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 is a good lead-to-client conversion rate for financial advisers?
3 8% for mass affluent advice, 8 18% for specialist niches (DB transfer, equity release), 1 4% for HNW wealth management. Measure over 90+ days.
How do I reduce no-show rate for financial consultations?
Send multi channel confirmations (email + SMS), add a personal video greeting 24h before, require a soft commitment (reply to confirm), and schedule within 3 5…
How do I qualify mortgage leads at form submission?
Five field qualifier: property value, deposit %, employment, credit, timeline. Reject: deposit under 5%, recent bankruptcy, timeline over 12 months unless buy…
Why is my financial landing page not converting?
Usually one of five: slow load, weak hero, too many fields, no proof, or nav links leaking traffic. Fix in that order.
What is a good conversion rate for an IFA landing page?
A well designed IFA landing page typically converts 4 9% of paid traffic to a booked call or fact find; below 3% usually signals a messaging or friction issue.