A landing page is extremely important. It is like an arrival page where somebody lands on, and you provide them enough information in order to take the action that you desire.
Some marketers used landing pages to build their email list while others have them to showcase products or services, yet many marketers are making some major mistakes with their pages that are costing them money. Here are the 3 MOST costly mistakes…
#1 Not Having A Clear Call To Action: The whole point of your landing page is to funnel people into buying your product or signing up to your email list. You need that clear call to action message at the end that tells them exactly what you want them to do. If you don’t do this, guess what happens? Your visitors click the back button and move on. Yes really!
But you do have a call to action, right? Well, you may do but is it clear? You don’t want a call to action that gives them multiple options. That split call to actions, you know, “What action should I take?” “What the heck am I looking at here?” The message you want is either click here to get instant access or sign up to my email list. If your page is confusing, people are more likely to click away or do the one that you don’t really want them to do.
Is it to buy your product? Then get rid of the opt-in form (or any other options you have). Is it to sign up to your email list? Then clear everything else. Make it precise and simple.
#2 Your Product Benefits Aren’t Clear: You want to promote your product, service or whatever the offer is, you want people to feel like they need your offer immediately. The problem is unclear landing pages make your prospects skip over everything they need to know. It leads to one thing – close your page rather than clicking the call to action button.
Stop talking too much about you. Of course if you are offering your consultation services, you need to let people know why they should choose you and not someone else. They want to know why you are different from the rest. They want to know about the benefits they will receive from you and what existing customers are saying about your services.
For example, if it was a program to lose weight, your prospects don’t want to know about your weight loss journey. They want to know how the program is going to get them on the right track. They want to know more about the details and what it will involve them doing.
#3 Your Copy Is Overwhelm: Your copy needs to be like a woman’s skirt, it needs to be short enough to catch prospects’ attention but long enough to cover the important point.
Don’t bore your prospects. You don’t need to go on for pages and pages just to get them opt-in to your list. They want the information right now and will make up their mind within first 200 words or so. This is especially the case if they are reading from a mobile device.
There is always the balance and it always depends on who your target market is, but think about do you really need all the steps that you are making people go through? Just keep your offer straight to the point and use the power of copywriting to draw people in.
Here’s an example of a landing page I designed…
Have a read of your landing page yourself and think like a potential prospect. Do you find yourself skipping through sections? Are you looking for a particular piece of information and find that you have to scroll all the way to the bottom? Do you feel like the same thing is being repeated over and over again? Chances are this is how your prospects will feel.
The 3 mistakes above are the most costly ones that marketers will make with their landing pages. Always remember that you want people to know exactly what to do and why they should take the action you desire. If you can get that across then you are going to attain results. Anything that confuses or overwhelms or just puts people off ain’t the way to do it.