Landing pages are the digital equivalent of a salesperson’s closing pitch. For Australian small businesses, driving traffic via Google Ads or social media is only half the battle; if your landing page doesn't convert that traffic into enquiries or sales, you are essentially throwing your marketing budget down the Brisbane River. Optimising your landing page ensures that every dollar you spend on lead generation works harder for your bottom line.
Prerequisites: What You’ll Need
Before we dive into the steps, ensure you have the following ready:- Access to your website’s backend (WordPress, Shopify, Squarespace, etc.) or a landing page builder (Unbounce, Instapage).
- Google Analytics 4 (GA4) installed to track results.
- High-quality images of your products or team.
- A clear understanding of your primary offer (e.g., a free quote, a downloadable guide, or a discount code).
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Step 1: Define a Single, Clear Goal
The biggest mistake small businesses make is trying to achieve too much on one page. Your landing page should have one specific goal.- Action: Decide if you want a phone call, a form submission, or a direct purchase.
- Screenshot Description: You should see a clean page layout where every button and link leads to the same final action.
Step 2: Craft a Compelling Headline (The 'Aussie' Value Prop)
Your headline is the first thing a visitor sees. It needs to tell them exactly what you do and how it benefits them within three seconds. Instead of being vague, be specific to the local market.- Example: Instead of "We do plumbing," try "Emergency Plumbing in Brisbane – Onsite Within 2 Hours."
- Pro Tip: Focus on the result the customer gets, not just the service you provide.
Step 3: Use a Hero Image That Resonates
Visuals tell a story faster than text. Use high-quality, authentic images. For Australian businesses, showing local landmarks or real staff in branded uniforms builds significantly more trust than using generic American stock photos.- Action: Replace stock photos of people who don't look like your customers with photos of your actual team or a completed project in a local setting.
Step 4: Write Benefit-Driven Subheadings
People scan web pages; they don't read them like a novel. Use subheadings to break up text and highlight the benefits of your service.- Mistake to Avoid: Listing features (e.g., "We have 10 trucks") instead of benefits (e.g., "Fast response times so you aren't left waiting").
Step 5: Optimise Your Call to Action (CTA)
Your CTA button needs to stand out. Use a high-contrast colour (like orange or green against a blue or white background) and use action-oriented language.- Action: Change generic buttons like "Submit" or "Click Here" to "Get My Free Quote" or "Claim My Discount."
Step 6: Simplify Your Lead Capture Form
Every extra field you add to a form decreases your conversion rate. If you only need an email and a name to start a conversation, don't ask for their home address and ABN yet.- Pro Tip: If you must have a long form, use a multi-step format where the user answers one or two easy questions first to build momentum.
Step 7: Add Social Proof and Local Trust Signals
Australians value 'social proof'—the idea that others have used and liked your service. Include Google Reviews, testimonials, or logos of industry associations (like Master Builders Queensland or HIA).- Screenshot Description: Look for a section near the bottom or middle of the page featuring 3-5 star ratings and short, punchy quotes from happy customers.
Step 8: Ensure Mobile Responsiveness
Over 60% of local searches in Australia happen on mobile devices. If your landing page looks great on a desktop but is impossible to navigate on an iPhone, you’re losing more than half your potential leads.- Action: Open your landing page on your own phone. Can you click the button easily with your thumb? Is the text large enough to read without zooming?
Step 9: Optimise Page Load Speed
Google and users alike have zero patience for slow websites. A delay of just a few seconds can increase bounce rates by over 50%.- Action: Use a tool like Google PageSpeed Insights. Focus on compressing large images, which is the most common cause of slow load times for small business sites.
Step 10: Implement 'Scarcity' or 'Urgency'
Give people a reason to act now rather than later. This could be a limited-time offer or a mention of limited availability for the month.- Example: "Book by Friday for a 10% Early Bird Discount" or "Only 3 spots remaining for July consultations."
Step 11: Remove All Distractions (The 'Leaky Bucket' Fix)
A landing page is not a standard website page. You should remove the main navigation menu, social media icons, and footer links. You want to keep the user on the page until they either convert or leave.- Warning: If you give users five different links to click, they will likely click none of them. Keep them focused on the CTA.
Step 12: Set Up A/B Testing
Don't guess what works—test it. Create two versions of your landing page (Version A and Version B) with one difference (like a different headline or button colour) and see which performs better.- Action: Use a tool like Google Optimize or your landing page builder’s built-in testing features to run a split test for two weeks.
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Common Mistakes to Avoid
- Too much jargon: Don't use industry terms your customers won't understand. Keep it simple.
- Slow follow-up: If you capture a lead but don't call them for three days, the landing page isn't the problem—the process is. Aim to respond within the hour.
- Ignoring the ABN/Contact Details: In Australia, displaying your ABN and a physical address or local phone number in the footer builds significant trust and is often required for certain types of digital advertising.
Troubleshooting
- High traffic but zero conversions: Your offer might not be enticing enough, or there is a technical glitch in your form. Test the form yourself to ensure it's working.
- High bounce rate (people leave immediately): Your headline likely doesn't match the ad they clicked. Ensure the message on the ad and the landing page are identical.
- Mobile users aren't converting: Check if your CTA button is "below the fold" (requires scrolling). On mobile, the main action should be visible almost immediately.
Next Steps
Now that your landing page is optimised, it's time to drive high-quality traffic to it. Consider setting up a Google Ads campaign or a targeted Facebook Lead Gen ad.If you're finding the technical side of landing page optimisation a bit overwhelming, the team at Local Marketing Group is here to help. We specialise in high-converting pages for Brisbane businesses. Contact us today to discuss how we can improve your digital ROI.