8 Landing Page Mistakes to Avoid
13 March, 2019 | Web design
If you have ever ran any kind of digital marketing campaign such as pay-per-click, email marketing or Facebook advertising, you will have needed to create a landing page suitable to the campaign to help maximise conversions.
A decent landing page can do wonders for a digital marketing campaign, but it can be extremely easy for a landing page to kill any chances of it succeeding as well.
Here are 8 mistakes that are commonly made when creating a landing page:
1) Too many call-to-actions
A landing page should be built and designed with one action in mind. Whether it be to sign up to a newsletter, get a valuation or get in contact with you, the landing page should only be designated for one of these actions.
When multiple call-to-actions are used, it tends to lead to confusion and may distract the visitor from the main goal.
Each landing page should be dedicated to one call-to-action to ensure maximum conversions.
2) Not mobile-friendly
Over 50% of people are likely to be accessing your landing page from a mobile device, yet many estate agents are failing to provide their users with a mobile-friendly solution.
Not only should your website be fully responsive, but also your landing pages to ensure your users are being delivered to a page that will provide the best user experience no matter what device they are using.
3) Overly cluttered
As with the CTAs, too much information will distract the user, diverting them away from the call-to-action that is intended for them.
Your landing page should naturally flow with an attention-grabbing headline, followed by informative content leading up to the call-to-action. Whatever path you have intended for your user, make sure it isn’t riddled with obstacles.
4) Image/video issues
Visuals in the form of imagery or videos can really boost user engagement and provide context, drawing the user in and helping to get the message to stick in their minds.
Poor quality imagery or video can be a huge turn off, which will in turn reflect badly on your brand.
5) Lengthy forms
Many landing pages will include some type of form that the user will hopefully fill out. To do this you need to make the form enticing and as easy as possible to complete otherwise you will likely lose a lead.
Asking for too much information in exchange for very little is likely to deter the user. If you want your potential customers to fill out these forms, it’s important to keep them as simple as possible.
6) Poorly written content
Well written content is crucial to the success of a landing page. Grammar, spelling and punctuation is obviously essential but how the content is displayed and how the content is written is vital.
Blocks of content or badly written content are huge turn offs. Keep your paragraphs short and use bullet points to break up content.
7) Terrible typography
Never use more than two types of typography and stick in line with your branding. Trying to be too creative or unique with typography can lead to disaster.
You may have spent ages putting together great content, only for it to be difficult to read due to “creative” typography.
Avoid using text that is too small, make sure you use plenty of contrast to ensure that the text doesn’t blend into the background and stay away from font that is too difficult to read (no matter how good it looks).
8) Slow loading
A one second delay can have a negative impact on a website in terms of page loading time. And over 40% of people will abandon a site if it takes more than 3 seconds to load.
Fast loading times are crucial for any webpage, so ensure you do everything you can to keep loading times down.