Doubling the page's conversion rate halves what a customer costs. It is usually cheaper than finding better traffic.
What we measure
−34%cost per booking · clinic client
The advertising is working. People arrive, look at a page built for browsing rather than deciding, and leave without telling you why.
One client, four months
A group of three clinics whose Google Ads sent people to a contact form and a callback, and whose campaigns were judged on form fills. We rebuilt the site around online booking, then measured booked treatments instead of enquiries.
What counted as a result
BeforeA contact form sent
AfterA treatment booked
What changes
Each is usually cheaper than finding better traffic.
You get
The advert made a promise. The page keeps the same one, in the same words, at the very top. Most of the loss on paid traffic happens in that first inch.
You get
Asking a stranger for a meeting is expensive. Asking a question they can answer in one tap is not, and it tells us what the traffic is worth even when nobody buys.
You get
Tests run one variable at a time with the result written down, so the page accumulates knowledge instead of opinions.
How it runs
The order is deliberately unglamorous. Most of the available gain is in the first two steps, and a redesign that skips them just makes the same mistakes prettier.
Fix what is wrong
Where people stop, on which device, and what the form does to them. A week of honest recording beats a month of argument.
Advert to headline, headline to action. When those three disagree the page leaks before anybody has read a word of the argument.
Fewer fields, a smaller first step, and a reason to act that is true. Every field you remove is a percentage you keep.
Then test
Proof, order, offer. One at a time, long enough to be sure, with the losers recorded so the same idea is not retried next year.
What is included
FAQ
Usually. If it is a common platform we work in it directly. If it is slow or locked down enough to block the work, a separate page for paid traffic is often faster and cheaper than fighting it.
For a true A/B test (two versions of a page shown to different visitors and compared), more than most businesses have. Below that threshold we work on the things that are wrong rather than the things that are uncertain, which is less fashionable and usually worth more.
No. A landing page should sound like the rest of you, just more direct. If a page only works by sounding like somebody else, it is buying a customer who will be disappointed later.
Then we will say so. Sometimes the traffic is wrong, sometimes the offer is, and a page cannot fix either. Finding that out in week one is a good outcome even though it is not the one you asked for.
Your turn
Tell us where it lives and what it is meant to do. Within a working day we will tell you what we would look at first, roughly what it would take, and whether we are the right people for it.
