Most landing pages in Pakistan fail for structural reasons rather than because of the writing. The information a visitor needs is present but in the wrong order, so they leave before reaching it.
Fix the structure and mediocre copy converts. Leave the structure wrong and excellent copy does not save it.
The six sections, in order
1. What this is, who it is for, and what to do next
A visitor decides within a few seconds whether they are in the right place. That decision needs three pieces of information immediately: what you offer, who it is for, and one obvious action.
The most common failure is a headline about the company rather than the visitor. “Delivering excellence since 2011” tells them nothing. “ERP implementation for manufacturers in Punjab, live in 90 days” tells them whether to keep reading.
One primary action per page. Not three buttons offering different things.
2. The problem, stated in their words
A short section that describes the situation they are in, using the language they would use. This is what makes a visitor feel understood, and it is where most locally written pages skip straight to features.
If you have read your own customer enquiries, you already have this section written.
3. What you do about it
Three or four points, each about an outcome rather than a feature. Not “cloud based multi tenant architecture” but “your branches see the same stock, in real time”.
4. Proof
The section that carries the most weight and is most often thin. In order of persuasive power:
- Specific results with numbers, named where the client permits it.
- Named testimonials with a photograph and a company.
- Client logos.
- Volume claims such as projects delivered or years in business.
Anonymous testimonials attributed to initials persuade nobody. One real case study with a name and a number beats twelve generic quotes.
5. Objection handling
Whatever makes people hesitate: price, timeline, whether it works for their size of business, what happens if it goes wrong. An FAQ section is the easiest format and it removes the questions that would otherwise stop someone contacting you.
Being direct about price, even as a range, filters out people who were never going to buy and increases enquiries from those who will.
6. The action, repeated
The same action offered again at the bottom, and ideally in the middle. People who scroll to the end are the most interested people on the page; do not make them scroll back up.
The fold matters less than people think
Visitors do scroll. What matters is not cramming everything above the fold but making the top section clear enough that scrolling feels worthwhile.
What must be visible immediately: what this is, and that there is an action. Everything else can be below.
The four things that quietly kill conversion
1. Slow loading on mobile
The majority of Pakistani traffic is mobile, often on a mid range Android on mobile data. A page that takes six seconds loses a large share of visitors before they see the headline.
Test on a real phone on mobile data, not on office wifi. See the four fixes that actually matter.
2. Forms asking for too much
Every additional field costs submissions. Ask for the minimum required to have the next conversation. For most service businesses that is name, phone and one line about what they need.
Company size, budget range, how they heard about you and job title can all be asked on the call.
3. No WhatsApp option
In Pakistan, a meaningful share of people who will not fill a form will send a WhatsApp message. Offering both typically increases total enquiries substantially.
The condition is the same as always: someone must answer.
4. Navigation that leads away
A landing page for a specific campaign should not carry the full site menu. Every link is an exit. Logo, the content, the action.
Writing that works
- Short paragraphs. Two or three lines. Long blocks are skipped on a phone.
- Specific over impressive. “Live in 90 days” beats “rapid deployment”.
- Their words, not your internal vocabulary. Customers search for what they call it, not what you call it.
- Say what you do not do. Counterintuitive and effective. It builds credibility and saves both sides a wasted call.
What to test, in order
- The headline. The largest single effect available.
- The form length. Removing two fields is the easiest win on most pages.
- Adding WhatsApp alongside the form.
- The proof section. Adding one specific case study with numbers.
- Button wording. “Get a quote” against “Talk to an engineer”. Small effect, easy to test.
Test one thing at a time and give it enough traffic to mean something. Most Pakistani businesses do not have the volume for rigorous testing, in which case use judgement, fix the obvious problems, and spend the effort on the offer instead.
Frequently asked questions
How long should a landing page be?
As long as it takes to answer the questions that stop someone acting. Higher price and higher risk purchases need more. A short page for a complex service usually underperforms.
Should I put the price on the page?
A range, usually yes. It filters unqualified enquiries and increases trust. Hiding price entirely raises volume and lowers quality.
How many calls to action should a page have?
One action, repeated two or three times down the page. Multiple different actions split attention and reduce all of them.
Do I need a separate page per campaign?
Ideally per service or per offer. Sending all paid traffic to a homepage is the most common reason campaigns underperform.
Ezitech builds websites and landing pages designed around enquiries rather than appearance, and runs the campaigns that point at them. Tell us what you need to sell.