Why your funnel converts at 1% (and how to fix it)

If your landing page converts at 1%, the traffic isn't the problem. Six leaks, one diagnostic each, in the order we'd check them.

The most common diagnosis we hear from operators with a 1% landing page: 'the traffic is bad.' Sometimes it is. Usually it isn't. A page converting at 1% from cold paid traffic should be converting at 4–8%, and the difference is almost always the page itself.

Diagnostic question: can a stranger, looking at the hero for 5 seconds, answer 'what does this company do, for whom, and what makes it different?'

If the answer is no, nothing else matters. Most service-business heroes fail this test because the headline is a slogan, not a promise. Slogans don't convert. Specific promises do.