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LANDING PAGE OPTIMISATION
You are paying for clicks. Visitors are arriving. But your conversion rate does not reflect what you are spending. Before you increase budget or rebuild your site, we audit your existing page, fix the gaps ranked by revenue impact, and test what actually moves the needle.
Find out what your page is costing you in missed conversions
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/ This is for you if
The business where ads are profitable but not as profitable as they should be: Your Google Ads or Meta campaigns are generating leads, but your CPA is higher than your target. You have tested audiences and ad creative. The page has not been formally audited. The gap between your current CPA and your target CPA is likely sitting in the page.
The business with a mobile performance problem: Australian mobile traffic share exceeds 65% for most service categories. Your page was built and reviewed on desktop. On mobile, it loads slowly, the layout compresses poorly, and the form requires too much scrolling. Your mobile conversion rate is a fraction of your desktop rate, and you are losing the majority of your paid traffic at the point it counts.
The business that wants to scale ad spend but is not confident the page will hold: You are planning to increase your monthly ad budget. Before you do, you want to know the page can handle higher traffic volumes and will convert at an acceptable rate. Sending more traffic to a page that converts at 1.5% when the industry benchmark is 3–4% compounds the cost of every click you buy.
/ What's broken
Your ad headline and your page headline are saying different things. A visitor who clicked an ad promising "same-day plumber in Melbourne" arrives on a page headlined "Professional Plumbing Services." The specificity of the ad promise is not matched on the page. That mismatch creates doubt and doubt creates bounce. Above-fold copy needs to mirror the exact promise that drove the click.
Australian consumers make trust decisions quickly. Google star ratings, review counts, case study results, and recognisable client logos are among the highest-performing trust signals available — but they are positioned below the service description, below the form, and below the fold. A visitor who bounces before scrolling never sees them. Trust signals need to be present in the first viewport.
Forms with more than four fields have measurably higher abandonment rates. Date-picker fields, dropdown menus with too many options, and required fields that serve the business rather than qualifying the lead all add friction at the most critical conversion point. We reduce forms to their functional minimum and test the result.
The page competes with itself — a sticky header CTA, a mid-page button, a phone number in the footer, and a form. When every element is treated as a primary action, visitors default to none of them. One dominant CTA, repeated at two or three key scroll positions, consistently outperforms pages that offer too many parallel choices.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We map your active ad copy — headlines, descriptions, extensions — against your landing page headline, subheadline, and CTA. Where the promise in the ad is not reflected in the above-fold page copy, we rewrite it. This is typically the highest-impact single change available on any landing page.
We identify your strongest proof assets — Google review score, case study result, client name — and move them to the first viewport. We restructure the proof section so that trust is visible before the visitor decides whether to engage with the page further. Where proof assets are weak or absent, we identify exactly what you need to collect.
We audit every action element on the page and reduce them to a single primary CTA with one supporting option. We test button copy (specific vs. generic), button colour contrast, and placement at key scroll positions including above the fold, at mid-page, and at the bottom of the form.
We review your form for field count, label clarity, input type appropriateness for mobile (number keyboards for phone fields, etc.), error message specificity, and submit button copy. We test the minimum viable field set and review the post-submit experience — confirmation page, redirect, or thank-you message — because the conversion does not end at the click.
We audit Core Web Vitals — Largest Contentful Paint, Cumulative Layout Shift, and Interaction to Next Paint — against Google's thresholds. We identify and fix the issues causing mobile visitors to abandon before the page loads: unoptimised images, render-blocking scripts, layout shifts, and oversized DOM elements. We review the mobile layout separately from desktop to ensure tap target sizing, font legibility, and CTA visibility are correct at the 390px viewport.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyLanding page optimisation makes targeted changes to a page that already exists and already receives traffic. A redesign replaces the page entirely, which takes longer, costs more, and delays the point at which you start seeing conversion improvement. Optimisation works faster because traffic is already flowing to the existing page and every change can be tested immediately.
Statistical significance at a 95% confidence level typically requires a minimum of 100 conversions per variant — so 200 conversions total for a two-variant test. For a page converting at 2%, that requires approximately 10,000 visitors. Below that threshold, we implement changes and measure direction of movement rather than running formal significance testing.
Google review scores and review counts are among the highest-performing trust signals for Australian service businesses. Pages that display a verified star rating (4.7+ stars with a visible review count) above the fold consistently outperform pages that position reviews lower on the page. The effect is strongest on mobile, where visitors make trust decisions faster.
We work with pages built on WordPress, Webflow, Squarespace, Unbounce, and custom HTML/CSS. We can also work with Shopify landing pages for DTC campaigns. If your stack is not listed here, tell us what you are using and we will confirm compatibility before the audit begins.
Quality Score measures ad relevance, expected CTR, and landing page experience as Google assesses it — primarily for keyword relevance and load speed. It does not measure conversion rate, CTA clarity, proof placement, form friction, or mobile layout quality. A page can have a Quality Score of 8/10 and still convert at well below its potential.
Start here
Share your landing page URL and we will audit it across five conversion areas — message match, proof placement, CTA hierarchy, form UX, and mobile performance. You will receive a written brief of what we find and which changes we recommend making first.
info@ignitednepal.comIgnited Nepal
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