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Creating a landing page copy that converts is not a joke. This is the issue that many marketers are struggling with. They end up creating a copy that gives their visitors several options and therefore, they leave without doing anything. Among the lead generation tools, you should have as a marketer or blogger, is a converting standalone page.
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If your landing page is not converting, you probably made the following mistakes. Have a look at them and how to fix them.
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Not getting direct to the point
This is one of the mistakes that you can make on your standalone page. Since you have a specific objective in mind, there is no need of taking your visitor rounds. Your reader can only take seconds to make a decision. Get to the point right away and let the visitors know what solution you are offering them.
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Every human hates being taken rounds and then not gain anything in return. Tell your visitors how they will benefit from whatever services or product you are offering them. Put your message across in a compelling manner. Ensure you stick to the point in a way that no reader will resist taking action.
Even if you know that people always scroll below to the end of the page, you should place your CTA in the right place. Just keep in mind that when people visit your page, they are looking for information. Obviously, they will not go past half of the page. Let’s be realistic here, do you usually read landing pages or you just skim? I’m sure you know the answer to this. And that is what many people do; skim.
This only means that you shouldn’t put your CTA after writing a long block. Make your block brief and it should not go below the fold.
Disregarding the concerns of your audience
Even if you have a converting page copy, there are some buyer concerns that you shouldn’t overlook. It is hard for anyone to trust a brand or business he has just come across. Most people want to know who has worked with this brand and how was the experience. Some of the things buyers would be concerned to know about include:
- Moneyback guarantee
- Security and privacy
- How to get in touch
These are some of the things that visitors are always concerned and want clarification before they buy your services. To avoid keeping your potential clients away, ensure you share some testimonials, feedback from customers, and awards you have received.
Your CTA is weak
The main reason why you are creating a landing page is to generate leads. The strength of your call to action will determine if you will convert the visitor into a client or not. The idea here is to create CTAs that inspire action. Your colors and fonts need to be attractive in a manner that they catch the interest of the reader. The should have a message that makes the reader see the significance of taking the action. For example, if I want people to download my e-book on the benefits of exercising, my CTA button will have something like;
- Yes, send me the ebook
- Yes, I want to know the benefits
Let me try and make this clear. For example, let’s take submit as your call to action message. This shows you are not serious. Use strong words that inspire action.
Most people fail to recognize the power of social sharing buttons. If you are one of those people, you better start including them on the thank you page. Your potential customers may want to share a valuable message with friends and family. This is an added advantage to you if they share. So, why not include them
Conclusion on landing page mistakes
One thing I have come to learn is that there is no mistake that is hard to make. All mistakes happen when you least expect especially when you are not careful. Before you start creating your landing page, think of the purpose, the striking colors, fonts, as well as a strong CTA.