If you have found that your marketing efforts are falling by the wayside it might be due to your landing page. It is great that you have found excellent sources for marketing your website, whether using ads, social media or other avenues, but if your landing page is failing, visitors won’t stay for very long. Here are some reasons your landing page sucks and how to improve upon it.
Visitors Don’t Understand the Benefits
As you begin including information on your landing page about what your business does, such as services or products offered, the visitor needs to know why they should choose your business. Chances are, you are not the only business offering these services. So why does the visitor need your services? How are you better than the competition? What can you offer them that others can’t? These are all important things to take into consideration.
When you are explaining the benefits, ask yourself these questions as it helps you to explain the benefits more thoroughly. It also helps to put yourself into the place of your potential customers or clients. If you were to visit your own website, what benefits would you find most enticing? Perhaps you get something free, you are offered information on expanding your business, or you learn about exciting opportunities. Whatever it is, make sure the benefits are clearly detailed on the landing page in more than one section.
The Page is Too Busy
The overall design of a landing page should include space for entering the information you need without getting too busy. It can be easy to fill paragraphs with nothing but plain text as you write down what your business does, what services you offer, and what the benefits are. However, you need to consider proper formatting as you do so. By splitting up the information into paragraphs with headings, numbered and bulleted lists, and bolded words, you make the information much easier to read. Try to have different sections of texts mixed in with bullet points and other forms of media. This breaks up the landing page so it doesn’t look too busy, yet all the information can be absorbed.
You Don’t Have Images
Another way to break up the information on the landing page and make it easier to read is by including images, video, and other media. Images can provide better formatting and show information that is easier to read. You can have a pie chart or other chart that shows statistics that are relevant to your products and services, show pictures of your products, or show other images that reflect the benefits of the services you provide. These may be images you have a graphic designer create, or be stock images that you have the license for. Just be careful and never use images you don’t own or that you don’t have permission to use.
You Don’t Have a Call to Action
One of the biggest mistakes website owners make that is actually one of the worst things you can do is by not having a call-to-action (CTA). You might be doing everything right, have a professional-looking design, and include imperative information that convinces the reader of the benefits. However, none of this matters if they don’t know what to do next. Make absolute sure that you have CTAs on the page to instruct the visitor on what is now expected of them or what they do to get these benefits. This might be signing up for a newsletter, visiting a website or blog for more information calling you, or making a purchase. Whatever it is, make sure it is clear with action words. Telling them “Sign up for our newsletter to learn more” is much more effective than “Here is the sign-up for our newsletter.” The first example tells them to do something, and they understand the next step.
Disclosure of Material Connection: Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products or services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”
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