Guides · Landing pages and conversion
Landing page examples that convert, and why
A landing page that converts does one job, answers the visitor's questions in the order they ask them, and makes the next step the easiest thing on the screen. The clearest example we can show you is one we measured. For Jim's Mowing, we split their Meta ad traffic at random for eight weeks between their main website and a quote page we built. The quote page turned 11.5% of visits into an enquiry (121 of 1,053 visits). The main website turned 4.0% (19 of 477), as published on our conversion rate optimisation page. Same ads, same audience, same budget.
This guide takes that page apart, then shows five patterns that work for different kinds of business, and what to copy from each. We do not name other companies' pages here. A screenshot gallery cannot tell you what a page converts at, so it is a poor judge of what works.
Example: the quote page that nearly tripled the enquiry rate
The Jim's Mowing quote page has six features, and each does one thing:
- No menu. The main website has eight menu links competing for the visitor's attention. The quote page has none.
- The form starts with a tap. Seven service buttons come before any typing, so the first step feels like a choice, not a chore.
- It says Auckland. The main website speaks to the whole country. A homeowner wants to know you work on their street.
- Specific trust. The page addresses what a homeowner worries about, instead of calling the business "professional".
- The phone is a main button. In the same test, 5.8% of visitors tapped to call, against 1.0% on the main website.
- A promise about the call. It says the call is answered in about 20 seconds, from Jim's own call-centre figures.
Enquiries here means a form or a tap to call, measured in Google Analytics from 3 August to 29 September 2026. We kept the page to those six features and tested it against the real site, so the result is a measured difference, not an opinion.
Five landing page patterns, and what to copy from each
Different businesses need different pages. These are the five patterns we build most, and the one thing each is built around.
| Pattern | Best for | The one job | What to copy |
|---|---|---|---|
| Quote page | Home services, installers, trades | Request a quote | Service buttons first, suburb or city in the headline, a short form |
| Call-first page | Urgent work (a leak, a breakdown) | Phone now | A tap-to-call button above the fold, opening hours, how fast you answer |
| Product page for ads | Online stores | Add to cart | One product or range, real photos, delivery and returns near the button |
| Demo page | B2B software and services | Book a demo | The buyer's deadline or risk in the headline, a short form, a named person to meet |
| Quiz or checker page | Considered buys, people not ready to talk | Answer three questions | A softer first step, then a follow-up to the people who finish |
Pick the pattern by how ready the visitor is. Someone with a burst pipe wants a phone number. Someone comparing ducted heating systems wants answers first, so the page leads with proof and a quote. A visitor who is not ready to book a demo will answer a quiz.
What goes on the first screen, and what goes below it?
The first screen decides whether anyone reads the rest. It needs four things and nothing else: a headline that repeats the ad's promise in the visitor's words, one line saying who it is for and where you work, the main button, and one piece of proof such as a review or a job photo.
Below that, answer the next question the visitor would ask in person. How does it work? Show three steps. Can I trust you? Show real reviews with names, and real work, not stock photos. What happens after I submit? Say who calls, and when.
Keep the form short. Ask for the name, a phone number and the one detail you need to quote. Every extra field gives a visitor another reason to stop. If you need more detail, ask for it on the call.
Last, check it on a phone. Most ad traffic arrives on one, so a button the thumb cannot reach or a form that makes the visitor pinch and zoom loses people before they read a word.
What to copy from other people's pages, and what to skip
Copy the structure, not the look. Order, the number of choices, the first sentence and the position of the button all travel from one business to another. Colours, photography and clever animation do not.
Skip any example you cannot check. A "best landing pages" gallery shows what looks good, and almost never what the page converts at, on what traffic. For example, a page that converts at 2% on cold traffic may be doing better than a page that converts at 8% on people who already know the brand. Our guide to what is a good conversion rate covers how to judge a number fairly.
Also skip copying a page built for a different sale. For example, a quote page for a $400 job and a page for a $40,000 job need different amounts of proof, even when both end in the same form.
How do you know if your own page is working?
Compare your pages against each other, on the same traffic, over the same weeks. Visits that enquired, divided by visits, is the number to track.
Here is a worked example with illustrative numbers. You spend $1,000 on ads at $2 a visit, which brings 500 visits. At 4.0% your page produces 20 enquiries, or $50 each ($1,000 ÷ 20). At 11.5% it produces about 57 enquiries, or $18 each ($1,000 ÷ 57). Nothing changed except the page. Try your own figures in the ad spend calculator.
Judge on sales, not only enquiries. A page that brings more enquiries and fewer sales is not a win.
When a landing page is not the fix
A new landing page is not worth it if you send almost no traffic to it. With a few dozen visits a month, no test reaches a clear answer, and the money is better spent on getting people to the page first. It is also not the fix when the offer itself is weak: a better page cannot rescue a price or promise people do not want.
If you are paying for ads and not sure where the leak is, our free ads audit is a quick second opinion. If you are deciding between a landing page and a full rebuild, see how much a website costs in NZ. Often one well-built page for your ads does more than a new site.