• A form that doesn’t feel like a tax return.

• Mobile-friendly design. (Yes. Really.)

• Social proof that feels real, not rehearsed.

• And a single, clear, obvious action. Don’t ask them to choose their own adventure. Lead them.

  ---

  Common Mistakes We See Every Week 

• Headlines that try too hard to be clever, not clear.

• Buttons that say "submit" (ugh) instead of something that drives action.

• Pages that are trying to do too much. Pick one goal. Serve it.

• Copy written for stakeholders, not the actual customer.

• No follow-up journey. The page is a dead end, not a beginning.

Landing Pages Are Brand Pages 

Here’s the bit most people forget: your landing page is your brand, in that moment. It’s how people decide if they trust you. If you get them. If you’re worth their details, their time, their attention. 

You could have a gorgeous homepage and a hilarious ad—but if the landing page stinks, the brand takes the hit. 

It’s not just about “conversion rate optimisation.” It’s about emotional consistency. It’s about vibes. (Yes, we said it.) 

Sales Teams Deserve Better Too 

Ever been handed a lead with no context? It’s like being told to sell a mystery box. 

UltimateCRM connects the dots. It says: this person clicked this ad, came to this page, read this offer. So now your sales team can show up informed, helpful, and ready to close. 

It turns guesswork into guidance. Awkward follow-ups into natural next steps. And cold leads into warm conversations. 

You Don’t Need a Redesign. You Need a Rethink. 

Before you commission that fancy new site... review the journey. 

Does the ad match the landing page? 
Does the message continue? 
Does the tone align? 
Does the CTA make sense? 

It’s not about making it pretty. It’s about making it work.

Here’s What Happened When We Got This Right 

One of our clients—a B2B SaaS brand—had brilliant ads but was bleeding leads. We looked at the page. It was all buzzwords and long paragraphs. Nothing human. Nothing helpful. 

We rewrote the copy to sound like the actual founder. We simplified the offer. Cut the form fields. Switched the image to a real customer. 

Boom: 3x conversions. And way fewer “just looking” leads. 

Landing Pages Set the Tone for What Comes Next 

Great pages don’t just convert. They prepare people. They set expectations. They warm people up to say yes to your email, your call, your offer. 

And when that next step happens? It feels like a continuation, not a shift. That’s when you know your funnel’s tight. Seamless. Effective.

Don’t Just Tell Them—Show Them (With Social Proof That Doesn’t Stink) 

A testimonial isn’t a trophy. It’s a nudge. It says, “Look, you’re not alone in trusting us.” But only if it feels genuine. 

You know the type: “Great service!” —John. That’s not helping anyone. It’s wallpaper. 

Instead, drop in a quote that speaks to the pain. Shows the result. “I clicked the ad expecting fluff. The landing page gave me everything I needed to book immediately.” That’s the good stuff. 

Better still? Use real faces. Real names. Even better better? Video. When your landing page includes authentic proof that your offer works, it builds instant credibility.

Why Micro-Copy = Mega Impact 

The tiniest bits of text can make or break the moment. 

That little line under your CTA? “No spam, ever.” Reassuring. 

The error message when someone misses a form field? “Oops, forgot your email—don’t worry, we’ve all done it.” Human. 

Even your button text matters. “Submit” is a shrug. “Get my free trial” is momentum. “Let’s do this” is confidence. 

Micro-copy is where personality lives. It’s what makes your brand sound like someone people want to work with—not a robot built by committee.

Myth-Busting: Quickfire Fixes for Bad Landing Page Thinking 

• “People don’t read.” Actually, they scan. Give them headlines that earn attention and body copy that rewards it.

• “We need to say everything at once.” No. You need to say the right thing right now. The rest can wait.

• “Long pages don’t convert.” They do—if the copy earns the scroll.

• “We can’t change it, it’s signed off.” Good. Then let the numbers sign it back on.
   

Don’t let outdated ideas block a brilliant result. Your page should evolve as fast as your audience does. 

Bonus Tip: Use Heatmaps to Spy on Attention (In a Totally Ethical Way) 

Want to know where people are actually looking? Heatmaps are your friend. They show you where users hover, where they scroll, and what they completely ignore. It’s like getting a behind-the-scenes peek at their behaviour—without bugging their webcam. 

We’ve seen clients move a CTA 200 pixels up the page and double their conversions. Why? Because that’s where the eyeballs were. And that’s where the click happens. 

If you’re not using tools like Hotjar or Crazy Egg, you’re missing the chance to back up your gut feeling with actual data. And in marketing, that’s the difference between guessing and growing.

📌 Stop letting good ads go to waste. Book your FREE landing page consultation. We’ll audit your funnel, review your pages, and help you turn more clicks into customers—without wasting your ad spend.