In the world of digital marketing, even the most minor of mistakes can make your efforts fruitless. Professionals suggest using a landing page to welcome new visitors to your website.
A landing page is among the first elements that a user's eyes are drawn to. While landing pages aid in lead generation and conversion. However, actual benefits can only be reaped if formed effectively; else, it can render your efforts futile.
It's Time To Make Major Changes To Your Landing Pages.
Your landing page is like the doormat to your house. It only greats your visitors and marks the first and most crucial step in the buyer's journey. However, since it is just initial, the slightest mistakes can make visitors leave. If you're looking to improve your landing page, start with these eight improvements:
1. Poorly Written Copy
Copies that are written poorly are considered one of the greatest turn-offs for prospects. While grammar, spellings, and punctuations are primary factors to look for, remember that incomplete sentences and long paragraphs may haunt away prospects too.
To address this landing page mistake, you can use assistant tools like:
- Grammarly
- Quillbot
- ProWritingAid
- Zoho Writer
- LibreOffice
These tools can help you improve your grammar, spelling mistakes and punctuation. Apart from these three, Another essential element to think about is the readability of your copy.
If your copy has long sentences and paragraphs, it may look too long on the mobile version of your website. Furthermore, readers may miss out on necessary information while skimming through. To improve the readability, you can check out the following tools:
- Readable
- Hemingway App
These tools can aid in enhancing readability. Additionally, incorporate the following pointers to your writing:
- Short sentences in broken up short paragraphs
- Bullet points or numbered lists
- Standard vocabulary, with explained technical jargon
Lastly, don't forget to incorporate compelling and captivating words to grasp the users' attention, alongside some pre-context and guidelines for the next step.
A complete, concise, and error-free copy will not only keep the readers hooked to it for longer but also increase the authenticity of your business.
A misleading headline can adversely impact conversion and encourage bounce rates alongside a poorly written copy. So, ensure that the headline is in sync with the body. Additionally, if the headline and copy are in sync, yet you're not receiving visitors, consider reviewing the headline.
Ensure that you have a unique, compelling headline with distinctive color and size as well.
2. Addressing Too Many Audiences
When it comes to landing pages, it is crucial to keep in mind that the visitor has a short attention span. So, if you want them to stay on your landing page, you need to make sure that the content and information are relevant and concise.
An excellent way to do this is by addressing one group of audiences on the landing page. Specifying your niches and only targeting an audience from that specific niche will help you produce a targeted and personalized landing page.
If your landing page doesn't resonate with the audience, there are chances they might leave before even scrolling down. Furthermore, a generic landing page will require heaps of information, making your landing page lengthy.
So, how can you address this landing page mistake? By coming up with a targeted landing page. And don't worry, we'll give you a few tips on that as well.
- Create a well-designed web page – that resonates with your product or service and the targeted audience as well. Include pictures and vital information; however, don't make it look overcrowded.
- Include a heading and page title – that has the ability to grasp the attention of your targeted audience
- Make the benefits the focal point. – Emphasise how your product or service is going to solve their problem and make their lives easier. Because let's be honest, we're all seeking ways to make our lives easier, aren't we?
These tips will help you come up with a targeted landing page to welcome your intended audience. When you create a more personalized experience for your audience, it strengthens your relationship with them. And also helps the prospects come up with a decision more quickly.
3. Neglecting Buyer Concerns
Have you ever purchased a good or opted for a service without checking reviews? We don't think that the answer to this will ever be a yes. As buyers, we always prefer to seek reviews before making a purchase.
Reviews are essential to forming a purchasing decision, as they help build trust. Studies suggest that almost 90% of customers look up reviews before purchasing a product or service. Consequently, buyers wouldn't care about how good your landing page looked.
They would, more importantly, want to know who purchased your products and what their feedback was. And what better place to look for reviews and testimonials than at the webpage of the company.
So, to rectify this landing page mistake, include a reviews and testimonials section too. This will play a significant role in developing customers' trust, especially if you have a few big names on the list.
Additionally, adding awards and achievements to the landing page can also build the customer's trust, giving a seal of approval. Furthermore, offer guarantees over concerns like:
- Refund or return guarantee
- Warranty for an entire year
- Privacy policies
- Free customer support
- No interest in EMIs
- Enjoy your free trial without inputting credit card details
While these are a few examples of what you can add to your landing page, you must research first. Identify what your intended prospects must be worried about and hit their pain point while offering reassurance.
4. Not Focusing On Clarity
Many marketers make the mistake of not focusing on clarity when they create their landing pages. They assume that it will be easy to find since they have the most critical information at the top of their page.
However, many people fail to discover it and instead just click away from the page without converting. Additionally, visual information is essential to convey information too. Research has indicated that the brain processes 90 percent of the information in a graphic format.
Using graphics not only improves clarity but also increases engagement with the audience. At times graphic content can convey more than a long paragraph. But the quality of the graphics matter.
It is ideal for placing your graphic at the peak of your landing page. This way, prospects in a hurry can receive crucial information without scrolling a lot. Moreover, using bad-quality and plagiarised graphics can portray a bad image to the customer, questioning the credibility of your business.
Another element of clarity is good typography. While you're working hard to draft a copy for your prospects, make sure that it's crisp and clear too. The font, size, color, and layout of the copy can impact the clarity and readability of your copy.
The optimal font and font size must not be very light or small, making it difficult to read. Additionally, while setting the background color image and layout, check for how it would look across multiple devices to judge readability and legibility.
5. Not Enough Relevance
Alongside clarity, relevancy is crucial too. If your landing page doesn't address the intended audience, they won't stay. Writing an entire page without even adding a single relevant word is possible. This decreases conversions and increases bounce rate.
