Gabitie Steel Buildings
landing page - 10 opportunities identified
A visitor arriving from a Google Ad has one question: "Is this what I need?" The current hero leads with Steel Buildings" but this is surrounded by a wall of text and various messaging. Visitors from paid ads need to immediately confirm they're in the right place and see some hard-hitting and relevant points.
Replace the hero headline with a concrete, outcome-led statement. Something like: "Cold Rolled Steel Buildings, Built in the UK - Garages, Workshops & Storage, Lifetime Structural Warranty." The visitor should know exactly what they're getting in under three seconds. Trust signals can come below the hero section once the user confirms they're in the right place.
The page has two initial call-to-action buttons - "Free Design Consultation" and "Book a 20-Minute Design Call", both currently carry the similar visual weight, so neither reads as the primary action. The prioritised CTA should use a loud colour such as bright orange, this will stand out against the dark background and encourage clicks.
Use a bright orange for the primary CTA, repeated at key scroll points thorughout the page especially after the product grid. The secondary action works better as an outline or text button so the hierarchy is immediately clear.
The page lists bullet-point warranties and guarantees, but these are buried in the busy hero section. These should have their own section on the page, paired with customer reviews, star ratings, project counts, and named testimonials. "Best Warranties in the Industry" is a strong statement, but it needs evidence behind it. For a high-ticket purchase, buyers want to feel reassured before they pick up the phone.
Add a social proof bar relatively high up on the page: including star rating (Google/Trustpilot), number of buildings installed, years trading. Pull two or three genuine named customer quotes with location and building type. Numbers are trust - "312 buildings installed across the UK" outperforms warranty bullets.
The page covers single garages, double garages, workshops, agricultural buildings, aircraft hangars, carports, portal frames, and more - across a very long scroll. For someone arriving from a Google Ad for "steel garages," it can be hard to know where to go first. A more focused journey would help visitors find what they need faster.
Tighten the focus to the two or three highest-converting product types (likely garages and workshops). Let users self-select with a simple, visual "What are you looking to build?" section early on - illustrated options that route to dedicated pages rather than trying to show every product on one page.
Visitors have no idea whether they're looking at a £2,000 product or a £50,000 one. This is a significant conversion blocker - people won't enquire if they're worried about wasting time or being surprised by price. The absence of any pricing signal often reads as "expensive."
Add an anchor price early: "Garages from £X,XXX - fully installed." Alternatively, a simple size calculator (width × length → estimated range) removes anxiety and improves enquiry quality. Even a "typically £X–£Y" range is better than silence.
Steel buildings are a visual product, but the page isn't giving the imagery room to breathe. The example building thumbnails are small enough that visitors can't properly assess what they're buying. There's no gallery layout, no lightbox, and no sense of scale against surroundings.
Restructure the image presentation so buildings are displayed more prominently - ideally a full-width second hero image at the top, followed by a proper gallery section. Add captions with size and use case. The page needs to show these products off properly and prominently.
The "Proprietary Approach" section introduces branded terms - Gabitie Seal, Gabitie Protect, Gabitie Lock, Gabitie Smart - with YouTube-thumbnail-style previews. For a first-time visitor this creates cognitive load without communicating a clear benefit. The names alone mean nothing without context.
Either cut this section from the landing page entirely, or reduce it to a single benefit line: "Every Gabitie building includes industry-exclusive sealing and tracking technology as standard." The detail can live on a dedicated product page. On a conversion page, I suggest keeping it simple, linking out via clear CTAs to more detailed information.
The CTAs offer nothing that creates a reason to act now. "Free Design Consultation" is great, but it doesn't communicate what happens next, how long it takes, or what the visitor gets. There's also no pre-qualification which is likely generating wasted sales time on unsuitable leads.
Reframe around a clear, low-commitment next step: "Get your free quote in 24 hours - tell us your size and we'll do the rest." Add light qualification to the form: intended use, rough size, timeline.
The page uses several different icon styles across different sections such as the hero section icons, the warranty tick icons, and the service icons. These all come from different sets and don't sit consistently together. It creates a slightly patchwork feel that undermines the premium positioning the warranties and guarantees are trying to establish.
Settle on a single icon set, or even consistent use of ticks across the whole page. A clean, minimal icon style would complement the existing branding well and prevents distraction from the actual content throughout the page.
The page trails off at the bottom with a footer and some supplementary links, but no strong closing moment. Visitors who've scrolled to the bottom are the most engaged, but there's no strong CTA there to catch them before they leave, only a heavy text section.
Add a dedicated closing CTA section above the footer with a clear heading, one or two lines of reassurance, and the primary call to action. This is a straightforward addition that captures the visitors most likely to convert.
Start with the brief, not the tool
Before writing a line of code or opening Breakdance, I'd confirm what conversion looks like - phone call, form fill, or both. The metric defines every decision that follows.
One change, one reason
Every change to a live ad page gets a documented rationale. That way you can roll back, A/B test, or replicate what works across all sites.
Commercial first, design second
A prettier page that converts worse is a step backwards. Every visual decision is tested against one question: does this help or hinder the enquiry?
No hand-holding
I work independently and flag blockers proactively. You'll get a short update when work lands rather than a trail of clarification requests before I start.
