A landing page is the single most important tool in your digital marketing arsenal. Unlike your homepage, which is designed for exploration, a landing page has one job: to turn a visitor into a lead or a customer. For Australian small businesses, a high-converting page can be the difference between a wasted advertising budget and a thriving, scalable business.
Prerequisites
Before you start, ensure you have the following ready:- A clear offer: What are you giving the visitor (e.g., a free quote, a 10% discount, or a downloadable guide)?
- A landing page builder: Tools like Elementor, Leadpages, Unbounce, or even a specific page on your WordPress site.
- High-quality images: Real photos of your Brisbane team or Australian projects work better than generic stock photos.
- An Analytics tool: Google Analytics 4 (GA4) installed to track performance.
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Step 1: Define Your Single Goal
The biggest mistake business owners make is asking for too many things. Do you want them to call you? Fill out a form? Download a PDF? Pick one primary goal. Every element on the page must lead the user toward this single action.Step 2: Write a Benefit-Driven Headline
Your headline is the first thing people see. It needs to tell the visitor exactly what they get and why it matters in under three seconds.- Bad: "We are Brisbane’s Best Plumbers."
- Good: "Stop That Leak Today with 24/7 Emergency Plumbing in Brisbane – No Call-Out Fees."
Step 3: Create a Compelling Hero Image or Video
Your visual should support the headline. If you are a service-based business, show a friendly face or a completed job.- Screenshot Description: You should see a large, high-resolution image on the left or background, with your headline and a button clearly visible on the right or centre.
Step 4: Craft Your Sub-Headline
This is where you provide a bit more context. Use 1–2 sentences to elaborate on the value proposition mentioned in your headline. Explain how you solve the customer's specific pain point.Step 5: List the Key Benefits (Not Features)
Features are what your product/service is; benefits are what it does for the customer. Use bullet points for readability.- Feature: "We use 400gsm cardstock."
- Benefit: "Make a lasting first impression with premium, durable business cards that won't bend in your wallet."
Step 6: Build Social Proof and Trust
Australians value authenticity. Include logos of professional bodies (like Master Builders Queensland or your ABN), but most importantly, include customer testimonials.- Pro Tip: Use real names and locations (e.g., "Sarah from Chermside") to make them more believable.
Step 7: Minimise Friction with a Simple Form
Only ask for the information you absolutely need. Every extra field in your contact form will decrease your conversion rate. For most local businesses, Name, Email, and Phone Number are enough.Step 8: Create a High-Contrast Call to Action (CTA)
Your CTA button should "pop" off the page. If your brand colour is blue, try an orange or green button. The text on the button should be action-oriented.- Instead of: "Submit"
- Try: "Get My Free Quote" or "Claim My Discount"
Step 9: Remove Navigation Menus
This is a crucial "Senior Marketer" secret. Remove your website’s main header and footer navigation. You don't want people clicking away to your "About Us" page or blog. You want them to stay on the path to conversion.Step 10: Optimise for Mobile Devices
In Australia, over 50% of your traffic will likely come from a mobile device. Check your page on your phone. Is the text too small? Is the button easy to hit with a thumb? Does it load quickly?Step 11: Set Up Your Thank You Page
Once someone converts, don't just show a "Message Sent" alert. Redirect them to a dedicated "Thank You" page. This allows you to track conversions accurately in Google Ads and provides an opportunity to offer a second step (like following you on Instagram).Step 12: Install Tracking and Pixels
Ensure your Meta Pixel and Google Tag are firing correctly. This allows you to "retarget" people who visited your page but didn't convert, showing them ads later to bring them back.---
Pro Tips for Success
- The "Blink Test": Show the page to someone for 5 seconds, then close it. If they can't tell you what you offer and how to get it, the page is too complex.
- Localise Your Content: Mentioning specific Brisbane suburbs or Queensland landmarks can build immediate trust with local residents.
- Scarcity and Urgency: If your offer ends on Friday, say so. If you only have 5 spots left this month, mention it. Just ensure it is honest.
Common Mistakes to Avoid
- Slow Loading Times: If your page takes more than 3 seconds to load, you've already lost half your audience. Optimise your images!
- Too Much Text: People scan; they don't read. Use headings, bullets, and short paragraphs.
- Weak Offer: If your offer isn't something people actually want, no amount of clever design will save the page.
Troubleshooting
- High Traffic but No Conversions: Your offer might not match your ads, or your CTA might be confusing. Try changing the button colour or the headline.
- Form Not Sending: Send a test lead yourself. Check your spam folder and ensure your website's SMTP settings are configured correctly.
- Page Looks Broken on Mobile: Check for elements with "fixed widths" in your page builder. Ensure everything is set to "responsive" or 100% width.
Next Steps
Once your landing page is live, it’s time to drive traffic to it. You might want to explore our guides on Running Google Ads for Local Business or Mastering Meta Ads.If you find this process overwhelming or want a professional to build a high-performance funnel for you, the team at Local Marketing Group is here to help. Contact us today to discuss your project.