Clicks are great. But they're not buying.

A founder reached out last month with a problem I hear all the time:

"Our ads are getting clicks. CTR is solid. But conversion is terrible. Is it a landing page problem?"

Maybe. But probably not.

Nine times out of ten, when clicks don't convert, the issue isn't the page. It's continuity.

Here's what I mean.

Your ad makes a promise. It uses specific language. It surfaces a specific pain. It implies a specific outcome.

Then someone clicks ... and lands on a page that's talking about something slightly different …

It's not that the page is bad. It's that the story changed mid-sentence.

And when the story changes, people hesitate. They scroll. They leave. They "think about it."

This is what’s called a continuity break.

And it's one of the most expensive, hardest-to-see problems in acquisition.

For example …

A brand was running ads that said: "Finally sleep through the night without waking up at 3am in a panic."

Super specific. Emotional. Clear outcome.

The landing page headline? "Premium sleep support for better rest."

See the problem?

The ad spoke to a very specific, visceral pain (waking up at 3am). The page spoke in generic wellness language.

The person who clicked was looking for a solution to that exact problem. But the page didn't acknowledge it. So they bounced.

We rewrote the page to match the ad. Same pain. Same language. Same proof type (customer stories about sleeping through the night, not "clinical studies on sleep quality").

Conversion rate jumped significantly.

Here's the rule:

Your ad, your landing page, and your offer need to tell one continuous story.

If someone has to "translate" what you meant when they land on your page, you've already lost them.

The moral: Continuity isn't a nice-to-have. It's the difference between a click and a customer.

Tomorrow I'll show you the third place this breaks … and it's the one where founders add complexity when they should be removing it.

See you tomorrow,

Jeremiah

P.S. If you're getting clicks but not conversions, open your top ad and your landing page side by side. Read them out loud. If they don't sound like the same person talking about the same thing, you found your problem.

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