10 Landing Page Mistakes to Avoid
When it comes to inbound marketing, having a landing page in place — as opposed to sending traffic to your main shop or product page — can significantly increase your conversation rate.
Here are 10 mistakes to sidestep when you’re setting up your landing page:
Poorly Placed Call to Action (CTA)
Your CTA should be immediately noticeable when the page loads. Users are unlikely to scroll down, so if they can’t locate the CTA immediately, they won’t spend time searching for it.
Excessive Links
Besides the CTA, there should be few other links on the landing page.
Drab CTA Button
Your CTA should inspire action. Different colors work better in different industries — so this might be a case of trial and error — but in general, bright colors tend to perform best.
Confusing Content
A landing page is your chance to grab a potential customer’s attention. Avoid complex jargon and make sure your landing page communicates exactly what you do and how you can help them.
Bad Grammar
Spelling and grammatical errors on your site could cause prospects to quickly turn away. This is a huge turnoff and makes you look highly unprofessional. Hire a copywriter if you need to polish your language — it’s worth it!
Too Much Text
Overloading a page with text is a big no-no. Even if you have a lot of information to convey, be surgical with your words. You should use this opportunity to pique your audience’s attention — you can offer more info further down the pipeline. Using video and sequential messaging before a user gets to the landing page can help you accomplish this and reduce the next for extra copy.
Poor-Quality Images
Whether you’re using stock photos or your own creative images, make sure they’re interesting and relevant. You can boost your conversion rate by using video to further entertain and engage your website visitors.
Asking for Too Much
Don’t make the mistake of hosting long forms on your landing page that require more information than you need. This could send your visitors running in the opposite direction. Make sure any forms ask for the bare minimum and you’ll soon notice an improvement in page performance.
Unrelated Info
There are plenty of mistakes you can make on the page itself, but you can also make an error before visitors even get there. Make sure what you deliver on your landing page matches what was promised.
Bad Testimonials
Resist the urge to fill the page with great reviews of your company or product — unless they’re from reputable sources. Otherwise, you risk looking generic and spammy.
Some of these mistakes are easy to make, but if you devote some extra time and energy to creating your landing pages, you can boost your performance and lead generation in a big way.
