MillTech's TCA page delivers the 88.15% FX savings story its LinkedIn ad promises, just not in the H1

MillTech's LinkedIn ad sells a specific outcome to fund managers: cut FX costs by 88.15% on average and find out exactly what you are paying with a free Transaction Cost Analysis. The landing page at /product/transaction-cost-analysis backs that promise with the same savings figure, a 'Request a free TCA' CTA, four matching benefit pillars, and credibility proof (15 tier 1 counterparty banks, $543bn+ annual FX volume).

The weakness is purely at the top of the page. Instead of restating the ad's outcome hook, the H1 asks 'Do you know your current costs?' That diagnostic framing makes the visitor work for one extra scroll before the 88.15% number, free TCA framing, and proof bar reassure them they are in the right place. Fixing the H1 alone would likely move this from a soft B into A territory.

Once a visitor scrolls past the diagnostic H1, the page reinforces the ad's promise quickly. The opening paragraph claims clients have cut FX costs by 88.15% on average and improved returns on cash balances, then offers a 'free & independent Transaction Cost Analysis and Cash Optimisation review' with a 'Request a free TCA' button.

Below that, three stat tiles do the credibility heavy lifting: 88.15% saving on average, 15 tier 1 counterparty banks, and $543bn+ annual FX volume. Four benefit pillars (Full Transparency, Benchmarking, Enhance Risk Management, Optimise returns) line up almost one for one with how the ad describes TCA, then a 'Why independent audits are important' section adds governance, data accuracy, unbiased perspective, and time savings.

A small library of blog posts on TCA myths, hidden FX execution costs, and best execution for private equity firms keeps the reader inside the same topic until the bottom-of-page contact form. Nothing on the page contradicts the ad. The work to do is making the ad's strongest line the first thing a clicker reads.