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7 landing page errors that harm lead generation

Landing pages are needed to turn visitors into potential customers. The title you write on the landing page has the sole purpose of convincing the person to fill out the form. That's it, landing pages don't work for anything else. And what are they for? Find out from this article, but first subscribe to our Telegram channel. We regularly publish such interesting articles!

Landing pages are only part of your broader conversion strategy, albeit a significant part. Everything on your landing page supports its effectiveness in attracting potential customers.

Anatomy of an effective landing page

  • Title: clear and concise. The title tells what the visitor will get. We recommend giving a little more information using the subtitle.
  • Text: Your text should clearly and concisely explain the value of the sentence. Convincing and simple.
  • Image: Use one or more matching images or short videos. The image should complement your thought, not distract you. So don't use too many images.
  • Form: Because all landing pages use forms to gather information about their visitors, this is the most important component of a landing page. Avoid clutter and confusion, simplify the forms as much as possible.

Your landing page should motivate and intrigue in order to get the client's contacts. Here are harmful tips on how to harm your landing page:

1. Meaningless text

"Your business has 7 seconds to make a first impression." — Forbes

You only have a few seconds to grab the visitor's attention. Your landing page should not contain any meaningless text. Only the necessary amount of information to inform your potential customers and inspire you to leave you contacts. Redundant text and cluttered design are confusing and ultimately kill conversions.

To make a potential client linger, make the text concise. For example, use lists, bold text, headlines, and high-quality images. A landing page is a balance exercise because not enough text will also negatively affect lead generation.

2. Do not take into account the target audience

"Take into account the fears and pain of customers, this will increase the conversion rate by 80%." — HubSpot

The discrepancy of the landing page with the needs of visitors is one of the main reasons for the failure of lead generation. Conversely, empathizing with your visitors is one of the most effective methods of increasing conversions.

Why do my leads suck? Because you're not focusing on qualified leads!

Conversion is measured and that's cool. But you need to get into the skin of your client. Use your landing page as an opportunity to teach visitors and expand their capabilities.

3. Ineffective header

"9 out of every 10 visitors who read your headline will read your call to action (CTA)." — MarketingSherpa

All the most effective landing pages have one thing in common – a relevant and effective title. If you can captivate the reader with your headlines, you can be pretty sure they'll read your CTA.

4. Ineffective call to action

"Personalized CTAs convert 202% better than averaged versions." — HubSpot

Your CTA is an important component of landing page because it pushes potential customers to the next step. Using calls to action that don't target or match the pain points or interests of buyers hurts the landing page's lead generation.

According to a study by HubSpot, consumers prefer personalization because it reduces the oversaturation of irrelevant information that is not relevant to their interests. Hence, using a personalized and targeted CTA on your landing page can increase your conversion rate.

5. Few landing pages

"Companies get 55% more potential customers when they increase the number of landing pages from 10 to 15." – HubSpot

One of the biggest marketing mistakes a business can make is a one-size-fits-all approach to landing pages. For a decade now, research has shown that the more landing pages a company has, the better the overall results.

Why? When a business creates a landing page focused on the needs of a particular segment of the buyer, rather than appealing to everyone with the same landing pages, it promotes trust and credibility.

Creating a separate landing page for a personal image of the buyer, which has its own conversion path, generates interest in your products or services and helps to attract potential customers.

6. Uncertain Value Proposition

"Users make a decision about a website 'in the blink of an eye', or rather, in about 50 milliseconds." - BBC Research

The inability to communicate one's value proposition concisely and quickly is also one of the biggest deterrents to lead generation. Visitors need you to be quick to tell what makes your company different from others.

To avoid this mistake, shorten your marketing message to its core value proposition. Let visitors know about the problem you're solving, how you can improve their daily lives, or the main benefit of your offer.

7. Long loading

"The first five seconds a page loads has the biggest impact on conversion rates. A website's conversion rate drops by an average of 4.42% with each additional second of loading." — HubSpot

Slow loading of the landing page will significantly reduce conversions. Remove unnecessary text and graphics. Make sure your landing page is optimized to work on all devices: PCs, tablets, and mobile devices.

Bonus: An effective landing page answers the following questions.

  1. What exactly is being proposed? (Answer: Explain what the benefit of visitors is if they provide you with their contacts?)
  2. What are the advantages of the offer? (Answer: Explain why a visitor simply can't live without your offer.)
  3. Why does the visitor need an offer now? (The answer is: Create a sense of urgency in your proposal.)
  4. How does a visitor receive your offer? (The answer is to make it easier for the visitor to convert.)