Landing pages have very specific goals: to generate leads, get people to buy a product or grow an email subscriber list, among others. The best landing pages require strategic design and copy and often undergo testing and experimentation.
To make sure your landing pages actually bring the desired results, there are some things you should avoid, no matter what your goals are.
It’s important that the graphics and design you use don’t distract from the main message and goal of the page. Avoid flashy animations, unorganised design and colours that don’t work with your brand. Instead, use images, lines, buttons and colour to support your message and draw visitors’ eyes to the most important parts of the page.
Normally, people only spend a matter of seconds on landing pages before they either respond to your call to action or leave the page. This means that they won’t spend very much time reading your copy, so you need to keep it clear and concise. Use attractive copy and incorporate things like tag lines, headings and bulleted lists to make it easy for your readers to take in your message.
At the same time, your content should not be gimmicky. Consumers are aware of content that is trying to push a product on them, and becoming tacky and pushy won’t help your cause. Of course, your content should help you make a sale, but opt for persuasive copy, professional images and a landing page that looks legitimate.
Long Sign Up Forms
People are also wary of long sign up forms. They take time to fill out and some people aren’t comfortable giving away a lot of personal contact information. Make sure your forms are short and only ask for information that is completely necessary. You can also gain the trust you need to generate leads by making sure your entire page speaks to your market and is professional.
Very Little Pricing Information
If your landing page is being used to sell a product, add some pricing information. In most cases, people will be more likely to fill out a form, visit your website or even contact you about your service if they have some idea of what it will cost. Some businesses include all their pricing information on their landing pages and others list a range of prices. Do some testing to see which method works for your business and market.
Promises you can’t Deliver On
While you should use your landing pages to persuade your market and show off what you can do, you should also make sure you aren’t promising things you can’t deliver on. Be honest about your products and services and avoid making people think they are getting something they aren’t. This policy will bring better results, as you will have happier customers, a loyal fan base and a better brand reputation.
Landing pages play a major part in many online marketing campaigns, and getting them just right is important. Avoid these common pitfalls as you create your pages and test different designs and types of copy to bring better results.