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Three Landing Page Mistakes Even Intelligent Marketers Make

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A guest post by Tamara Weintraub.

Generating conversions from website visitors is the No. 1 goal of any landing page. So, your landing page must make it as easy as possible for a prospect to find the information they need to contact you. However, even the smartest marketers could be missing out on a lot of potential conversions if they commit the following common landing page mistakes.

Mistake #1: Your landing page’s message is different from your marketing message

Online marketing tactics, such as search and display advertising, content marketing, and social media marketing are highly effective ways to drive new online prospects to a landing page. Across these different marketing initiatives, you may be using a variety of offers and messages to appeal to different types of consumers. But potential customers expect an advertisement they click on to drive them to a web page that features the same value proposition, products, or offer. So, make sure that the landing page reflects those messages. Creating a consistent experience between your advertising and landing page builds confidence in your brand, which can improve conversions on your landing page.

Mistake #2: Your landing page emphasizes too many conversion paths

One common mistake many marketers make when creating landing pages is emphasizing more than one conversion path. Asking the visitor to complete too many actions on a single page can be confusing. And confusing potential customers can cause them to leave without taking any action at all.

For instance, if your landing page equally emphasizes a phone number, contact form, and informational download, you’re missing the opportunity to draw the visitor’s attention to the single most important conversion path you want them to take. That’s why each landing page should highlight only one choice: your primary conversion path. And if you choose to include secondary conversion paths, make them less prominent, so they don’t distract from the primary goal of the page.

Mistake #3: Your landing page doesn’t showcase the life of your brand

The third mistake smart marketers make on their landing pages is that they don’t communicate the business’ personality. A landing page may have all the right text elements, such as a headline and a strong call to action, but a page that contains nothing but text can send the wrong message to your visitors and keep them from converting.

The most effective landing pages include authentic photos that showcase a key product or service, illustrate the “before” and “after” of a major project, or feature real employees. In addition, you can use a short video about your business to quickly engage a new prospect visiting your page. A landing page that features relatable photos and videos about your business can set you apart from your competitors and encourage visitors to follow through with a conversion.

How does your landing page measure up?

Is your landing page doing everything it can to convert site visitors? Put your landing page to the test and learn how you can avoid these common mistakes and more with our ebook The Foolproof Guide to An Effective Landing Page.

As a content marketing manager at ReachLocal (NASDAQ:RLOC) and writer for the ReachLocal blog, Tamara Weintraub helps local businesses reach more customers online with helpful tips about online advertising, social media marketing, and Web presence optimization.

(Photo courtesy of Bigstock: Ahhh)

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Comments

  • by Carol Tang Tue Aug 28, 2012 via blog

    Great tips that every marketer should follow! #2 cannot be emphasized enough. More conversion paths = more distractions, which may simply lead to no conversions. I also love that your landing page only has five fields and has a big call to action!

    - Carol Tang at Marketo

  • by Media Buyers Wed Aug 29, 2012 via blog

    Well that is dilemma of many marketers their message and home page content doesn't match and ultimate the bounce rates increases and conversation rate reduces.

  • by Michael Smolensky Thu Aug 30, 2012 via blog

    I liked this post very much. You provided concise advice about how to improve a landing page. I especially liked what you suggested about too many conversion paths. I would assume people assume the more conversion paths, the better. But I liked your point about this. Thank you for posting this informative piece

  • by MageMojo Tue Sep 11, 2012 via blog

    I wanted to add to Mistake #2. Don't always rush visitors to your goal page. Your landing page can link to secondary pages that an help close a sale.

    For example, our sales increased when we stopped trying to get people to the goal page so fast. Instead we would first lead visitors to pages that explained why we are better than the competition to help close the sale.

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