Your ads might be perfect but if your landing page is wrong, you're burning money. Avoid these common errors.
Your landing page is where ad clicks become leads or bounces. Even the best-optimised Google Ads campaign will fail if the landing page doesn't convert. Here are seven mistakes we see repeatedly on UK service business landing pages.
Mistake 1: headline mismatch. If your ad says 'Emergency Plumber Manchester' but your landing page headline says 'Welcome to Smith Plumbing Services', you've broken the promise. The landing page headline must echo the ad that brought the visitor there. Mistake 2: no phone number above the fold. If mobile visitors can't see your number without scrolling, you're losing calls.
Mistake 3: slow loading speed. Every second of load time costs you conversions. Mistake 4: too many navigation options. Landing pages should have one goal - generating an enquiry. Remove your main website navigation to eliminate distractions and keep visitors focused on your CTA.
Mistake 5: no social proof visible immediately. Reviews and trust badges need to be above the fold, not buried at the bottom. Mistake 6: asking for too much information in your form. Name and phone number are sufficient for an initial enquiry. Mistake 7: no mobile optimisation. If your landing page isn't designed for mobile first, you're losing the majority of your potential leads.