Your homepage is not a landing page.
A homepage is a reception desk. It greets everyone and points in six directions. A landing page is a closer, built for one visitor with one promise and one action. Six blocks, in order, from years of building these for brokers.
The top of the page must answer three questions before the visitor's thumb reaches the back button. What is this? The headline names the exact thing the ad promised, not your brand story. Is it for me? The subhead names who it's for and their situation. What next? One button that says exactly what happens when it's pressed.
Headline matches the ad
If the ad said remortgage, the headline says remortgage. Message match is the single biggest reason pages convert or don't, and it's free to fix.
One action, above the fold
No menu, no footer links, no Learn More. The button says what happens: "Book my free call", never "Submit".
Proof before promises
Regulation status, reviews, years in practice. Whatever is true and checkable goes here, before the form asks for anything.
Outcomes, not features
Not "comprehensive mortgage advice". The exact monthly difference in pounds and a clear yes or no. Specifics make the call feel worth booking.
Kill the silent objections
"Will this hurt my credit score?" "Am I too early?" If the page doesn't answer these, the back button does.
Ask again, with a short form
Name and one way to reach them. Every extra field costs enquiries. The qualifying questions can wait for the call itself.
A page converting at 10% instead of 5% halves your cost per enquiry overnight, without a penny more of ad spend. That is why I fix the page before I ever ask a client to raise the budget.
want your page marked up like this, live? that's the teardown.