Quick summary
Every service page on your website is a landing page, whether you are a wedding cake maker, builder, therapist, photographer, or accountant. A good landing page should quickly explain what you offer, who it is for, and what the visitor should do next. The best-performing pages are usually simple, focused, easy to read, and designed around the customer rather than the business owner.
This guide explains 27 practical ways to improve conversions, including writing clearer headlines, using stronger calls to action, simplifying enquiry forms, adding trust signals and testimonials, improving mobile usability, speeding up your pages, and avoiding common mistakes that confuse or distract visitors.
A landing page is any page on your website where someone “lands” before taking an action.
That action might be sending an enquiry, booking a call, downloading a guide, buying something, joining your email list, or requesting a quote.
Many people think a landing page is only a special page created for an advert. That can be true. But for small businesses, your service pages are landing pages too.
If someone searches in Google for “home extension builder near me” and lands on your home extension page, that page is a landing page.
If someone searches for “wedding cake maker in Perth” and lands on your wedding cake page, that page is a landing page.
That means every service page needs to do more than describe what you offer. It needs to help the visitor feel confident enough to take the next step.
Every service page needs to do more than describe what you offer. It needs to help the visitor feel confident enough to take the next step.
For the examples in this post, we will use one service business throughout: a wedding cake maker.
Example: wedding cake landing page
A wedding cake maker might have a page called “Wedding cakes in Perth”.
Someone lands on that page because they are planning a wedding and looking for someone local to make their cake.
The page should quickly answer:
- Do you make wedding cakes?
- Do you cover my area?
- What kind of cakes do you make?
- How much do they approximately cost?
- Do you deliver?
- Can I trust you with something important?
- How do I enquire?
If the page answers those questions clearly, it has a much better chance of converting visitors into enquiries.
1. Make the page about one thing
A landing page should have one clear goal.
For a wedding cake page, that goal might be to get the visitor to send an enquiry about their wedding date.
Do not distract them with too many options. If the page also pushes birthday cakes, cake classes, blog posts, Instagram, vouchers, and wholesale orders, the visitor may lose focus. (Unbounce)
How to implement it
Create a specific page called “Wedding cakes in Perth”. Keep that page focused on wedding cakes only.
The main button could say:
- Check my wedding date
- Enquire about your wedding cake
- Book a wedding cake consultation
What not to do
Do not use one general page for every cake service you offer.
Wrong example:
Cakes for all occasions
We make wedding cakes, birthday cakes, cupcakes, corporate cakes, cake toppers, tray bakes, and we also run classes.
This is too broad. A bride or groom looking for a wedding cake has to work too hard to find the information they need.
2. Match the headline to the advert or search term
If someone clicks a Google result or advert about wedding cakes, the page headline should clearly mention wedding cakes.
People want to know they are in the right place straight away. (Unbounce)
How to implement it
If your Google advert says “Bespoke wedding cakes in Perth”, your page headline should say something very close to that.
Good example:
Bespoke wedding cakes in Perth
What not to do
Do not use a vague headline that could apply to any cake service.
Wrong example:
Beautiful cakes for special occasions
This could mean birthdays, anniversaries, christenings, corporate events, or weddings. It does not clearly match what the visitor searched for.
3. Write a clear benefit-focused headline
Your headline should explain the result or benefit the customer gets.
A clear headline usually works better than something clever. Unbounce found that a plain, descriptive headline sold 38.46% more gym memberships than a more creative version. (Unbounce)
How to implement it
A wedding cake maker could use:
Bespoke wedding cakes in Perth, designed around your style, venue, and guest numbers
This tells the visitor what you offer, where you are, and why the service is personal to them.
What not to do
Do not be so clever that the customer has to guess what you mean.
Wrong example:
Making memories sweeter
This sounds nice, but it does not clearly say “wedding cakes”. A visitor may not instantly know what the page is about.
4. Explain the page in 5 to 10 seconds
A visitor should understand your page quickly.
If someone has to scroll, click around, or read every paragraph to understand what you offer, the page is not clear enough. (Unbounce)
How to implement it
At the top of the wedding cake page, include:
- A clear headline
- A short supporting sentence
- A photo of a wedding cake
- A clear enquiry button
Example:
Bespoke wedding cakes in Perth
Handmade wedding cakes designed to suit your style, colours, guest numbers, and venue.
Check availability for your wedding date
What not to do
Do not start with a long personal story before explaining the service.
Wrong example:
I have loved baking since I was a child. My granny taught me how to make sponge cakes in her kitchen, and ever since then I have always believed that cake brings people together.
This may be lovely later in the page, but it does not quickly tell the visitor that you make wedding cakes in their area.
5. Add a simple supporting sentence
The headline gets attention. The sentence underneath should make the offer clearer.
