A landing page is any page a visitor lands on or visits. Whether from a direct visit to your website, a referring site or an organic listing. In more simpler words, a landing page is a page your visitors arrive upon after clicking on your ad.
Your website is a 24-hour salesperson and online marketing tool, which means it is always available for branding your products. Now, if the website can attract leads then why don’t we send our pay-per-click traffic directly to our website? The reason is – there are far too many choices and it can be confusing for a visitor. They are not exactly sure, what they should be doing? So, it is always a better option to use a landing page instead of directly referring to your website. Landing pages turn searches into customers. They give the visitors clarity and purpose by removing distractions. Landing pages always have a call to action or a CTA and finally, they can be tested and optimised.
Below are some of the mistakes that businesses should avoid while designing their landing pages:
Vague messages or ads
When a visitor lands on a webpage, there are so many places they can click on and no specific message from the ad that they clicked on. The ads can be vague and there are too many hoops your visitor has to jump through, resulting in limited concentration spans. What we should be doing is aligning a particular advertisement to its designated landing page and by doing this, we increase conversions; we increase our quality score and our ads become relevant to the page that we’re sending them to.
Another common mistake that businesses are making is an inconsistency of content in ad messages and its landing page. For a great landing page, designs, headlines and wording should match each other. Because, your Google AdWords score is ascertained by the content quality of your ads, and it is imperative that the content of your ads in Google AdWords ads matches the content on your landing page. Your quality score also improves by having coherent content through the landing page and advertisement message.
Confusing or boring headlines
Headlines are the first thing a visitor reads. These are meant to tempt a visitor to have a closer, second look; so, make sure that you grab your readers attention and focus on having something that is compelling and not uninteresting, boring or vague as a headline.
If you are an online retailer and you are asking your visitors to buy goods and require confidential information for payment, the trust of the customer is definitely at risk if there are spelling errors and poor grammar. Ensure impeccable grammar throughout the landing page; always double and triple check and have someone else proof-read it.
Not using “above the fold” technique
“Above the fold” means that the person arrives on your landing page and they don’t have to scroll to see your headline or your call-to-action. This is the most important part of the landing page and where the call to action needs to be. Hence, always make sure that the visitor does not have to work and scroll to see the call to action.