Landing Page Mistakes That Kill Conversions

If you’re getting clicks but not enquiries, it’s tempting to blame “the market.” In reality, most landing pages don’t convert because of a handful of fixable mistakes: unclear offer, weak proof, too much friction, or a page that’s slow and messy on mobile.

The quick diagnostic: traffic problem or conversion problem?

Before you rewrite anything, answer this:

• If you’re not getting clicks: you have a traffic problem (SEO, ads, targeting, or visibility).
• If you’re getting clicks but no leads: you have a conversion problem (page clarity, trust, friction, speed).

This post is for the second scenario: you have attention, but the page isn’t earning the action.

Mistake #1: Too many goals (multiple CTAs, multiple offers)

A landing page should feel like a straight line. When the visitor is offered “Call,” “Email,” “Download,” “Browse services,” “Read the blog,” and “Get a quote” all at once, they often do… nothing.

Fix: pick one primary CTA (book, call, request a quote). Everything else becomes supporting information.

Mistake #2: A generic headline

“Welcome to our website” and “Quality service you can trust” are invisible. Halifax visitors are scanning fast. Your headline needs to confirm three things immediately: what you do, who it’s for, and what happens next.

• Bad: “Professional Services in Halifax”
• Better: “Halifax landing pages built to turn traffic into leads (fast, mobile-first, tracking-ready)”

Mistake #3: No proof (or proof buried at the bottom)

People don’t convert when they can’t trust the outcome. Proof can be reviews, results, years of experience, recognizable clients, certifications, or a clear portfolio. The mistake is hiding it.

Fix: add a “trust stack” near the top: 2–3 proof bullets, a short testimonial, or a small grid of credibility signals.

Mistake #4: Slow on mobile

Most local traffic is mobile. If your page takes too long to load or shifts around while loading, the visitor bounces. You might not notice on your desktop internet, but your visitors do.

Fix: simplify the page: fewer heavy images, fewer sliders, fewer animations, less bloat. A clean page that loads fast will often outperform a “fancy” page.

Mistake #5: Form friction (too long, too early, too scary)

Long forms aren’t automatically bad, but they are expensive. Every extra field is a reason to quit. The biggest offenders: phone number required, too many dropdowns, and open-ended “tell us everything” boxes before trust is built.

• Fix: start with 3–5 fields max (name, email, phone optional, service, short message).
• Fix: add expectation-setting (“We reply within 1 business day”).
• Fix: offer click-to-call on mobile if it fits your business.

Mistake #6: Weak CTA (unclear next step)

“Submit” is not a CTA. Your CTA should describe the outcome: “Request a quote,” “Book a call,” “Get pricing,” “Check availability.”

Fix: pair the CTA with a micro-promise: “2–3 questions, then we’ll recommend the next step.”

Mistake #7: No tracking (you can’t tell what’s working)

If you can’t measure form submissions, calls, or bookings, you can’t improve the page. You’ll end up guessing and changing the wrong thing.

• Fix: track form submissions (thank-you page or event tracking).
• Fix: track click-to-call taps on mobile.
• Fix: track the source (UTMs) if you’re running campaigns.

Mistake #8: The design distracts instead of clarifies

Landing page design isn’t “make it pretty.” It’s make it easy. Too many font styles, cramped spacing, low-contrast text, and busy backgrounds make visitors work harder than they should.

Fix: clean typography, obvious section breaks, short paragraphs, and strong visual hierarchy. The page should scan well in 10 seconds.

Mistake #9: The page isn’t connected to the site (trust + internal links)

Even conversion pages need context. If your landing page feels isolated or suspicious, people hesitate. A couple of strategic links can increase trust without turning the page into a navigation maze.

A simple fix-first priority list (what to tackle in order)

1. Clarify the offer + tighten the headline (message match).
2. Pick one primary CTA and remove competing actions.
3. Add proof near the top (trust stack).
4. Fix mobile layout + speed (remove bloat).
5. Reduce form friction and set expectations.
6. Add tracking so improvements are measurable.

Next step

If you want a landing page that’s built to convert (clear offer, clean layout, mobile-first, tracking-ready), start here: Landing Page Design Halifax. You’ll get a focused page that supports your local structure instead of fighting it.