Skip to main content
Conversion

Should I send paid traffic to my website or a separate landing page?

Last reviewed 22 April 2026 · Reviewed by Jake McQuillan

Quick answer

Should I send paid traffic to my website or a separate landing page?

Always use a dedicated landing page, never the homepage. A focused, single-CTA landing page will convert 3 to 5x better than your main website because it removes navigation, competing offers and generic messaging.

Want us to do this for your firm?
Get a compliant lead-gen plan tailored to your niche and compliance setup.
Book a discovery call

The numbers

  • Homepage conversion on paid traffic: 0.5 to 2%.
  • Dedicated landing page: 5 to 12%.
  • Message-matched landing page with named offer: 8 to 18%.

Why homepages fail for paid

  1. Navigation lets users leave.
  2. Multiple competing CTAs dilute attention.
  3. Generic hero copy cannot match ad intent.
  4. Slower load times from full-site assets.

Best practice

  • One landing page per offer.
  • One hero headline that mirrors the ad.
  • One primary CTA.
  • Social proof, FCA status, and trust signals.
  • No site-wide navigation.
Was this useful?
JM
Reviewed by
Jake McQuillan
Founder at Platinum Prospects
Last reviewed 22 April 2026

Ask your own question

Describe your firm’s situation and we’ll reply with a tailored answer and benchmarks.

We’ll email you once with an answer. No marketing sequences.

Related questions

What makes a good lead magnet for a financial adviser?
A good adviser lead magnet is specific, niche, and delivers a concrete outcome in under 10 minutes. Examples: "pension consolidation checklist", "IHT quick aud…
What is the average lead-to-client conversion rate for IFAs?
UK IFAs typically convert 8 18% of paid leads into clients, with the variance driven by response speed, nurture quality and qualification scoring.
What is the best form length for financial lead generation?
4 6 fields for top of funnel (name, email, phone, interest, timeline), 8 10 fields for deeper qualification landing pages. Under 4 kills quality; over 10 kills…
Should financial advisers use email nurture for leads?
Yes. A 30 90 day email nurture sequence typically recovers 15 30% of "no show" and "not ready now" leads into booked fact finds at near zero marginal cost.
Why are my Meta ad leads low quality?
Usually one of three: instant forms with no qualification, broad targeting with cheap audiences, or weak ad copy that attracts deal seekers rather than intent.