All hail the landing page! If you work in digital marketing, you’ve more than likely heard of these little beauties. They’re specialized web pages that an external visitor ‘lands’ on when they are searching for a solution to a problem. The page is there to reconfirm that they are in the right place, do a little more persuading and take those vital contact details for future communication (and conversion).
They’re specialized web pages that an external visitor ‘lands’ on when they are searching for a solution to a problem. The page is there to reconfirm that they are in the right place, do a little more persuading and take those vital contact details for future communication (and conversion).
They’re essential to the work of a digital marketer as they are often the very first contact point a visitor has with a site. It takes seconds for someone to make up their mind when they land on your web page, they either immediately exit, or are intrigued to find out more.
As an inbound marketer, I live and breath landing pages. They are the front page to your content or product.
Why Use Landing Pages for Inbound Marketing?
Unfortunately, we humans DO judge an (e)book by it’s cover.
The risk of getting it wrong are rather severe. Not only will a visitor not be interested in your offer, they may judge your entire operation based on the look and feel of your landing page. What’s more, if they had visited your site in the hopes of quickly solving an issue they may feel like you’ve wasted their time or been misleading.
Pretty high stakes huh?
It doesn’t really have to be that stressful – by following a few simple rules and being aware of the biggest mistakes marketers make with their landing pages, you’ll be able to create amazing pages that convert in no time.
Here are the 6 ways Your Landing Page is Harming Your Inbound Strategy
1) Your page does not clearly define your offer.
It always confuses me as to how people get this one wrong. If someone clicks on your ad or social message about a topic, they need to feel like they have arrived in the right place. It’s incredibly important to use appropriate, clear imagery and ensure your tone of voice and language matches what the visitor has already read.
If your images are way off or you begin to introduce too many new technical phrases you’re really going to put off the reader. Keep it simple, be open and honest, tell them exactly what they are going to get and remind them of how easy it is to do this.
- Keep it simple.
- Be open and honest.
- Tell them exactly what they are going to get.
- Remind them of how easy it is to solve their problem.
Related Post: 4 Ways to Increase Landing Page Conversions
2) There are too many options to exit the page
SO many people miss this one! While a landing page is essentially a standard web page that has a very specific job, it does need to look a little different from the rest of your site. Remember, the aim here is to convince visitors that filling out the form on the page is easy, and will give them the content they desire (and solve their problem).
The best way to encourage this behaviour is to:
- Remove any and all external links that may sit on that page.
- Remove banner ads.
- Take away your top-nav (menu).
We all have incredibly short attention spans so by removing all the options to leave that page – you’ll greatly increase your chance of conversion.
3) A Terrible Button
This is a biggie. Once you’ve done all the hard work with your content and made your landing page really clean and accessible, the last thing you need is a terrible button.
Using words such as ‘submit’ or ‘click here’ have been shown to drastically reduce conversion rates as it fails to accurately describe the following action.
Change your clickable text on every landing page to something unique and related to your offer such as ‘download SEO tool’ or even something a little more general such as ‘Discover’ or ‘Start Saving’. Another option is to use directive language that the reader will find hard to disagree with such as ‘I want to boost my conversion rate’. Remember that this must directly relate the content offer behind the landing page at all times.
Another option is to use directive language that the reader will find hard to disagree with such as ‘I want to boost my conversion rate’. Remember that this must directly relate the content offer behind the landing page at all times.
4) The form is too long
Marketers often get greedy. We want it all. While it’s true that gathering as much data as possible is always a great idea – allowing you to segment your database and target communication better – this approach can harm your conversion rate.
Inbound Marketing relies on the idea of a fair exchange of information and the perceived value of the offer as well as the buyer’s journey stage directly impacts this.
Consider the value of your offer to the reader as well as their position in the buyer’s journey.
- Top of the funnel offer? Keep your form as short as possible. A first name and an email will suffice.
- Middle of the funnel, technical eBook? Keep your form short and sweet but ask for a little more depth.
- Arranging a consultation or free demo? You can take much more detail here.
As a rule of thumb – the further down the journey, the more detailed a submission can be.
5) Your Design doesn’t match the previously visited page.
This one sounds simple (and I touched on it briefly in point 1) but if a user feels like they have moved away from the site they are on they may get spooked and bounce. Use a consistent design and host landing pages on a subdomain that uses an identical CSS style sheet to the rest of your website.
6) Careless mistakes
An issue across any site page, but compounded when it occurs on your landing pages. Whether it’s mismatched fonts, colors and spacing, spelling mistakes, low-quality images or poorly designed graphics (the list goes on) it doesn’t really matter as they are all going to have a massive impact on your conversion rate.
You may have the best eBook in the world, but unfortunately, if you make careless mistakes you will strip away any confidence the reader initially had that you have the professionalism and authority to help them.
So there you have it – 6 easy to follow and incredibly common sense reasons your landing pages are damaging your Inbound Marketing strategy.
Andrew Thomas is an Inbound Marketing Consultant at Digital 22 – a UK based Inbound Marketing Agency