A paid social landing page should do one thing really well: convert. But all too often, businesses overcomplicate it.
Too much copy, too many CTAs, or a design that looks great but doesn’t actually work. If your paid social ads are driving traffic but your landing pages aren’t converting, the problem probably isn’t the ads. It’s the page itself. So, let’s talk about how to fix that.
1. Clarity over cleverness
Your landing page has seconds to make an impact. If visitors don’t immediately understand what you do and why it matters, they’ll bounce. Here’s some quick tips for a great first impression:
- Strong headline. Get to the point. Your headline should clearly communicate the value of your product or service.
- Simple, direct messaging. Save the clever taglines for brand awareness ads. This is where clarity wins.
- No distractions. Remove unnecessary links, excessive navigation, or anything that pulls users away from the goal.
Ask yourself: Can a new visitor instantly understand what you offer without scrolling? If not, it’s time to tighten up your messaging..
2. One page, one goal
A landing page should have one primary call to action (CTA). Avoid: “Book a demo, read our blog, sign up for a newsletter, download a free guide, oh AND here’s a testimonial video too.”
It’s important to have one clear action. Whether it’s signing up, booking a call, or requesting a demo, make it obvious what they should do next. If you must have a secondary CTA (e.g. “Not ready to book a call? Download our guide instead”), make sure it’s visually secondary, not competing for attention.
Ask yourself: If someone skims this page in five seconds, is it crystal clear what I want them to do?
3. Speed matters more than you think
If your page takes longer than three seconds to load, people will leave. Instead check the following things to improve your landing page’s speed:
- Compress images and keep your design lightweight.
- Remove unnecessary pop-ups or scripts that slow things down.
- Test your page speed on both desktop and mobile.
Make sure you check your landing page on a real mobile device, not just a preview. A page that looks great on a big desktop screen can feel clunky on mobile.
Ask yourself: Is my landing page as fast and frictionless as possible?
4. The Form: shorter is (usually) better
The longer your form, the fewer people will complete it. But the right length depends on quality vs. quantity. If you want more leads, keep it short: name, email, maybe one qualifying question. If you want better leads, add a few extra fields to filter out time-wasters.
If you’re using paid ads, test form length to find the right balance. Sometimes, too many leads is a sign you’re being too broad, and a longer form can improve quality.
Ask yourself: Am I making it easy for the right people to convert while filtering out the wrong ones?
5. Trust signals matter
If your landing page feels too “salesy” without backing it up, people hesitate. Build credibility with:
- Testimonials and case studies. Social proof helps, but make sure it’s relevant. Generic praise doesn’t work as well as “We achieved X result in Y time.”
- Trust badges. Logos of well-known clients, security certifications, or industry awards can increase trust.
- Clear, no-risk offer. If it’s a free trial or demo, spell out exactly what people can expect (and what they won’t get spammed with).
Ask yourself: If I were a skeptical buyer, would this page give me enough confidence to convert?
6. Your landing page is never ‘done’
The best landing pages aren’t built once and left alone. They’re tested, refined, and improved over time.
- A/B test different headlines, CTAs, and form lengths.
- Check heatmaps to see where users are dropping off.
- Review actual lead quality, not just conversion rates.
If your ads are working but your conversions aren’t, don’t just throw more money at the problem. Fix the landing page first.
Get in Touch About Your Landing Page Experience
Want expert eyes on yours? At Victress, we help businesses optimise their paid social campaigns and the landing pages that make them convert. For a full audit of your paid social strategy, book a call with one of our team.
