Anthony McGrathWhat does landing page optimisation involve?
Landing page optimisation covers message, layout, forms, speed, testing and tracking. The most common problems are simple: the page does not match the ad, the offer is unclear, the form asks for too much and the page is slow on a phone. Anthony McGrath does the work himself, with 22 years in digital marketing, for businesses in the UK, the US, Dubai and Australia.
Where landing pages lose people
The most common problems are simple: the page does not match the ad, the offer is unclear, the form asks for too much and the page is slow on a phone. Each one quietly raises your cost per lead.
Because I run Google and Meta ads too, landing pages are built with the ads in mind: message match, Quality Score, tracking and a version for each audience where it pays off.
- Best for
- Websites and online stores that already get steady traffic
- What you get
- Message, Layout, Forms, Speed, Testing, Tracking
- First step
- Measure: analytics, heatmaps, recordings and a walk through your site as a customer, to find where people drop out.
- Where
- The UK, the US, Dubai and Australia, working remotely across time zones
- Who does the work
- Anthony McGrath, hands-on, with 22 years in digital marketing
What's included
Everything that makes a landing page convert.
Message
Headlines that match the ad; One clear offer per page; Benefits before features; Objections answered on the page.
Layout
Above-the-fold call to action; Mobile-first design; Proof near the decision; No menus or distractions.
Forms
Fewer fields; Multi-step forms where they help; Click-to-call and WhatsApp; Instant confirmation and follow-up.
Speed
Pages that load in under two seconds; Light images and scripts; Core Web Vitals passed; Fast hosting.
Testing
Headline and offer tests; Form and layout tests; Versions per audience; Results reported clearly.
Tracking
Conversions tracked in Google Ads and Meta; Call and form tracking; Lead quality sent back to the ads; GA4 funnel reports.
Before and after
An example of rebuilding a Google Ads landing page around one clear offer.
An example of the kind of change this work aims for, based on typical starting points. It is not a promise or a specific client result: every business starts somewhere different. Money figures are shown without a currency: the same pattern applies in pounds, dollars, dirhams or Australian dollars.
How it works
- MeasureAnalytics, heatmaps, recordings and a walk through your site as a customer, to find where people drop out.
- PrioritiseA ranked list of fixes and test ideas, scored on likely impact and effort.
- TestChanges tested properly (A/B where the traffic allows), so you know what worked and why.
- Roll out and repeatWinners go live, losers are learned from, and the next round starts.
Questions
What makes a good landing page?
One clear offer that matches the ad, a headline that says what the visitor gets, proof they can trust you, a short form and a page that loads fast on a phone.
Should I send ads to my homepage?
Usually not. A dedicated landing page that matches the ad converts better and lets you test without changing your main site.
Can you build landing pages on my platform?
Yes. WordPress, Shopify, Webflow, Unbounce, Instapage, Leadpages or a custom build, whatever suits your setup.
Will better pages lower my ad costs?
Yes. Higher conversion rates lower cost per lead directly, and better pages improve Google Ads Quality Score, which lowers cost per click too.
Platforms and tools
About Anthony McGrath
Tip of the day
Avoid tiny split audiences. Combine similar ad sets so Meta gets enough conversion data to exit learning phase.
A UK-based freelance digital marketer with 22 years across Shopify, WordPress, WooCommerce, Magento, conversion rate optimisation, funnels, Google, Meta and TikTok ads, SEO and tracking. He works directly with businesses in the UK, the US, Dubai and Australia, so the person who plans the work is the person who does it. More about Anthony or connect with him on LinkedIn.
Make your ad spend go further
Send your landing page and the ads pointing to it. You get the changes most likely to lower your cost per lead.
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