A landing page is an excellent tool for a marketer. It can be a direct and straightforward way to tell a story, that will catch your prospect’s attention and hopefully result on a “call to action” click, which can mean a successful conversion or a wanted subscription. Either way, it builds a good connection between you and your customer (current or future).
But the story told by your landing page must be very well written. As it happens in every fairy tale or thriller you read, it must make sense and talk directly with your audience. Paying attention to what they want to hear and how they want to hear it.
It is never wise to undermine the power of storytelling in marketing. Marketers are getting more and more aware of that, and it’s something that should be present throughout all your marketing content. And, of course, your landing page shouldn’t be out of that.
Everything on your landing page must be carefully done–from the web design to the pictures your use. Otherwise, you can lose a significant lead, confuse your customer or even create a bad image for your brand. And nobody wants that!
There are some things you can do to jeopardize your chance to convert a user into a customer, and here we list some of them.
8 Landing Page Mistakes to Avoid
Call to Action is Not Clear
The Call to Action button is one of the most important things (some would say the most important) on your landing page. It is how you close the deal, how you conquer your goal. And this is the main reason why the user should find it without sweating. It must not be a challenge for the user to find the right place to click.
Do your best to make all your landing page content very clear. It must be a well-written message explaining what you do, why you do it (storytelling one more time! Check Simon Sinek’s TED Talk) and how. Your customer must know a little about you and understand very quickly why they are on that page. Don’t be generic or try something too subjective. This is not the time.
Also, be careful with the number of links you put there. If the user has too many options to click, they might get lost and the call to action opportunity can go to waste.
The secret here is: be clear, concise and direct. Make it easy for the user.
As we already said, your call to action must get people’s attention quickly. This is not the time to be discrete. But of course, you must keep it tasteful.
Sometimes businesses forget to design a page with a call to action button that really pops and gets attention as soon as you put your eyes on the page. And for that, you can rely on what some colors mean and what feelings they awake in people. This science is very used for companies, and you should apply that too if you are thinking about improving your results and conversions.
Here we gathered some information about the most used colors. The listed suggestions have a proven record of success with users.
Some of the most used colors are:
Blue: one of the favorites, since 57% of men and 35% of women declares it is their most cherished one. People usually think about trust and professionalism when they see the color blue. If that’s what you’re looking for, blue can be a great option.
Green: It is associated with “go,” because of the traffic signs. That means a call to action button with that color may get more people to click since it is a subtle way to say “click here now.” Green is also usually associated with healthy and organic products.
Red: this is the color of passion and can make people act impulsively. That’s why it is a favorite on “Sale” ads, for example.
Many colors can make sense for your business’ landing page. You should understand which one is the best fit for your brand and purpose.
Location, Location, Location
All your efforts must be above the fold. If your call to action is below that imaginary line, you are doing it wrong. Even though people scroll down on pages, they spend 80% of their time reading and engaging with what is above the fold. And this information is gold!
Marketers and writers have been studying how people read things on a page for years, to understand the best way to advertise and to get people’s attention for the most important things. This started to be applied with success on newspapers, and the same knowledge is being used now on have, to improve their results.
The message here is: don’t trust that your reader will take the time to scroll down the screen and find what you want they to see.
Don’t underestimate the power of a well-told story. Your landing page must situate people, explain why they’re there and what’s the purpose. No one likes to get or feel lost.
Put some effort into understanding what’s your real main purpose with your landing page. You can even ask yourself some questions that your reader might want to know the answer as soon as they arrive on your landing page:
- What is this page about?
- Why am I here?
- Ok, I’m interested. What should I do?
That should give you some guidelines and make the whole process easier. You just must put yourself in your customer’s shoes and design the best experience for them, and the best path that they should follow.
Another important point is to remember who you’re writing for. Your message must have the right tone for your desired audience. If it is not designed to get an expert’s attention, it can’t have any expert’s jargons, for example.
State your message clearly and concisely.
Another common mistake is about pictures, and here we usually notice two problems. A landing page must have beautiful images, in a good resolution and pass a message that makes sense. It should be connected with everything else on your page, and also with your brand identity.
Pictures with good quality give you credibility. And, as we all know, an image sometimes worth a thousand words. Be aware of that when discussing with your design team.
Avoid pictures that add no value to your content or that are too blend. Run away from those that you can probably find on any other website because they aren’t unique enough. You don’t want the user feeling that they had already been on that page because they’ve seen something similar before. That can make them go straight to close your landing page and probably never to come back.
But there is a catch. The imagery must have high quality, but by no circumstances it can be heavy and slow down the landing page download. Can you imagine that? You make a beautiful page with a call to action exactly where it should be, and it fails to load. That throws all your work out of the window.
Asking for Too Much
A lot of users are afraid to give information on the internet. It’s not hard to find scary stories on the news about people who had their identities stolen through it. And a lot of people still don’t know about any type of online security. And people are afraid of what they don’t know.
Your landing page can’t create more problems than solutions. If you must have a form, make it simple and obvious. Don’t make people wonder why you are asking this or that. Ask only what makes sense for your business and for converting that lead. People are more inclined to give information like that without second guessing. They’re already expecting, and they don’t feel deceived.
Not Being Ethical
Honesty is always a great trait, and customers appreciate that. Put on your landing page only accurate information, don’t try to trick the user to do what you want, without explaining precisely what it is. Remember that on the internet it is effortless to discover scams and to destroy an unethical business’ reputation. These things get shared easily.
Be clear about your call to action, privacy and be honest with your testimonials, if you have any. Don’t ever put fake testimonials of fake people on your landing page, claiming that they are giving you the best reviews, when they don’t even exist. That can ruin your credibility, and users almost always get that right away.
Another point is to give your user what you promised. If they’ve arrived on your page with the promise of a coupon, discount or anything. Give it to them. It is very bad for your image to deceive, and most of the customers are very alert for scams.
Your landing page is an excellent opportunity to get more customers, and people should find it on Google.
It is essential to have a link to your landing page on your website, partner’s sites or blog post. But if someone has the intention to buy or subscribe to something, it will probably be that person who did a specific search on Google. Remember, they were looking exactly for the service you offer when they found you. You should take advantage of that.
Prepare your landing page with the right and most searched keywords. That way it can be found easily on Google, preferably on the first page.
What do you think that is a major “no” on a landing page? Share your opinion in the comments below!