It's easy to get focused on reach. How many people saw our post? How many clicks did our campaign get?
But more traffic doesn't automatically mean more impact.
You can have the most engaging ad or social post, but if the landing page it leads to doesn't follow through, you're losing people at the exact moment they're ready to engage.
We've seen this often: teams pour time and energy into creative campaigns, only to send visitors to a landing page that feels like an afterthought.
What Makes a Landing Page Effective?
When someone clicks on your ad, it's crucial they are transported to a quality landing page. A good landing page is a focused tool with one purpose: to move someone from interest to meaningful action - whether that's signing up, donating, downloading or getting involved.
Here's what the best landing pages do:
1. They stay focused.
A clear goal. A clear next step. No distractions. If you want someone to register, download or give, that action should be front and centre. Everything else should support that outcome.
2. They match the message.
If your ad or email promotes a free guide, an impact report or a giving campaign, your landing page should deliver exactly that — not a general overview or unrelated content. Consistency from the ad to the landing page builds trust and keeps momentum going.
3. They eliminate friction.
Long forms, confusing copy or slow load times all create reasons to bounce. Great landing pages are simple, clear and mobile-friendly — built for people with short attention spans and good intentions.
4. They build trust fast.
You only have a few seconds to reassure someone they're in the right place. Use testimonials, recognizable partners or impact stats to create confidence in your mission.
When Clicks Don't Convert
Before putting more money behind ads or boosting another post, pause and ask:
- Does our landing page support the goal of this campaign?
- Is the action obvious and easy to take?
- Does it feel on brand while being clear, credible and compelling?
If not, it might not be a traffic problem. It might be a landing page problem.
At Radiant, we build landing pages that turn clicks into clients. Ready to make your pages work harder? Reach out today.
