Why Your Landing Page Isn’t Converting (And How to Fix It)

Is Your Landing Page Selling for You? Here’s How to Turn It Into a Converting Machine

If you’ve ever stared at your landing page and thought, “Should I just deactivate this whole thing?”; you are not alone. And if you’re trying to build a high-converting landing page for opt-ins, that frustration can feel even heavier when you’ve poured time and energy into making everything look just right.

As creative business owners (and especially my fellow family photographers), we can spend hours making a page look “pretty”… only to feel crushed when the opt-ins don’t roll in the way we hoped.

In this episode of The Systems and Workflow Magic Podcast (repurposed from my podcast—so you can listen or read!), I invited my friend Ashlyn Carter, a conversion copywriter for creatives, to walk us through what actually makes a landing page convert.

And friend…she keeps it refreshingly practical.

In this episode, we’re talking about:

• conversion benchmarks (so you can stop guessing and spiraling),

• message matching (so your page doesn’t accidentally confuse people),

• copy + design tweaks that are simple but powerful,

• and how to test changes without spinning out into perfectionism.

So, let’s break it down. 💻✨

Listen here on podcast form🎙️

Or read the blog post below ⬇️

Start With This: What’s the ONE Goal of Your Landing Page?

Ashlyn’s first reminder is something I wish every creative entrepreneur would tattoo on their brain (in the most loving way 😂):

A landing page should have one clear goal.

Examples:

• Get an email subscriber (lead magnet / opt-in)

• Get a challenge sign-up

• Get an application submitted

• Get a discovery call booked

When we try to achieve multiple goals on one page, we usually end up with none.

Remove “escape hatches.”

If your landing page is for an opt-in or challenge, Ashlyn recommends removing distractions like:

• a top navigation menu

• extra links to other pages

• buttons that send people wandering around your website

The point is: one page, one action.

What’s a “Good” Conversion Rate? Use This Simple Formula

Before you assume your offer is the problem, Ashlyn teaches you to check the numbers first.

Here’s the conversion rate formula she shared:

Unique page views ÷ number of conversions × 100 = conversion rate

So if 500 unique people visit your landing page and 200 people opt in:

200 ÷ 500 = 0.4
0.4 × 100 = 40% conversion rate

Conversion benchmarks as Ashlyn mentioned

These are the general targets she shared:

• Lead magnet / opt-in landing pages: often 40–60%

• Challenge pages (time commitment): around 40% is a strong goal

• High-ticket service pages (ex, 4-figure photography): often 2–5% is normal

That right there is freeing, because sometimes you don’t have a copy problem…

You have a traffic problem.

The Fastest Conversion Killer: Message Mismatch

Have you ever clicked a link expecting one thing… only to land somewhere completely different?

Ashlyn calls this a major conversion killer.

Message matching means the language people see in your:

• Instagram story

• email link

• Pinterest pin

• ad copy

…should match what they see on the landing page.

Same hook. Same promise. Same “this is for you if…”

Because when someone lands on your page and feels confused, they bounce.

Landing Page Copy Tips That Actually Work for Opt-Ins

Ashlyn is a copywriter, so yes—we went there.

1) Use a promise-driven headline

Instead of a headline that merely labels the freebie, Ashlyn recommends one that makes a clear promise.

Think:

• “Outline your web copy with ease…”

• “Plan your next mini-session workflow in 15 minutes…”

• “Write your client emails faster without starting from scratch…”

Your headline should answer:
What’s the win?

2) Use bullet points (they’re your secret weapon)

Online readers skim. That’s not a you-problem—it’s just how humans read on the internet.

Bullet points help your reader instantly understand:

• what they’re getting

• what they’ll learn

• What changes for them after using it

Pro tip Ashlyn shared:
Place your strongest benefits:

• in the first 1–2 bullet points

• and your next strongest as the last bullet

Because those spots get read the most.

3) Speak to different personality types

This is one of my favorite reminders from Ashlyn:

Not everyone buys (or opts in) the way you do.

Some people want:

• proof and specifics

• a vision and transformation

• logic and “how it works”

• emotional connection and story

When your landing page includes a mix, you create a page that resonates with more people without feeling messy.

Design + Visuals Matter More Than You Think

Ashlyn shared a moment where an art director called her out (ouch but helpful 😂):

If your copy is saying one thing…but your image is saying something else?

That’s a disconnect.

Your image should support the message

For opt-ins, one of the simplest ways is to show a mockup of the freebie.

Examples:

• a Canva mockup of your checklist

• a screenshot of a workbook page

• a phone mockup if it’s a mobile guide

It helps your audience visualize how to use it.

Don’t forget your CTA button

Ashlyn also called out a common creative issue:

Your button can’t be beige, blush, and invisible.
Make it pop. Make it obvious. Make it look clickable.

How Challenge Landing Pages Are Different (and Why They Need More Copy)

When you’re promoting a challenge or free workshop, you’re not just asking for an email address.

You’re asking for time.

Ashlyn’s rule of thumb:

The more time you’re asking for, the more copy you need.

A challenge page should also explain:

• What happens each day

• What outcomes they’ll get

• Why it’s worth showing up

• What they’ll walk away with

Because you’re selling participation, not just sign-up.

Split Testing: How to Do It Without Changing 27 Things

Ashlyn is currently split testing her own challenge landing page, and she shared an important tip:

Only change one variable at a time.

Examples of one-variable tests:

• longer page vs shorter page

• CTA button color

• headline option A vs headline option B

• moving a section higher on the page

If you change everything at once, you won’t know what caused the result.

Don’t Skip Optimization: Page Speed + Mobile Matter

This part is so “systems + workflow magic” because it’s not glamorous, but it matters.

Ashlyn reminded us:

• Slow page load speed can kill conversions

• Heavy background videos can drag a page down

• Your landing page needs to load fast on mobile

So yes, make it beautiful…

But make it functional first.

Final encouragement (because you’re not doing this wrong)

If you’re in a season where you’re doubting your landing page, your offer, or your marketing…

Friend, don’t let perfectionism drive the car (seriously, it’s not worth it!)

Start with the numbers. Make one small change. Test it. Then keep going.

That’s how you build a landing page that doesn’t just look good…

…but actually converts.

Stay streamlined and magical, you amazing muggle, you! I’ll talk to you all next week with a brand new episode!

Don’t forget to follow my podcast here:

https://systemsandworkflowmagic.com/podcast

Meet Your Favorite Launch Planner for Small Biz Owners & Marketing Strategist for Family Photographers (Dolly DeLong Education)