Why experts sometimes have terrible conversion rates.

I recently consulted with a therapist who wasn’t getting as many new patients from her Google Ads as she had hoped. She'd asked me to take a look at her account to see if I could spot a problem.

Turns out there was nothing wrong with the account setup. Her campaigns were solid - she was showing ads to the right people, and they were clicking her ads.

The problem? Her website wasn’t converting. Fewer than 5% of her paid clicks were turning into leads.

Given that she had good qualify traffic, and she offered a free initial consultation, I'd expected her conversion rate to be about 10%. That would cut her cost per lead in half and double her leads - without spending a cent more on ads.

Good quality traffic converts when the landing page is well designed, and the words resonate.

Her page had some design issues:-

• Slow loading speed: A good landing page loads in under 2 seconds. Hers took more than 5 for the first screen, and about 30 for the whole site.

• Mismatch between ad and landing page: She advertised a free consultation but the landing page didn’t mention it - even though she offered it. This can come across as a bait-and-switch tactic and erodes trust.

• Hidden contact options: Making contact methods more prominent significantly increases engagement. Her "Contact Us" button was buried at the bottom of 1,474 words (yes, I counted). And, the phone number in the main menu didn't stand out from the other links.

The bigger issue: The words were the real conversion killers.

A landing page must convince visitors of 4 things before they’ll take action:-

1. You understand their problem.
2. You offer the solution they’re looking for.
3. You’re capable of helping them.
4. You’ll respond if they make contact.

Her page didn’t address any of these. Instead, it fell into a common trap for experts: it was all about her:-

• She listed her many credentials.
• She explained her approach in great detail.
• She shared how her personal struggles led her to help others.

But nothing on the page showed her visitors that she understood their problems.

• There was nothing for the wife facing divorce and a precarious future because of her husband’s addiction.
• There was nothing for a desperate parent willing to do anything to fix their broken teenager.
• There was nothing that recognised the self-loathing of an individual battling their own addiction.

And yet, she’s helped thousands of people in these exact situations rebuild their lives.

Many experts make the mistake of assuming that website visitors will connect the dots between their credentials and the outcome the visitor wants. They expect the visitor to build the bridge between "I'm trained in IFS, EMDR, ACT, and CBT therapy modalities" and the life they're longing for: free of addiction, pain, and suffering.

But here’s the reality: it’s not obvious to most people.

On the internet, if your headline and first two dozen words don’t scream, "You’re in the right place to fix your problem," people will click the back button. They won’t wait to piece it together.

I offered 5 suggestions for her landing pages. It's been my experience that these improve conversion rates for all professional services like law, immigration, healthcare, consulting and training etc.

1. Send people to a landing page that’s specific to their needs.

If someone searches for help with gambling addiction, give them a landing page that talks about gambling addiction. If someone searches for an advanced Excel training course, put them on the advanced Excel training course page. If someone searches for a work permit renewal ... you get the point.

Google Ads allows you to send people to the page most relevant to what they're looking for. It does take effort to produce specific landing pages, but it's worthwhile because you get more leads at a lower cost per lead.

2. If you don't know what they want, make it easy for them to choose.

A lot of searches for professional services are of the kind "therapist near me", "counsellor for teens" or"immigration lawyer london". They don't tell us specifically what the searcher wants.

Sending someone who searched for "immigration lawyer london" to a page about work permits wouldn't make sense because they might want a student visa.

Instead use a landing page with a clear headline "London Immigration Lawyer" and a clickable list of services the firm offers. e.g. an immigration law firm might have a list that includes work permits, student visas, permanent residence and citizenship applications.

The headline confirms that the visitor is in the right place and the list of services gives them a clear path to follow.

3. Don’t talk about yourself until you’ve talked about the visitor's problem.

Talking about your expertise is important—but timing is everything.

If you lead with your credentials and personal story, you risk losing visitors before they even realize you can help them. Instead, start by confirming you understand their problem and offer the solution they’re looking for.

You can include your "about me" section further down the page. Ideally, give it its own design so it stands out and feels optional for visitors who aren’t ready to dive into the details. I've put an example about half way down the page at https://demoleadsite.com if you're interested in one way of doing this.

4. Frame your expertise around something your visitor cares about.

Instead of saying,

I’m a trauma-informed therapist trained in EMDR, IFS, CBT, and ACT modalities.

say

You best path to recovery is unique to you. I’ve spent thousands of hours mastering various treatment methods so I can help my clients find the approach that works best for them.

This shifts the focus from what you do to what the client gets.

5. Write for non-experts.

Most visitors don’t know (or care) about the technicalities of IFS, EMDR, or CBT. They’re looking for reassurance that you can help.

Start with simple, accessible language that speaks to their emotions and concerns. You can dive into the details further down the page for those who want more information.

Want to increase your conversion rate?

I’ve seen conversion rates double, triple and even 10X after a few quick and easy changes to the enquiry form. Subscribe now, and I'll send you a free copy of my in-depth ebook High-Converting Enquiry Forms.

You're already paying for clicks. Now turn them into conversions. Privacy policy. Unsubscribe at any time.