Conversion · 6 min read

Landing pages that earn the traffic you bought

Media buying gets the attention. The page decides whether the money was worth spending.

Message match is most of it

The headline should repeat the promise of the ad almost word for word. Every mismatch between ad and page is a moment where the visitor re-evaluates whether they are in the right place.

One decision per page

Navigation, secondary offers and footer link farms all leak intent. A paid landing page has one job. Give it one action and remove everything competing with it.

Proof beats adjectives

Specific numbers, named clients and real screenshots outperform every superlative. If you cannot name the client, name the number.

Test structure before you test buttons

Button colour tests are theatre. Test the offer, the headline and the order of the page. Those are the variables with enough effect size to reach significance before the quarter ends.

Keep reading

Related field notes.

Measurement

The attribution stack that survived the cookie collapse

Third-party cookies are gone, consent gating is universal, and platform-reported conversions are fiction. Here is the stack we run instead.

Applied AI

What a voice agent actually costs to run at scale

Vendor pricing pages quote per-minute rates. Here is the full cost model from a year of production deployments.

Engineering

Core Web Vitals are a revenue metric now

Speed stopped being a technical nicety the moment paid media auctions and conversion rates both started pricing it in.