This is especially useful when your service has lots of options. (Unbounce)
How to implement it
A supporting sentence could be:
From classic tiered cakes to modern semi-naked designs, I create wedding cakes that look beautiful, taste delicious, and arrive safely at your venue.
This explains the type of cakes, the benefit, and the delivery reassurance.
What not to do
Do not use a supporting sentence that is just fluffy or generic.
Wrong example:
We make your dreams come true with passion, love, and creativity.
This sounds warm, but it does not tell the customer anything practical about your wedding cake service.
6. Put the most important information near the top
Do not make people scroll too far to find the main information.
The top section should include the offer, the benefit, proof, and the next step. (Unbounce)
How to implement it
For a wedding cake page, the top section could include:
- Headline: Bespoke wedding cakes in Perth
- Short description: Handmade cakes designed around your wedding style
- Photo: One of your best wedding cakes
- Proof: Rated 5 stars by local couples
- Button: Check my wedding date
What not to do
Do not hide the important details halfway down the page.
Wrong example:
The top of the page has a full-screen image with no headline, no location, no button, and no explanation. The visitor has to scroll before they know what the page is about.
Beautiful images help, but they should not replace clear information.
7. Use one main button
Your main button should tell people exactly what will happen next.
Words like “Submit” or “Click here” are too vague. (WordStream)
How to implement it
For a wedding cake maker, use button text such as:
- Check my wedding date
- Request a wedding cake quote
- Book a cake consultation
What not to do
Do not use vague button text.
Wrong example:
Submit
This does not tell the visitor what they are submitting or what will happen afterwards.
Another wrong example:
Learn more
If the goal is to get an enquiry, “Learn more” is too passive.
8. Repeat the button on longer pages
Some visitors are ready to enquire quickly. Others need to see examples, prices, reviews, and FAQs first.
If your page is long, repeat the same button after important sections.
How to implement it
On a wedding cake page, add the same button in these places:
- At the top of the page
- After the cake gallery
- After the pricing or starting price section
- After the testimonials
- At the bottom of the page
Use the same wording each time, such as “Check my wedding date”.
What not to do
Do not make people scroll all the way back to the top to enquire.
Wrong example:
The only enquiry button is in the first section. After reading the whole page, the visitor reaches the bottom and has no clear next step.
This creates unnecessary effort at the exact point they may be ready to contact you.
9. Remove unnecessary links
Landing pages convert better when visitors are not pulled in lots of different directions.
Menus, social media icons, unrelated links, and extra buttons can distract people from the main action. (Unbounce)
How to implement it
On your wedding cake page, keep useful information on the page itself.
If you want to show recent work, add a small gallery instead of sending people to Instagram.
If you want to answer common questions, add an FAQ section instead of sending people to several different pages.
What not to do
Do not send visitors away before they enquire.
Wrong example:
Follow me on Instagram to see my wedding cakes.
This may seem harmless, but once someone leaves your website for Instagram, they may get distracted and never come back.
10. Use short, plain copy
People skim web pages.
Short paragraphs, clear headings, and bullet points make your landing page easier to read. (Unbounce)
How to implement it
Write as if you are explaining the service to a customer in person.
Good example:
Every wedding cake is made by hand using quality ingredients. I will work with you to create a cake that suits your colours, style, and number of guests.
What not to do
Do not overcomplicate the writing.
Wrong example:
Our wedding cakes are lovingly and meticulously handcrafted using only the finest ingredients, and we endeavour to ensure every couple receives a truly memorable centrepiece for their celebration.
This is harder to read. It also sounds like many other wedding suppliers.
11. Turn features into benefits
A feature tells people what something is. A benefit tells people why it matters.
How to implement it
Feature: I offer cake delivery.
Benefit: Your wedding cake will be delivered safely to your venue, so you do not need to worry about transporting it yourself.
Feature: I offer several sponge flavours.
Benefit: You can choose flavours that suit you and your guests, from classic vanilla to lemon, chocolate, or red velvet.
What not to do
Do not list features without explaining why they matter.
Wrong example:
- Consultations available
- Delivery available
- Many flavours available
This is not wrong information, but it is incomplete. The visitor still has to work out why those things are useful.
12. Use real images
Generic stock photos can make a page feel less trustworthy.
Use real photos of your work, your process, your packaging, your delivery setup, or happy customers where possible. (Unbounce)
How to implement it
For a wedding cake page, use:
- Photos of real cakes you have made
- Close-ups of sugar flowers or piping details
- Photos of cakes set up at venues
- Photos showing different cake sizes
- A photo of you working, if it feels relevant
What not to do
Do not use stock images of cakes you did not make.
Wrong example:
Your page shows a luxury five-tier wedding cake from a stock photo website, but your actual gallery shows much simpler cakes.
