Landing page: 8 mistakes you should avoid

If you want to create a Landing Page, you always have to keep your overarching goal in mind: A landing page is a page with a very specific purpose: Its sole purpose is to direct the visitors to a specific action. Whether it’s sending a contact request, downloading an e-book, or simply watching a video: landing pages are versatile.

One side, one goal. That sounds pretty simple at first. But as you can be sure after the last articles in our series about ” Mistakes in Content Marketing “, you can get one or the other wrong here too. We’ll show you the top eight mistakes you shouldn’t make when creating a landing page.

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Mistake # 1: When creating your landing page, overdo it with links and CTAs

Basically, every landing page is basically a one-way street. It should only lead visitors to a single goal. One mistake many people make when creating their landing pages is: they turn the actual one-way street into a roundabout with three lanes and seven exits.

In every second line there is a link in the text to other areas of your website, maybe even to external websites. Your CTAs ( Call-to-Action , i.e. your central calls for action) range from “Download the e-book now” to “Arrange a consultation” and “Start a free check” to “More on the subject on our blog read”. Users thus have a whole range of options on how to leave the landing page early without fulfilling the actual goal.

How to do it right:  Each link is an “exit”. When creating your landing page, only use calls to action that actually lead to the desired goal. For example, if you offer a free e-book as a lead magnet , choose CTAs like “Download Now” or “Request Free E-Book”.

A tip: If you want to sell a complex product or service, you should consider which “exit” you define for your landing page. If the direct booking or the purchase via a landing page is unlikely, it is better to offer a consultation as a CTA. Very few users buy a car with a click – but like to book a test drive with a click.

Mistake # 2: There is too much going on on your landing page

In connection with mistake no. 1, you should avoid too much “trimmings” when creating landing pages. As I said: The landing page is only for conversion . That’s why neither pop-ups nor support chat windows belong here. Especially not those who blink obtrusively! Also, avoid writing an entire novel on your landing page.

How to do it right: A few pictures, maybe a video and of course the call-to-action buttons are all that belongs on the landing page in addition to the text. The text itself should clearly get to the point of what this is about and what that brings the visitors. And this is where the next mistake is lurking.

Mistake # 3: You’re not thinking from the user’s point of view when creating your landing page

“ Added value and clear benefits ” is probably the mantra of successful marketing texts. This is especially true for landing pages. Just highlighting the characteristics of your offer or praising your company is the wrong approach.

How to do it right: Give visitors the feeling: “You are right here.” It would be helpful to create different landing pages depending on the point of contact, which users can pick up according to the problem or need. An example: The supplier of an electrical appliance could create a landing page for end customers as well as for plumbers.

The landing page for a free webinar about rose care trends 2021 can be aimed at absolute beginners – or at experienced gardeners who just need new input. While the product or offer remains the same, just adapt the text to different needs and questions.

Mistake # 4: You’re not giving trust signals

Anyone can promise the blue of the sky. And of course everyone does it too. If your own offer is actually the perfect solution for all the requirements of potential customers: How do you make that credible?

If there is no concrete evidence of this, your company will end up one step lower in the selection. To compare that with a practical example: Imagine you are looking for a new, high-quality pan. Would you

a) take the miracle pan that can do almost anything, but has no ratings anywhere and about which there are no statements?

b) choose the pan that X buyers have already expressed positively about, that has already had hundreds of positive reviews in various online shops and about which there are perhaps even meaningful product test videos on YouTube ?

How to do it right: Simply ask your current customers for a brief statement about what your product or your collaboration has brought them in concrete terms . Include some of the quotes and references to positive reviews in a prominent place on your landing page. These statements, known as “trust signals” or “social proof”, strengthen the feeling of your prospects that they are in good hands with you.

Mistake # 5: You create a landing page but don’t pay attention to it

You can create the most beautiful landing page and avoid all common mistakes – but landing pages are often not listed in the search results. So if you don’t direct anyone to it, she’ll be left alone and hidden in the depths of your website. Of course, it doesn’t serve its purpose.

How to do it right: Point and link to your landing page with advertisements , social media posts and emails . You can also set links in appropriate places on your website. It is important that ads or emails actually advertise what the landing page ultimately contains.

Mistake # 6: You are asking for too much information

If you include a form when creating your landing page, you shouldn’t ask for a wealth of information from visitors. This raises the inhibition threshold and removes the distrust of even trusting you with data. It is also not advisable from a data protection point of view. The GDPR requires that the data query be limited to the bare minimum.

How to do it correctly:  Do not mark any data as mandatory information that you do not need immediately: For example, you do not necessarily need the telephone number if interested parties are only downloading an e-book on your landing page. Only ask for the telephone number when it comes to an appointment or a telephone response.

Mistake # 7: You forget the responsive design when creating the landing page

Many visitors now come to your website via smartphones or tablets. While the “classic” computer view on the tablet may still fit quite well, it is already tight on the smartphone . And so it can happen, for example, that images are displayed too large or a button text is clearly too long for the small screen. And mouse over information is not displayed on the move, for example.

How to do it right: Before you publish your landing page, check how it looks in the mobile view on smartphone and tablet. Do the button lengths match? Is the text too big for only three to four words to fit on a line? Pay attention to an adequate mobile implementation and good usability for all elements . Most tools have a direct comparison option. Take advantage of it!

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