What's wrong with my landing page

Seems like you have the structure down nicely. I would inject some color-- try making your navigation bar black and your footer section blue. I would also add photography of a person on a computer and then a person in a conversation to make to bring it more to life.
For photos-- www.pexels.com
one page love for inspiration --- https://onepagelove.com/inspiration

Good luck! :-)

First of all, in the H1, you need to solve the main pain of your potential users.

You're using same headline in first and second part.

Add more focus with pains and gains to your users feel that you're solving their main problem vs other ones.

Also, improve the design to generate more confidence. Now it isn't. And add examples in features.

In the navigation bar, convert the "Sign Up" and "Sign In" buttons into links. Additionally, consider flipping the video to the left side and switching the positions of the left and right sections. Instead of having both "Try for Free" and "Sign In," keep only the "Try for Free" button.

Separate the issues into two parts

1. Marketing Copy
2. Design Hierarchy
   --

Marketing copy:

One example of how I think the page should be changed:

I recommend not using "Elevate" sort of non-quantifiable verbs, as it might not resonate directly, instead if your copy is "Get 8 Bands in 4 weeks" (just example) if thats what you are trying to pitch people can relate easily. Usually UX people/marketer can help here.

Design Hierarchy

This means what you want people to see first, second and third.

One example instead of SpeakyWise brand name "Get 8 Bands in 4 weeks" should be of that size and bold, so immediate attention,

You may think in the above line of thought process, I am sure you can figure out the rest of it as you have already reached a good state. Usually UX people can help here.

--

Once you have the above right, you might uplift the aesthetic look, by giving it to a UI designer.

Good luck

The aesthetic can be improved upon

Start with improving the UI. Spacing, colours and images. Then take it from there.

It's a cool idea but I would refine the look-and-feel a little bit, it looks like a beta -- which is totally fine, but maybe you targeted the wrong cohort (i.e. not early adopters).

Try fixing the margins, spacings, container size, etc.
Also maybe give it a new paint of color.

As a developer, I also struggle creating nice looking UIs, but reading "Refactoring UI" by the creator of Tailwind gave me some pretty valuable insights.

I would add customer testimonials and real stories of how it's helped them. For me, seeing video testimonials can be really helpful.

Depending on budget, you could also try this site to give interactive video explainers, it's called video bot.

It's possible that your Google Ads are not effectively reaching your target audience. Make sure that your ads are being shown to the right demographics and interests to attract potential sign-ups.

If you know which languages your target audience speaks you could have translated versions of the page. Seems like a lot of (English) text for an IELTS page.

Your CTA is not sticky - or also called "floating". When I scroll and gather more information, it just vanishes.

I would second what others say about design, things like typography, adding white space (specially in your toolbar header the signup and signin ctas are sticking together) etc.

Additionally I can suggest if this is the page you are running ads on I would say add a form in (above the fold area) where you capture the email directly so there is no friction for your users to click on signup button and go to other page, you can then do some logic where you can ask for password when user submits email.

One thing I learned about making websites is, TYPOGRAPHY is very important. Don't make it look like a MVP... make it look like a working product you're already making money with already.

Good Luck!

Hey man! Just wrote you via email, I can give you a hand if needed with your copy

Kinda old but still very relevant resource with breakdowns of popular web app sign up processes - google "user onboarding teardowns" (sorry I'm new here so can't post a link)

Have you changed your Google Ads message or target audience from the time you started?

I would also say the site is a little plain, adding some images would make it more enticing.

Who is your target audience? I see your tagline is "Practice English speaking anytime [...]"... In English. Wouldn't this be better suited to people who don't know English that well who want to learn, and therefore the site should be in their native language? If they visitied the site to learn English but they can't understand what you offer, that's a big problem.

I'm sorry to hear that you're facing challenges with converting leads into actual sign-ups on your site. There could be several factors contributing to this issue. Here are some potential reasons and suggestions to address them:

Relevance of Ads:

Ensure that your Google Ads are targeting the right audience. Review your ad copy and keywords to make sure they accurately reflect what your site offers.
Check if there is a mismatch between the expectations set by the ads and the actual content on your site.
Landing Page Optimization:

Examine the design and content of your landing pages. Ensure they are user-friendly, visually appealing, and provide clear information about the value proposition of your service or product.
Make your call-to-action (CTA) prominent and compelling. Users should understand what action you want them to take.
User Experience (UX):

Assess the overall user experience on your site. If it's difficult to navigate or if there are technical issues, users may abandon the sign-up process.
Optimize your site for mobile users since a significant portion of web traffic comes from mobile devices.
Trust and Credibility:

Build trust by displaying customer testimonials, reviews, or any relevant certifications on your site.
Clearly communicate the benefits users will gain by signing up and highlight any unique selling points.
Follow-up and Remarketing:

Implement a follow-up strategy for leads who haven't converted. This could include email campaigns, retargeting ads, or other forms of remarketing to keep your brand top-of-mind.
Analytics and Tracking:

Use analytics tools to track user behavior on your site. Identify where users are dropping off in the sign-up process, and address those specific points of friction.
A/B Testing:

Experiment with different versions of your landing pages, ad copy, and CTAs to see what resonates best with your audience. A/B testing can help you optimize for conversions.
Feedback:

Collect feedback from users who visited but did not sign up. This can provide valuable insights into potential pain points or concerns that need to be addressed.
Competitor Analysis:

Analyze the strategies of successful competitors. Identify elements that may be contributing to their conversion rates and consider how you can incorporate similar effective practices into your approach.
Remember, addressing conversion issues is often an iterative process. Continuously monitor and analyze performance metrics to make data-driven decisions and refine your approach over time.