--- title: Bluepoint Landing Page CTA & UX Improvements type: article created: '2025-09-30' updated: '2025-09-30' source_docs: - raw/2025-09-30-ad-review-call-90747981.md tags: - landing-pages - cta - conversion-optimization - bluepoint - callrail - ux layer: 2 client_source: null industry_context: null transferable: true --- # Bluepoint Landing Page CTA & UX Improvements ## Overview During an ad review call on 2025-09-30, several landing page issues were identified across Bluepoint's four new campaign landing pages. Despite strong top-of-funnel performance (high impressions, clicks, and CTRs), the landing pages had weak conversion signals. This article captures the specific recommendations made and the reasoning behind them. See also: [[wiki/clients/bluepoint/_index]] | [[wiki/knowledge/google-ads/conversion-tracking-best-practices]] --- ## Problems Identified ### 1. Weak CTAs The landing pages used generic, low-intent calls to action: - **"Learn More"** — does not signal a next step or commitment - **"Send Message"** — passive and vague These CTAs are mismatched with the intent of a user who clicked a paid ad. Someone arriving via Google Ads has already expressed interest; the CTA should meet them there. ### 2. No Clarity on Post-Form Submission The form copy read something like *"Whether you have a question or just want more information, our team is here to help."* This does not tell the visitor what will actually happen after they submit. Visitors are often hesitant to fill out forms because they fear spam or don't know what to expect. ### 3. Multiple Phone Numbers in Footer The footer contained three separate phone numbers. On a landing page, multiple phone numbers: - Dilute tracking (impossible to know which number drove a call) - Create decision fatigue - Cannot be reliably attributed to ad traffic ### 4. No Sticky / Persistent Header The primary CTA and phone number disappeared as users scrolled. A visitor who reaches the bottom of the page should still have immediate access to a conversion action. ### 5. No Call Tracking Bluepoint did not have CallRail (or equivalent dynamic number insertion) set up at the time of review. Phone calls from landing pages were not being tracked as conversions. --- ## Recommendations ### Replace Weak CTAs with Action-Oriented Language Swap generic CTAs for language that reflects what the visitor will get and what will happen next. Examples by campaign: | Campaign | Suggested CTA | |---|---| | Cashless ATM | "Go Cashless" / "Get a Free Consultation" | | Reverse ATM | "Get Your Reverse ATM Guide" / "Let's Talk" | | Traditional ATM | "Get a Proposal" / "Let's Meet" | | PMAX (general) | "Let's Talk" / "Get an Offer" | The principle: the CTA should reflect a specific, desirable outcome — not a passive action. ### Add Post-Form Submission Clarity Directly above or within the form, add a short line explaining what happens next. Examples: - *"Fill out the form and we'll reach out within 24 hours to set up a call."* - *"Submit your info and a specialist will contact you to schedule a free consultation."* An even stronger option: embed a **scheduling link** (e.g., Calendly) at or near the form so the visitor can book time immediately. ### Implement a Sticky Header with Persistent CTA Add a sticky/fixed header that remains visible as the user scrolls. It should contain: - A single, action-oriented CTA button (e.g., "Let's Talk") - One tracked phone number This was noted as the original design intent but had not been confirmed in the live versions at time of review. ### Consolidate to a Single Tracked Phone Number Remove all but one phone number from the landing page. That number should be: - A **CallRail** number (or dynamic number insertion equivalent) - Consistent across the page (header, body, footer if present) - Configured to fire a conversion event in Google Ads when called > **Action item:** Melissa to investigate CallRail setup for Bluepoint. See [[wiki/knowledge/tools/callrail-setup-guide]] if available. --- ## Underlying Principle > *"You didn't click on the ad for entertainment. You're looking for something. And at the top of every form, the $64 question is: what's going to happen when I fill out this form?"* > — Mark Hope, 2025-09-30 ad review call Landing pages for paid traffic should do one thing: convert a visitor with existing intent into a lead. Every element — CTA copy, form framing, phone number placement, header behavior — should serve that goal. Anything that creates ambiguity or friction works against it. --- ## Related Issues - Bluepoint conversion tracking was also broken at time of review (page views counted as conversions, conversion values not set). See [[wiki/knowledge/google-ads/conversion-tracking-best-practices]] for the fix applied. - These landing pages were newly created (replacing direct website pages used as ad destinations). The improvements above should be applied before or alongside updating campaign destination URLs. --- ## Action Items (from source meeting) - [ ] **Melissa / Ben** — Update all four Bluepoint landing pages: replace weak CTAs, add post-form clarity, confirm sticky header is live - [ ] **Melissa** — Investigate CallRail setup for Bluepoint; discuss on Wednesday call with client - [ ] **Gilbert** — Update campaign destination URLs to point to new landing pages