At the same time, just one relevant phrase can increase conversion and keep prospects hooked up for a while. While people are at your site to learn of the product or service that your headline suggested, so ensure that the copy resonates with it.
While creating a landing page, keep in mind that anyone who steps foot on it is visiting it for the first time. Assume they know nothing and aren't going to stick for a long time at your site. So, explain all relevant detail as precisely as possible.
Conversely, giving too much information can also kill relevancy. While the user may stick for a while, eventually, it will bore them out. So, provide only adequate and relevant information.
If you aim to target a vast number of prospects from different niches, you may compromise relevancy. So, if you're here intending to include as many niches as possible, stop right there, and revaluate your target market.
So, how do you resolve this landing page mistake? Simply by setting a niche and referring to them only in your copy. Keep in mind your target market while drafting your content writing so that the intended audience can resonate with the landing page copy.
The key to a high conversion landing page is relevant content that is explicitly curated, keeping in mind the audience's interest.
6. Poor Mobile Experience
It's so embarrassing to talk of mobile optimization in 2022. But let's face it, even today, a lot of websites and landing pages aren't properly optimized for cellphones, even though cellphones are the number 1 device that your prospects use to view your website.
Studies have numerously emphasized the importance and popularity of cell phones. One research suggests that 76 percent of the global population uses a mobile device to search on search engines.
Yet websites fail to provide a standard mobile phone experience. Which lands a big question mark on the expertise of the workforce and the credibility of the company.
Failing to provide a good experience across various devices can make the most compelling land pages fall. The biggest element of this landing page mistake is a slow loading time, apart from design errors and crop ups.
Such experiences can annoy customers and make them leave your website with the intention of never returning. So, how can you stop your website from creating such a bad image on the prospect's mind?
This landing page mistake can be rectified by checking how well your website is mobile phone friendly. You can quickly check this using Google's Mobile-Friendly Test. Just simply enter your website, and the tool shall help you out. Other factors to look out for include:
- Lightweight code
- Leave plenty of white space
- Use a single column layout
- Minimize JavaScript
- Optimize visuals as per different device sizes and performance
- Opt for a responsive design that can quickly adapt to various screen sizes
Not only should you consider how your website would look across various devices, but you also need to consider how will it respond to filling forms, switching pages, or scrolling.
A poor mobile experience doesn't affect not only conversion but also SEO rankings. This brings us to our next and the biggest landing page mistakes.
7. Not Making Your Landing Page SEO-Friendly
The first thought that may have occurred to you is whether a landing page requires SEO? Um, yes. Landing pages require as much SEO as any other page on your website.
But why is it so important? So that each time a prospect searches for a relevant keyword, your landing page pops up on top. The higher your ranking on a search engine, the more traffic you'll receive, leading to more conversions.
You're still wondering why SEO? Because:
- To rank higher, you'll have to work on user experience, which will, in return, optimize your page and make it more visible, leading to higher conversions because of a great user experience.
- Your ranking is dependent upon the quality of your page. And while everything is automated, this isn't; search engines use real humans for this. So, follow the guidelines, and improve the quality of your page.
This indeed is one of the biggest landing page mistakes, and you can correct it using the following tips:
- Purchase a custom domain page, and publish a custom landing page on it.
- Thoroughly research appropriate and relevant keywords
- Optimize meta details, including meta title, meta description, heading tags, image alt-texts, and subheadings. Add primary keywords to the URL
- to ensure that your landing page copy is optimized with appropriate and relevant keywords. The amount must be enough too, neither too much nor too little.
- Constantly update the same landing page rather than replacing them
- Organize the structure of your landing page. Use internal linking to keep visitors on your website to reduce bounce rate. This will also make navigation easy for both humans and crawlers.
- Increase backlinks redirecting to your landing page
- Improve the loading time of your landing page.
- Allow sharing for your landing page
Making an SEO-friendly landing page isn't a one-time process but needs constant upgrades. Since trends and algorithms change frequently, you need to keep up with them and upgrade accordingly.
8. Using More Than One Call-To-Action
A call-to-action is one of the reasons for a landing page. Without a call-to-action, you wouldn't even want to create a landing page. Where an excellent call to action can generate enormous leads, a bad one can produce poor results.
Hence, having a good call to action is crucial. A good call to action can be defined by various dimensions, like placements, the call to action message, and the number of call to action you add to your landing page. Adding multiple week call to actions is another landing page mistake.
A week call to action does not attract enough prospects to perform the intended action. To strengthen your call to action, start with checking our rival call to actions, especially those who have a big established name. Additionally, make sure that your call to action is targeting the sentiments and needs of your prospects.
After you've improved your call to action, and are still not achieving your desired results, give the A/B test a try. This test suggests that you implement a variety of call to action buttons and analyze their results after a while. This is one of the most effective testing methods.
Other elements to consider in your call to action to make it catch the eye include:
- A simple and calm color combination
- A good typography
- Bold elements
- Striking visuals
- High convincing power
- Reaffirming core benefits
- Emphasize the action like signing up, purchase, create an account
Furthermore, you should also avoid making visitors scroll through endless amounts of information for the call to action. This will only frustrate them and cause them to leave your website without converting.
But, above all that matters is the contrast, the copy, and the layout, which will actually help you form a compelling and powerful call to action.
To wrap it up
Throwing in a mixture of graphics, words, and call to action isn't a landing page. A landing page requires relevant content, paired with the best copywriting and continual upgrades. This article ran you through some of the biggest landing page mistakes marketers still make.
Resulting in an increased bounce rate and reduced conversion. If you're unable to reach your goals, try running your landing page against these mistakes. You might end up finding the path to your objectives.