10 Mistakes That Kill Your Landing Page Conversions
The most common problems we find when auditing websites for Latino-owned businesses — and the order to fix them.
In this article
A landing page doesn't fail for lack of "pretty design." It fails because visitors can't tell within 5 seconds what you sell, who it's for, and what to do next. This is what we fix first in every audit — and it's almost always the same 10 mistakes.
The 10 most common mistakes
- A generic headline ("Quality services" without saying what you do or for whom).
- A phone number that's hidden or not tappable on mobile — you lose callers who are ready to hire.
- A form with too many fields before you've earned any trust.
- Stock photos that don't show your actual work.
- No social proof: zero reviews, client logos, or case studies.
- A slow page (over 3 seconds on 4G) — visitors leave before they read a word.
- One giant block of text with nothing to skim.
- A weak CTA ("Contact us" instead of "Get a free quote today").
- No HTTPS, so the browser shows "Not secure."
- A misconfigured conversion pixel — you're paying for ads without knowing what converts.
What to fix first (by impact)
If you're short on time or budget, don't redesign everything. Focus on what moves the needle in the first week:
- 01
A clear headline and subheadline
What you do + who it's for + where. Example: "Emergency plumber in Stamford — we're there in 60 minutes."
- 02
Phone number and CTA above the fold
A big button on mobile, a tappable `tel:` link, and a color that stands out.
- 03
3 real photos of your work
Before/after shots, your crew in action, or a finished project. No generic stock.
- 04
Basic speed fixes
Compress images, remove unnecessary plugins, and turn on HTTPS.
70% of visitors arrive on mobile
For contractors and local services, most Google Ads clicks come from phones. Your landing page has to look perfect at 390px wide: text you can read without zooming, buttons big enough for a thumb, and a short form.
- Test your site on your own phone — not just on your computer.
- The call button should be the most visible element on the page.
- Avoid pop-ups that cover the screen on mobile.
- Embedded Google reviews or screenshots build trust fast.
“A slow mobile landing page is money burned on ads.”
Key takeaways
- Visitors should understand what you sell within 5 seconds.
- Fix your headline, phone number, and real photos before chasing "pretty" design.
- Mobile first — that's where most of your ad leads come from.
- Without a pixel and HTTPS, you can't tell whether your campaigns work.
Need a new landing page? Get a price range in minutes.
Estimate my website →Want to apply this to your business?
Book a free 30-minute call or send us a message. No commitment.