This creates the wrong expectation and can damage trust.
13. Use video when it helps explain the offer
Video can help when a visitor needs more confidence before enquiring.
This works well for services where trust, quality, or process matters. (QuickSprout)
How to implement it
A wedding cake maker could add a short video showing:
- Finished wedding cakes
- A behind-the-scenes look at decorating
- How a cake consultation works
- How cakes are delivered and set up
A simple 60-second video can be enough.
What not to do
Do not add a long, slow video that does not help the customer decide.
Wrong example:
A 6-minute video montage of cakes with music, no captions, no explanation, and no clear next step.
This may look nice, but it does not answer the visitor’s questions.
14. Show proof near the decision point
Visitors want to know they can trust you.
Reviews, testimonials, client photos, venue mentions, and awards can all help. (WordStream)
How to implement it
Place a short review near the enquiry form:
“Our cake looked even better than we imagined and tasted amazing. It was delivered to the venue without any stress, and our guests loved it.”
Sarah and James, married at [Venue Name]
What not to do
Do not hide all your reviews on a separate testimonials page.
Wrong example:
There is a small link in the footer that says “Reviews”. The wedding cake page itself has no proof at all.
Visitors need reassurance while they are deciding, not after they have left the page.
15. Use specific testimonials
Specific testimonials are more persuasive than vague ones.
Unbounce recommends asking customers for examples of how your product or service helped them. (Unbounce)
How to implement it
Ask wedding cake clients questions like:
- What were you worried about before booking?
- What did you like most about the finished cake?
- Did guests comment on the cake?
- Was the process easy?
Good example:
“We wanted a simple three-tier cake with handmade flowers to match my bouquet. The design was perfect, delivery was smooth, and we had so many compliments from guests.”
What not to do
Do not rely only on vague praise.
Wrong example:
“Amazing cake. Thank you.”
This is positive, but it does not explain what made the service good.
16. Keep forms short
Every extra form field gives someone another reason to stop.
Only ask for the information you need at the first enquiry stage. (Unbounce)
How to implement it
A wedding cake enquiry form could ask for:
- Name
- Email address
- Wedding date
- Message box
What not to do
Do not ask for too much too early.
Wrong example:
- Full postal address
- Exact cake flavour
- Full wedding timeline
- Names of all suppliers
- Full wedding colour palette
- Budget split
- Mother of the bride’s contact details
This feels like hard work before the visitor even knows if you are available.
17. Use multi-step forms for bigger asks
If you need more information, split the form into steps.
A multi-step form can feel easier than one long form. (QuickSprout)
How to implement it
For a wedding cake maker, the form could work like this:
Step 1: Wedding details
- Wedding date
- Venue
- Guest number
Step 2: Cake ideas
- Preferred style
- Number of tiers
- Any inspiration photos
Step 3: Contact details
- Name
- Phone number, if needed
What not to do
Do not show a huge form with 25 questions all at once.
Wrong example:
The enquiry section starts with a long form that looks like an exam. The visitor sees lots of required fields and decides to come back later.
Most people who say “I’ll do it later” do not come back.
18. Make the form stand out
If your form is the main action, it should be easy to find.
Unbounce recommends placing forms in clear, high-contrast areas so they stand out from the rest of the page. (Unbounce)
How to implement it
Add a clear enquiry section:
Check availability for your wedding date
Tell me your date, venue, and guest numbers, and I will let you know if I can help.
Place the form directly underneath.
What not to do
Do not bury the form in a cluttered section.
Wrong example:
The enquiry form appears between a cake gallery, an Instagram feed, a long paragraph, and a newsletter sign-up box.
The visitor may not realise which form they are meant to complete.
19. Make the offer worth the form
If you ask someone to fill in a form, they need to feel the reward is worth it.
For a service business, the reward may be useful advice, availability confirmation, a quote, or a consultation. (Unbounce)
How to implement it
Say:
Send your wedding date, guest numbers, and cake ideas. I will confirm availability and let you know the best next step.
This gives the visitor a reason to fill in the form.
What not to do
Do not make the form feel like it only benefits you.
Wrong example:
Fill in the form so we can add you to our database.
This gives the customer no useful reason to act.
20. Show a preview of what they get
If the visitor is booking a consultation, downloading a guide, or asking for a quote, show what happens next.
People feel more comfortable when they know what to expect. (Unbounce)
How to implement it
Add a short section called “What happens after you enquire?”
- I check if your wedding date is available.
- I reply with starting prices and next steps.
- If it feels like a good fit, we arrange a consultation.
- Once the design and quote are agreed, your booking is secured with a deposit.
What not to do
Do not leave people wondering what happens next.
