You’re paying for clicks. People are landing on your page. But the enquiries aren’t coming.
The instinct is to blame the ads — wrong keywords, wrong audience, wrong platform. Occasionally that’s true. Far more often, the ads are doing their job and the landing page is where the money leaks out.
Here’s how to tell the difference, and the five things we check first on every landing page audit.
First, Confirm It’s the Page and Not the Ads
Before rebuilding anything, check two numbers in your ad account.
Click-through rate. If people are clicking your ad at a healthy rate, your targeting and messaging are working. The problem is downstream.
Search terms report. If the actual searches triggering your ads are irrelevant to what you sell, the traffic is wrong and no landing page will fix it. Our guide to Google Ads for Australian Shopify stores covers how to clean this up.
Healthy click-through rate plus relevant search terms plus no enquiries equals a landing page problem. That’s the scenario this article addresses.
1. Message Match
Your ad promised something specific. If the landing page headline doesn’t repeat that promise almost word for word, visitors assume they’ve arrived in the wrong place and leave within seconds.
This is the single most common fault we see, and usually the cheapest to fix. An ad promoting “same-day mobile mechanic in Western Sydney” should land on a page headed with those words — not a generic “Welcome to our workshop”.
2. The Mobile Experience
Over 70% of paid traffic is mobile for most of our clients. Load your own page on your phone, over mobile data rather than office wi-fi, and time it.
Things that quietly destroy mobile conversion:
- Load times over 3 seconds — see our complete guide to improving PageSpeed
- Form fields too small to tap accurately
- Phone numbers that aren’t tap-to-call links
- Pop-ups that appear before the visitor has read anything
- Key information buried below three screens of scrolling
3. One Page, One Action
Pages with a full navigation menu, six links and three competing offers convert poorly. Every additional option is a decision, and decisions create hesitation.
A landing page should give visitors exactly one thing to do — call, enquire, or book — and remove everything that competes with it. That includes the main site navigation, which invites people to wander away from the page you paid to send them to.
4. Trust Signals Near the Point of Action
Reviews, Google ratings, client logos, guarantees, certifications. These belong directly beside your enquiry form or phone number, not tucked away at the bottom of the page.
People decide to act at the point of action. A five-star rating at the top of the page has been forgotten by the time they reach the form.
5. The Form Itself
Every extra field costs conversions. If you’re asking for ten details up front, you’re filtering out genuine enquiries from people who simply didn’t want to fill in a form on their phone at a traffic light.
| Field | Keep or cut |
|---|---|
| Name | Keep |
| Phone or email | Keep — one is usually enough |
| Short message | Keep |
| Company name | Cut unless you only sell B2B |
| Budget range | Cut — ask on the call |
| How did you hear about us? | Cut — your analytics already knows |
The Five-Second Test
Show your landing page to someone unfamiliar with your business for five seconds, then take it away and ask two questions: what do we offer, and what should you do next?
If they can’t answer both, your visitors can’t either — and they have less patience than your test subject.
Where to Start
This week: Open your landing page on your phone and run the five-second test with someone outside your business. Fix the headline to match your ad copy.
This month: Cut your form back to three fields, move trust signals up beside the form, and remove the site navigation from the page.
Next 90 days: Test one element at a time — headline, then form length, then the offer itself — so you know which change produced the result. Our walkthrough on doubling enquiries without increasing ad spend shows a full before and after.
Frequently Asked Questions
How many enquiries should a landing page generate?
It varies widely by industry, but for service businesses in Australia, a well-built landing page receiving relevant traffic typically converts somewhere between 3% and 10% of visitors. Under 1% usually indicates a structural problem rather than a copy problem.
Should I send ads to my homepage instead?
Rarely. Homepages are built to serve everyone, which means they serve no single ad audience particularly well. A dedicated page matched to the ad almost always converts better.
How much traffic do I need before testing changes?
You need enough conversions, not enough clicks, to read a result. As a rough guide, wait for at least 100 clicks per version before drawing conclusions.
Do I need a separate page for each campaign?
Not always, but you do need a separate page for each distinct promise. If two campaigns advertise different services, they need different pages.
Will a faster page really increase enquiries?
If your page currently takes over three seconds on mobile, yes — speed improvements typically lift conversion on their own, before any copy changes.
Related Reading
- Landing Page Conversion Rate: How to Double Enquiries Without Increasing Ad Spend
- Google Ads + Shopify: How to Drive More Sales to Your Australian Store
- Shopify Store Speed Optimisation: The Complete Guide
Getting clicks but no enquiries? HHP Design offers a free landing page audit and will show you exactly where visitors are dropping off. Get in touch to arrange one.