We've audited hundreds of landing pages. The same five mistakes show up on almost all of them — regardless of industry, budget, or how good the design looks.
1. Too many competing calls to action
A landing page with five different links to five different places isn't a landing page — it's a menu. Every additional choice reduces the odds any single one gets clicked. One goal, one dominant CTA, repeated.
2. Burying the value proposition below the fold
If a visitor can't tell what you do and why it matters within three seconds of landing, they're gone. Your headline and subheadline should do this job alone, without scrolling.
3. Forms that ask for too much, too soon
Every additional form field measurably reduces completion rate. Ask for the minimum you need to follow up — you can collect the rest later in the sales process.
4. No real urgency or specificity
"Contact us today" convinces no one. Specific, credible urgency — limited availability, a real deadline, a concrete number — converts far better than generic encouragement.
5. Never actually testing anything
The single biggest mistake: shipping a page once and never revisiting it. Conversion rate is a compounding asset. A structured testing program, even a slow one, consistently outperforms a "perfect" page that never changes.
Fixing this is what Landing Pages & CRO is built for
None of these fixes require a redesign. They require a structured audit and a testing roadmap — which is exactly where most conversion rate gains actually come from.