Welcome to first edition of my new “5 Reasons” blog series. This will be a weekly blog series, with a fresh post every Monday.
This week’s topic = Five Reasons Your Landing Page Isn’t Working
Not sure what a landing page is? Check out this post on landing pages first. Landing pages are a crucial part of online advertising (or offline advertising which drives people online) because they are the first thing that people see. It’s your change to 1) make a first impression, and 2) to get them to take the action you want them to.
Below are 5 reasons it’s not working for you:
- You’re not using one. You’re directing people to your homepage instead of creating a page specifically aimed at selling what you’re advertising. You should have a landing page that is separate and distinct for everything you’re trying to sell. If it’s a specific product, it may be the product page. If you’re in the business of lead generation, this page should include the form you want people to fill out. Give them the information they were looking for when they clicked on your ad.
- You’re confusing them with multiple calls to action. A landing page should have one goal. That goal may be a sale, it may be a signup for your newsletter, it may be a form you want them to fill out. Make it clear what that action is when someone lands on the page, and get rid of any and all competing actions.
- You don’t have a strong headline. Just like an ad, your landing page should have a strong headline that attracts a visitor’s attention right when they land on the page. According to most studies, you have less than 5 seconds to capture the attention of a visitor before they click the back button. The headline should address their problem, or what you’re offering to solve their problem.
- You’re including too much information. A landing page should be direct and to the point, just like any page on the web. Attention spans are short and getting shorter, and although you may think that putting more information out there will lead to more conversions, you may just be overloading your potential customers. Pick the key differentiators and explain the value in what you’re offering in as few words as possible.
- You’re not including enough information. I know, I know. I’m going against my own advice. But the truth is, some people are in different boats, and I need to address both camps. I’ve seen way too many landing pages with no information, just a form to fill out. You have to give people some reason to take action. Again, include a basic value proposition and some supporting product details in order to make the sale.
As always, if you have your own landing page tips, please include them in the comments below.