7 Common Landing Page Mistakes to Avoid by Businesses
After so many years of website designing and marketing, one of the areas that remain tricky and hard to master is website landing pages. As a website designer or owner, you are well aware of the importance of the landing pages for any website. However, often something goes wrong or is lacking in the landing pages.
The problem usually lies with the way a landing page is built. By now, most designers, after carrying out multiple trial and errors, know ways to design more effective landing pages that are both attractive and intelligently optimized.
After so much of knowledge and ideas exchanged, often there is a general notion that landing pages are easy to build. However, time and again you are proved wrong. The designing process of the landing page needs a lot of thought and greater understanding of the subject.
Pay attention to the mistakes
Mistakes, big or small, are always an opportunity to learn more on the subject. If you can identify the mistakes beforehand and study them, you can easily avoid common blunders while designing. A closer look at the mistakes helps you crack the challenge of designing an effective and perfectly optimized landing page.
Here is a list of common landing page mistakes:
#1. Messy headlines
Headlines are the hookers that attract the readership for a copy. It is a proven fact that anything that follows a sloppy headline often goes unnoticed. Even the best of journals’ faith heavily depend on the effectiveness of the headline.
In most cases, though you have a landing page, a lot of people are simply not aware of your existence and it is by using a catchy headline that you can easily hook them. As for well-known brands, headlines act as motivators to read the copy beyond the brand name.
In the case of the landing page, the headline needs more attention. In most cases, your visitors simply scan through the page looking at heading or sub-headline and making a gist of it. Therefore, when you design headlines, try to make them attractive and they should successfully express the thoughts and ideas of the landing page.
#2. Absence of substantial overview
An efficient landing page must offer an overview of what the visitors can find in the page. The idea is to orient them about the company and its focus, beforehand. If there is a substantial overview, it helps the audience to familiarize themselves with the products or services that are on offer.
If a landing page does not provide an overview and simply publishes content, it gives an impression of lack of focus and creates confusion. It hampers the potential of the page. However, with an overview, the message can be embedded better, which will help in better conversions.
#3. Bare mention of the benefits
One of the best ways to convince visitors on taking spontaneous action is by educating of the benefits they would enjoy with the products or the services. A lot of times, such information is not properly mentioned in such pages and therefore the page loses its purpose.
You need to remember that the landing page should serve as an evidence of the usefulness and benefits of the product. Therefore, try to give a clear and authentic view on why they should choose the product. No mention or bare minimum information of the pros of the product, simply confuses visitors, resulting in loss of prospects.
#4. Lack of proper call to action
Let me ask you a simple question – why are you designing a landing page? You must be thinking what a funny question is this. Well, there is an obvious answer, but when designing a lot of people simply overlook it. The main idea of a landing page is to encourage them towards an immediate call to action.
If your landing page is not producing the desired results, it means the page lacks focus. A minor confusion or distraction in the page can bar visitors from taking action. In other words, it means you are losing out on business.
The best way to build focus into your web page is to have a conversation with the content team and make sure the content on the landing page is focused. The content should not only successfully convey the message to be told but also encourage the reader to hit the call to action button.
#5. Lack of sense of the narrative
A logical narrative can create wonders for a landing page. The proper logical sequence of an introduction, followed by content that orients readers on what to expect from the product or service, and a conclusion or button that calls for action.
However, one of the blunders that landing pages have is a call to action button without a proper orientation to its consumers. Such a design confuses readers thus driving them away.
#6. Readability is not up to the mark
Make sure to design a landing page that looks smart, clutter-free and smooth to the eyes. A lot of times, a landing page simply looks ugly as the font style or size is not right. When designing a page, make sure to put a bit of thought and time in choosing the font style and size to impress readers.
It is seen that a lot of times, a landing page simply fails for its font though it had great content on the website. The way a website looks is very important to enhance the readability of the page and adds to its effectiveness. To make sure to have a subliminal impact on visitors and readers, work on both the appearance and readability of the web page.
#7. Technically unsound landing pages
So, you have designed this landing page that looks good, has a great content, and you think you have nailed the bull’s eye. Well, not really. If your web page is not well-built, chances of more people reading or visiting your page are reduced. Therefore, when designing a landing page make sure it’s technically sound.
Some tips to build technically sound landing pages are –
- Reduce the image sizes to shorten the loading time.
- Make a mobile friendly version of the landing page.
- Test the coding of the page to ensure quick and smooth loading of the page.
- Never send visitors to the company’s homepage. Divert them to the landing page.
Designing a landing page may seem easier but is far from it. It needs a lot of detailed attention and planning. The mistakes mentioned above are just a rough brief of the common blunders that contribute in failed web pages. However, if you can learn from your mistakes and improvise to better your act, you can surely create error-free effective landing pages with the help of Orange County web designer.