Wrong example:
The form says “Send message”, but there is no explanation of when you reply, what they will receive, or how bookings work.
Uncertainty can stop people from enquiring.
21. Add trust details near the form
People may hesitate before sharing their details.
A few simple trust messages can help.
How to implement it
Near the wedding cake enquiry form, add:
- I will only use your details to reply to your enquiry.
- No spam.
- I usually reply within 2 working days.
- Your date is not secured until your booking is confirmed and deposit paid.
What not to do
Do not make people nervous about giving you their details.
Wrong example:
The form asks for phone number, email, venue, budget, and date, but gives no reassurance about how that information will be used.
Some visitors may abandon the form because it feels too open-ended.
22. Make the design clean and easy to follow
The design should help people move through the page.
Strong visual hierarchy makes the most important information stand out. (Econsultancy)
How to implement it
For a wedding cake page, organise the page like this:
- Hero section with headline, photo, and button
- Short introduction
- Gallery of wedding cakes
- How the process works
- Starting prices or pricing guidance
- Testimonials
- FAQs
- Enquiry form
What not to do
Do not place everything in a random order.
Wrong example:
The page starts with FAQs, then shows a paragraph about your story, then jumps to prices, then shows the main cake gallery, then finally explains the booking process.
This makes the page feel confusing and harder to trust.
23. Use urgency carefully
Urgency can help people act, but only when it is real.
Do not fake scarcity. It damages trust. (WordStream)
How to implement it
A wedding cake maker can use genuine urgency because wedding dates are limited.
Good example:
I only take a small number of wedding cake bookings each month so every cake gets the time and attention it needs. Popular summer Saturdays often book early.
What not to do
Do not use fake urgency.
Wrong example:
Only 2 spaces left today!
If that is not true, do not say it. False urgency makes people question everything else on the page.
24. Make the page work well on mobile
Many people will view your landing page on their phone.
If the page is hard to read, slow to load, or awkward to use, they may leave. (WordStream)
How to implement it
For a wedding cake page, check that:
- The cake photos resize properly.
- The text is easy to read without zooming.
- The button is easy to tap.
- The form fields are not too small.
- The phone number or email link works correctly.
What not to do
Do not only check your page on a desktop computer.
Wrong example:
The page looks beautiful on a laptop, but on a phone the headline is cut off, the button is tiny, and the form is hard to complete.
That is a major problem if most of your visitors use mobile.
25. Make the page load quickly
Slow pages lose visitors.
This matters even more if your page has lots of images, which many wedding cake pages do. (WordStream)
How to implement it
To keep a wedding cake page fast:
- Resize images before uploading them.
- Compress images so the file size is smaller.
- Use only your best photos, not every cake you have ever made.
- Avoid large video files that load automatically.
- Test the page on mobile internet, not just fast Wi-Fi.
What not to do
Do not upload huge image files straight from your camera or phone.
Wrong example:
You upload 40 wedding cake photos, each several megabytes in size, and place them all on one page.
The page may look pretty once it loads, but many visitors will leave before that happens.
26. Test one change at a time
Do not change everything at once.
If you change the headline, photos, button text, form, and layout all together, you will not know which change helped.
A/B testing lets you compare one version against another. (WordStream)
How to implement it
For a wedding cake page, test one of these at a time:
- Button text: “Check my wedding date” vs “Request a quote”
- Headline: “Bespoke wedding cakes in Perth” vs “Wedding cakes designed around your day”
- Form length: short enquiry form vs detailed enquiry form
- Main image: close-up cake photo vs cake set up at a wedding venue
What not to do
Do not redesign the whole page and then guess why enquiries changed.
Wrong example:
You change the headline, colours, form, gallery, pricing section, and button text all in one afternoon.
If enquiries increase or drop, you will not know which change caused it.
27. Improve the thank you page
The landing page does not stop working after someone fills in the form.
The thank you page can reassure them and explain what happens next. (Unbounce)
How to implement it
After someone enquires about a wedding cake, send them to a thank you page that says:
Thank you for your wedding cake enquiry. I will check your date and reply within 2 working days.
You can also add:
- A reminder to check their junk folder
- A link to view recent wedding cakes
- A short explanation of your booking process
- A note about when dates are secured
What not to do
Do not show a cold or confusing confirmation message.
Wrong example:
Form submitted successfully.
This confirms the form worked, but it does not reassure the customer or explain what happens next.
Final thoughts
For a small business, a landing page is not just a special page you create for an advert.
Every service page can act as a landing page.
Your wedding cake page, home extension page, massage therapy page, bookkeeping page, or dog grooming page may be the first page someone sees.
That page needs to answer their questions, build trust, and make the next step easy.
Start with one page. Make the offer clear. Remove distractions. Add proof. Improve the form. Then keep testing and improving over time.
