Bottleneck 02 · Conversion
Getting clicks but no bookings?
Traffic is rarely the whole problem. Usually the page asks the visitor to work something out, or to do three things at once — so they do the easiest thing instead, and leave.
What it costs
Traffic isn't free. Neither is a page that wastes it.
If a hundred people land and two book, you paid for the other ninety-eight as well. The page is where the leak is, and it is almost always the cheapest part of the funnel to fix — long before budgets go up.
What it looks like
You'll recognise at least two of these.
- 01
Ads point at the homepage, so visitors have to guess which link is the offer.
- 02
The promise is buried below the fold, or written for the business instead of the buyer.
- 03
People phone in, or message, or leave — anything except the one action you wanted.
- 04
Nobody can say which page, ad or form actually produced the booking.
How we fix it
Three moves, in this order.
Start with the biggest bottleneck. Agree the scope, build the fix, then hand over a working system — with clear responsibilities at every step.
- 01Step
Read the funnel
We look at where visitors drop off, what the ads promise, and what the page asks for in return.
- Drop-off, page by page
- Ad promise versus page promise
- The one action the page must earn
- 02Step
Rebuild around one action
One offer, one proof, one button. Copy written for the buyer — short, specific, no cleverness.
- A single primary action
- Proof placed where doubt appears
- A mobile-first build that loads fast
- 03Step
Test the winners
Real traffic decides. We change one thing at a time and keep what earns bookings.
- Tests measured on booked calls
- Losers cut, not defended
- The winning page becomes the template
What changes
The week after launch.
- A landing page built for a single action.
- Bookings instead of 'send us a message'.
- Ad and page copy that say the same thing.
- A clear line from click to booked call.
Straight answers
The questions this one always raises.
We can usually tell within a week: same traffic, a different page. If the new page converts, the ads were fine all along — and the budget was being spent in the wrong place.
Only if the funnel needs it. Most of the time one landing page per offer does the heavy lifting, and the rest of the site can wait.
Evidence first. Sessions, drop-off points, the words people actually use on calls. Then one change at a time, measured on booked calls.
Whatever you say it is — agreed in writing before launch, so the page and the ads chase the same person.
Next step
One bottleneck. A clear way forward.
Tell us where work gets stuck. We'll agree what to fix first, what it includes and what it costs — before anything is built.