Find out why visitors leave the page your ads paid for.

Message match: does the page say what the ad promised?

Someone clicked 'Emergency AC Repair, Same-Day Service in Greenville.' If the page headline says 'Welcome to Smith Heating & Cooling,' a third of them leave in the first five seconds. The headline should repeat the offer, the service, and the place. We pull your actual ad from Google's Ads Transparency Center and compare, headline to headline.

Sending ad traffic to the homepage instead of a dedicated page typically cuts conversion rate by more than half.

The phone number and the first screen on a phone

Around 70% of home service ad clicks happen on a phone, and most of those people would rather call than fill out a form. The number should be tappable, visible without scrolling, and tracked. We load your page on a phone and screenshot exactly what the visitor sees first.

If the first screen is a hero image and a hamburger menu, the page is losing calls to the back button.

Load speed on mobile

The average home service landing page takes 9 to 10 seconds to render its main content on a phone. Pages under 2.5 seconds convert at roughly three times the rate of pages over 4.5. We run Core Web Vitals and show you which image or script is the problem; it is almost always one oversized hero image.

This is the cheapest fix on the list and the one most often ignored.

Trust in the first scroll

Reviews with names and job types, a license number, years in business, real photos of the crew, a guarantee. Not stock photos of handshakes. We check whether proof appears before the first ask, and whether it's specific enough to believe. '5.0 on Google, 112 reviews' beats 'Trusted by thousands' every time.

Pages with a review snippet near the form consistently outperform pages with reviews buried at the bottom.

One job per page, one ask

Pages with five CTAs convert worse than pages with one. A landing page should have a single conversion action (call or short form) repeated two or three times, and no navigation menu offering twelve other places to go. Removing the nav alone has doubled conversion rates in published tests.

If the page is trying to sell all eight services you offer, it's a homepage, and it should be treated as one.

The form itself

Name, phone, what's going on. Three fields. Every additional field costs leads, and 'preferred appointment time' or 'how did you hear about us' belongs in the follow-up call, not the form. We also test what happens after submit: the confirmation, the auto-reply, and how long until a human responds.

A form that takes 7pm submissions and replies at 10am has already lost the urgent jobs.

What's below the fold, and whether it answers objections

Price anxiety, 'are they licensed,' 'do they serve my area,' 'how fast can they come.' The page should answer each, briefly, in the order a nervous homeowner would ask. We look for service area named explicitly, a 'what to expect' section, and a short FAQ.

Length isn't the problem; irrelevance is. A long page that answers the right questions beats a short one that doesn't.

Tracking: can you even tell if it's working?

A third of the ad accounts we audit can't attribute phone calls to the page. Without call tracking and form conversion events, you'll judge the page on form fills alone and conclude it's failing when the phone is ringing. We check that both are measured before we grade the page.

If tracking is missing, that becomes fix number one, ahead of everything above.

Why is my landing page not converting?

Most often: the page doesn't match the ad, the phone number isn't prominent on mobile, the page loads slowly, there's no proof above the fold, or there are too many things to click. The teardown identifies which of those applies to your page and what to fix first.

What is a good landing page conversion rate for a home service business?

A homepage receiving ad traffic usually converts at 2% to 4%. A dedicated service landing page should hit 8% to 12%, and the best pages in competitive trades exceed 15%. If you're below 5% on paid traffic, there's a specific, fixable reason.

Should I send Google Ads traffic to my homepage?

No. A homepage is built to serve every visitor; a landing page is built to serve the person who clicked one specific ad. Dedicated pages typically convert at two to three times the rate of the homepage for the same traffic.

How many form fields should a landing page have?

Three: name, phone, and a short description of the problem. Each extra field reduces submissions. Ask the rest on the call.

What is a landing page teardown?

A recorded review of one page where we walk through what's working, what's losing leads, and what to change, in priority order. Ours is 10 to 15 minutes, specific to your page, and free.

What do you need from me for the teardown?

The URL of the page, what traffic goes to it (Google Ads, Meta, LSAs, email), and what counts as a conversion for you. If you can share the ad that points to it, we'll check message match directly.

How does page speed affect conversions?

Steeply. Published tests show pages that render in under 2.5 seconds convert at roughly three times the rate of pages over 4.5 seconds, and more than half of mobile visitors abandon a page that takes over three seconds. One oversized hero image is usually the culprit.

What should I fix first after the teardown?

Tracking, if it's missing. Then the first mobile screen: headline matching the ad, tappable phone number, one piece of proof. Those three usually move conversion rate more than a redesign would.

Can I do a landing page audit myself?

Yes, with the eight-point list above and a phone in your hand. The value of a second set of eyes is that you've stopped seeing your own page the way a stranger does. That's why we record it: you watch someone encounter the page for the first time.

Will you redesign the page for me?

Not as part of the teardown. The recording and the priority list are yours to act on with whoever you like. If you'd rather we build it, our pricing is public.