Landing Page Fails

Using a landing page to attract customers is a great idea for achieving a targeted objective like getting people to take advantage of a special deal, sign up for a newsletter, buy or download something, or highlight one aspect of your business. In a past blog, “Creating a Successful Landing Page”, we discussed what an effective landing page looks like, but this post highlights some of the things you should not do for a successful landing page. So what are some of these landing page fails?

• There is a lack of consistent branding. Instead of sticking with your brand image, you thought it would be a good idea to try something different and now people can’t tell whose page they’re on. It’s important to retain a consistent image – this establishes credibility and legitimacy for your business.
• Your headlines are wordy, hard to see, or completely non-existent. Headlines should be catchy, short, and easy to see. Make them highlighted and bold at the very top of the page – and make sure it sums up exactly why people clicked on the link in the first place. It lets them know they’re in the right place and encourages them to read further.
• If you have a sign up form of some kind, or you’re trying to collect information make sure you keep it simple. If you ask people for too much information, or information that is really not necessary, people will lose patience or begin to distrust the page. Keep is short and sweet!
• Your landing page looks like a novel. Don’t put a lot of content on your landing page – it has a specific purpose. If people are looking for more information, direct them to your website.
• Where’s your call to action? So you got people to click on your landing page, but you give them no direction as to what to do next. If you do have a call to action, but it’s not doing the trick read our blog “Call-To-Action Marketing…Don’t Miss Out!” for some tips on how to make your CTAs more appealing.
• There are no testimonials on your page. If people are satisfied with your business, especially if it pertains to the topic of your landing page include those on your page! This further encourages people to move forward with whatever you’re offering them.
• Does your landing page have an objective? Stick to that objective! Don’t confuse people with multiple offers or change of topic. Keep it easy to understand the objective of the page so that people know exactly what to do on your page. If there are too many things going on throughout the page, it defeats the purpose of having a landing page. Again, if they need more information, direct them to your website.
• Your landing page is poorly designed. The same amount of care and attention should go into your landing page as it did in your website. If the landing page is the first thing that a prospective customer sees you want to be sure you are making a good first impression.
• The page is loading too slowly. If you’re trying to catch people’s attention, you’re not going to do that with a slow-loading page. There are things you can do to enhance your loading time, and these are things a skilled web developer will know how to do.

Before starting a landing page, be sure you have a specific objective, headline, call to action, and simple form ready to go. This will make building your landing page easier and ultimately make it more effective. Fusion Group USA can design and develop a great landing page that serves its purpose and retains your brand image. If you’re running a special, trying to start a newsletter, or just highlighting a specific aspect of your business a landing page could be the way to go but you want it done right. Call Fusion Group USA today to learn more about what you can do to get a great landing page launched!