Mistakes Businesses Make When Creating Landing Pages – There is no question that landing pages are important. After all, it’s the first thing person see when they click on your ad or search result, and if it doesn’t persuade them to stick around, you can say goodbye to that lead. So why do so many businesses get them wrong? There are a few reasons: lack of understanding of what makes a great landing page, failing to consider the customer’s perspective, and not testing different versions to see which works best.
To understand better how to make high-converting landing pages, you can check on the MECLABS course that explains it in great detail.
We’ve compiled a list of the 7 most common mistakes businesses make and what you can do to avoid them!
1. Not having a Clear Purpose
The first step to making a great landing page is to know its purpose. What are you trying to achieve with this page? Is it to generate leads? Make sales? Get sign-ups? The answer will determine the content and call-to-action (CTA) you need. If you’re not sure what you want people to do after they land on your page, then you will not be able to persuade them to do it.
Not having a clear vision for your landing page will result in something that is all over the place and doesn’t lead to any specific goal. So take the time to figure out what you want people to do when they land on your page and ensure everything else supports that objective.
2. Failing to Consider the Customer’s Perspective
When creating a landing page, it’s crucial to consider what the customer wants and needs. What are they looking for? What would persuade them to stay on your page and take action? Too often, businesses create landing pages about themselves: their product, features, and benefits. But if you want people to stick around, you must focus on what’s in it for them.
Your landing page should be customer-centric, not self-centered. So ask yourself: what is the customer trying to achieve? What are their pain points? And how can you solve them? Keep these things in mind as you create content and design your page.
3. Not having a Strong Headline
Your headline is one of the essential elements on your landing page because it’s the first thing people will see. It needs to be clear, attention-grabbing, and relevant to the customer. Many businesses make the mistake of using generic headlines that don’t tell the reader anything about what they’ll find on the page. As a result, people have no reason to stay on the page, and they’ll quickly click away.
To write a great headline, start by brainstorming a list of potential topics relevant to your customer. Then, narrow it down to the one you think will be most impactful and test different versions to see which performs best.
4. Not having a Clear Call-to-Action (CTA)
Your CTA is what you want people to do when they land on your page, so it needs to be clear, concise, and actionable. Many businesses make the mistake of using vague CTAs such as “learn more” or “sign up now.” But if you want people to take action, you need to be more specific. Tell them exactly what they need to do and why it’s in their best interest to do it.
For example, if you want people to sign up for your newsletter, your CTA could say something like, “Sign up now to get the latest news and updates.” If you want people to buy your product, your CTA could say, “Buy now and get free shipping.” Make sure your CTA is relevant to the purpose of your landing page and that it provides enough incentive for people to take action.
5. Not using Persuasive Copy
Your landing page copy must be persuasive if you want people to stick around and take action. That means using language that speaks to the customer’s needs and concerns and convinces them to take the desired action. Many businesses make the mistake of using long, dense paragraphs of text full of jargon and technical terms. But if you want people to read your copy, you need to make it readable.
Use short sentences and simple language. And focus on the benefits of taking the desired action rather than the features of your product or service. For example, if you’re selling a new type of toothbrush, don’t just list the features. Talk about how it will make their teeth feel cleaner and smile brighter.
6. Not having a Visually Appealing Design
Your landing page design should be visually appealing if you want people to stick around. That means using high-quality images, colors that are easy on the eyes, and a layout that’s easy to navigate. Many businesses make the mistake of using low-quality ideas or busy, cluttered designs that are hard to read. But if you want people to take action, you must ensure your page is visually appealing.
Use images that are relevant to your product or service and help tell your story. And be strategic with your use of color. Use colors that complement each other and create a sense of harmony on the page. And make sure your layout is simple and easy to follow. People should be able to scan your page and understand what it’s about quickly.
7. Not having a Solid Offer
Your offer is what you’re giving people in exchange for their contact information or their purchase. And it needs to be valuable enough to convince people to take action. Many businesses make the mistake of not offering anything of value or offering something that’s not relevant to the customer.
To create a firm offer, start by brainstorming a list of potential benefits your product or service can provide. Then, narrow it down to the one you think will be most impactful and test different versions to see which performs best.
There you have it! These are the seven most common mistakes businesses make when creating landing pages. By avoiding these mistakes, you can create a landing page that is more likely to convert.
