Websites and landing pages
Plenty of websites look good and say very little. A visitor arrives with one question, finds a slogan where the answer should be, and goes back to search to ask somebody else.
A landing page has one audience and one job. The ones that work are narrow: a single offer, a single next step, and a headline that repeats what the visitor clicked on to get there.
Three minutes, twelve questions, no email needed to see or copy your result.
What we do on a website or a landing page
Judged by the enquiries and sales it produces, not by how it looks in a screenshot.
Where we come in
Websites decay slowly and nobody sees it happen. Usually it is one of these.
Landing pages fail in small, repeatable ways, and the cause is usually one of these.
Our story, our values, our passion. The visitor wanted to know whether you do the thing they need, in their area, at a price that is not insulting. Most of that is findable on the third page, if they get there.
A video background, a slider and four font files. On the office broadband it looks fine. On a mid-range phone in a car park it is a blank screen for several seconds, and the visitor is already somewhere else.
Forms that go to an inbox nobody checks quickly, calls that are not counted and a contact page that is the second most visited page and the least tested. A site with no measurement gets redesigned on opinion.
The click was for a specific offer and the visitor lands on the homepage. Every step between the advert and the answer costs people, and the ad budget is paying for each of them.
A landing page that sends people to the rest of the site has stopped being a landing page. The people who needed to be somewhere else were already on the site.
Phone, postcode, budget, how they heard about you. Each field is a reason to stop, and a phone keyboard makes every one of them worse. Ask for what you need to reply, and find out the rest on the call.
The first-screen lab
Set five controls to match the page you have now, then change them one at a time. The fold line moves with your choices and the answers on the first screen are counted. It is an argument about clarity and not a test of your page.
Five decisions. Every one of them is an edit and not a redesign.
The headline
Proof that you are real
The next step
The form
The top of the page
Nothing here is stored, sent to TWV Media or used to look up your site. It runs entirely in your browser.
A made-up joinery firm. Every name and figure on the mock page is a sample.
The page scorecard
It scores the page as a salesperson would: is the message clear, is there a reason to believe it, is the next step obvious, and is the thing built so that it loads and can be changed. Your answers stay in this browser.
What we actually do
You can bring us in for the whole site or the one page costing you money. Either way, one senior person stays responsible for it rather than a rota.
What you do, for whom and in whose words. We write it with you, because you know how customers describe the problem and we know where a page loses people.
The order things appear in, drawn for a phone first. Headline, proof, one next step, then the detail for people who want it.
Hand-built static pages where that suits, WordPress where somebody needs to edit it every week, and a shop platform where you are selling. This site is static with its blog on WordPress, because that is what suits it.
Forms that ask for what is needed, enquiries that reach a person with an instant acknowledgement, and every form, call and booking counted as a conversion that you can check against your own records.
Compressed images, few scripts, readable contrast and labelled fields. Sensible titles, headings and redirects so the page can be found and nothing breaks when it moves.
One change at a time, judged against enquiries and sales. A page that is never touched after launch is the most common reason a site gets rebuilt every three years.
What the page costs you
If you pay for traffic, the page decides what each enquiry costs. This is settled with five numbers you already have, and it will sometimes tell you that the page is fine and the offer is the problem.
One more point means three per cent becoming four, which is a large step when you start low. To break even on a customer worth this much, the page would need to turn about 0% of visitors into enquiries at your current close rate.
An advert buys the visit. The page decides whether it was worth buying.
How it runs
Every stage produces something you own and could hand to somebody else. Nothing is held hostage and there is no long contract behind it.
Who the page is for, what it offers and what you want them to do. Written down in two sentences before anything is drawn.
The page as plain text in the order a visitor reads it, which is where most of the improvement turns out to be.
A phone-first layout, compressed images, few scripts and a form that asks for what you need. Wired to measurement before launch, not after.
A month of real visits, then one change at a time, judged against enquiries and not against opinions.
For a page that gets visits and not enough enquiries, and needs a straight answer about why.
One offer, one audience and one next step, wired to measurement and ready for the campaign that sends people to it.
For a site that no longer does its job, or a business that has never had one it is proud of.
Before you ask
Whichever suits who will change it and how often. Hand-built pages are quick and cheap to run but need a developer for every edit. WordPress suits a team that edits weekly and is worth looking after properly. A builder suits a very small site that will rarely change. We will say which fits you, including when it is the cheapest one.
Most of the time goes on agreeing what the page should say. Once that is settled the build is quick, and we will give you a date before we start rather than after.
Yes, with you. You know how your customers describe the problem and we know where a page loses people, and neither half works without the other. If you would rather write it yourself we will edit it against the same checklist.
Often the second. If the homepage fails the first-screen test and the rest of the site is sound, rewriting the top of the page is the cheapest gain available. We will look at the whole thing before recommending a rebuild, and say so when it is not needed.
That is the aim. Everything we build stays yours, and we hand it over with a short written guide to changing the words, the images and the form. If a page needs a developer for a typo, we have built it wrongly.
It depends on how many campaigns you run. One or two usually sit comfortably on the main site without a menu. A steady stream of campaigns is easier to manage on separate pages that can be changed without touching the rest. Either way, a landing page should carry a single next step and not the full navigation.
Sometimes, but that is not its job. Pages built for a particular advert are often kept out of search so they do not compete with your main pages. Pages meant to rank are built differently, and our search page covers that side.
Closely, because the page and the advert are one system. The advert makes a promise and the page keeps it, so we look at both together. The paid search and paid social page covers the buying side.
No. The first-screen lab, scorecard and cost sums run in your browser. Nothing is sent to us, nothing looks up your site, and everything disappears when the tab closes. If you copy your score, that copy goes to your own clipboard. Our privacy notice covers the rest of the site.
Platform and tooling specifics on this page were last reviewed in October 2026. If something here no longer matches what you are seeing, tell us and we will correct it.
Also worth a look
Book a call
Send us the address of the page before the call and we will have read the first screen as a stranger would and loaded it on a mid-range phone. You get the first thing we would change and why, whether or not you ever hire us.
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