People treat landing pages like potions. They mix together buttons, headlines, and the odd testimonial, then hope for the best.
“Why isn’t it working?” they ask. Probably because what they’ve brewed isn’t a page. It’s a mess.
Let’s be honest. Most SEO landing pages are built to tick boxes, not to help real people. They’re stuffed with empty phrases, stock photos of handshakes, and bullet points that say things like “cutting-edge solutions for modern challenges.”
No one talks like that. Not even wizards.
And if a page doesn’t feel like it was written by someone who understands what it’s for, it won’t work. Google won’t care. People won’t click. And the only conversions you’ll get will be people turning into back-button acrobats.
What a Landing Page Is Actually For
It’s not for showing off. It’s not for winning design awards.
It’s there to do one job:
Get the right search marketing consultancy to take the next step.
That could mean filling in a form.
Calling a number.
Clicking a button.
Buying something.
The “right” person matters here. You’re not trying to please everyone. You’re trying to help the one who needs what you offer and is ready to move.
Everything else is decoration.
The Common Mistakes (Or: What Not to Do)
Writing for Google and forgetting humans
Yes, SEO matters. But if your headline sounds like you’re trying to summon the Algorithm rather than a customer, you’ve gone too far.
“Expert plumbing solutions for residential, domestic, and housing water systems in West Midlands area.”
No one says that. Try this instead:
“Need a plumber in West Midlands? Fast callouts and fair prices.”
Google’s not stupid. It can read normal sentences. And people like them more.
Hiding what you do
You’ve got three seconds before someone clicks away. Don’t waste it on a slogan.
“Shaping tomorrow with you.”
What does that even mean? Are you a sculptor? A time traveller?
Say what you do. Right at the top. In plain English. You’re not writing poetry. You’re selling something.
Making people scroll for the contact details
If someone wants to phone you, don’t make them hunt for it. Put the number at the top. Big. Clickable. Easy.
And yes, that includes mobile users with fat thumbs.
What Works (And Why It Works)
A Headline That Says Something Useful
Not clever. Not cute. Just clear.
Tell people what you offer and where you offer it.
“Local Roof Repairs in Croydon – Fast, Reliable, Guaranteed”
Yes, it’s plain. But it works.
A Short Bit of Copy That Builds Trust
Tell them what makes you worth calling.
Not your mission. Not your journey. Just a line or two that shows you’re not a cowboy in a white van with a dodgy logo.
“We’ve been fixing roofs in Croydon for 15 years. No call-out charges. No nonsense.”
That’s it. That’s all it needs.
One Clear Thing to Do Next
Don’t give people five buttons. Give them one.
“Call now”
“Book your free quote”
“Get your price in 60 seconds”
Make it obvious. Make it easy. Don’t hide it at the bottom or stick it halfway down a scrolling slideshow with ducks in the background.
Something to Back You Up
Reviews. Photos. A few honest words from someone who used your service and didn’t regret it.
Not fake praise from “John S.” with a stock image of a man in a suit. Real people. Real quotes. Bonus points if they mention what you did and where.
SEO Without the Rubbish
Yes, your page should include keywords.
But if it’s stuffed like a turkey, it’s going to flop.
Use the words people actually search for.
Mention your location.
Talk about your service.
Use headlines and subheadings that make sense.
And don’t write for an imaginary Google bot that likes riddles and riddled paragraphs.
The Truth Most Agencies Won’t Say
You don’t need 20 pages.
You don’t need a new brand voice.
You don’t need to pay a freelance SEO copywriter £1,200 to write about “seamless workflows” and “innovative synergies.”
You just need to say what you do, where you do it, why it works, and how someone can get it.
That’s the sauce. It’s not secret.
It’s just ignored because it doesn’t sound clever in a pitch deck.
