10 Landing Page Design Mistakes Costing You Leads & Sales

Landing pages are a special kind of website, featuring a single product, service, idea, or goal. Since they’re never meant to be as comprehensive as regular websites that feature multiple products and information, you have to optimize for conversions.

At their core, effective landing pages work because they’re simple and straightforward.

People visit them because they want a certain product, service, or idea. It might be one they’ve been considering since they first heard about it, or more likely it’s something that just came to mind through a random web search.

Regardless of how they got there on the page, these visitors are in a state of mind where they’re going to act and provide that all-important conversion. Of course, your landing page doesn’t have to convert with 100% of the people who visit — you still need some leeway for error, since no single element will ever be able to achieve this.

However, putting these elements into place means that the majority of your website visitors will know exactly what you want from them. Here are 10 ways you can make your landing page convert better.

#1 — Turn broad statements into specific results

Vague promises and benefits that you can slap onto any company website do little to make visitors believe in your product. Instead, tell potential customers exactly what they get when they work with you. Share what you have done with past clients.

*Bonus points if you can quantify their success.

#2 — Don’t crowd web pages with text

While SEO works better with more text, few people actually read it. The majority of users only read headlines and the first part of descriptions. Focus on quality rather than quantity. The user is more likely to read the text because it will be easier for them to scan.

#3 — Minimize risk around CTAs

Do not give site visitors a reason to second-guess or doubt your product. If you can, provide a short trial basis with limited features to allow customers to try your product. Include at least three value statements to support your CTA.

‍

#4 — Headlines should get to the point

Generally, headlines are what grab users’ attention. Your headlines should be clear and concise with a focus on the main content.

Pro Tip: Use visuals that show the product or service in action.

#5 — Call-to-Action (CTA) button

In order for the landing page to fulfill the purpose, the call-to-action must connect the product with the customer. Make sure the CTA is highlighted appropriately so the user takes action. Be sure to include a clear call-to-action that entices visitors. The call-to-action should be placed above the fold and tell visitors what they need to do next to take advantage of your offer, whether it’s making a purchase or signing up for a newsletter.

#6 — Use hero images that make sense

The right photo can both help to complete or convey difficult to express information, but also increase the sense of trust between the consumer and the company. So Use photos of the product or service that your website offers or real people whose view is more convincing to the user.

#7 — Show why clients should trust you

Lack of trust factors: It’s not just about getting people to buy, but also about getting them to stay and convert. Creating trust is essential for increasing conversion rates. You can add trust elements by including testimonials, security seals, and other customer reviews. Add your social proof at the beginning of your page, not the end.

#8 — Include the product benefits

Be sure you include all the important details about your products or services on your landing page. The copywriting should be easy to read, while still informative. If you have a lot of information you want to get across, use bullets or subheadings so it’s easier for people to quickly find what they are looking for.

#9 — From desktop to mobile, be responsive

Responsive design ensures that your landing page looks great on all devices and increases conversion rates by making it easier for people to browse, click, scroll and complete your call-to-action (CTA).

It can also make your website more functional. By adding a responsive design to your landing page, it will be more accessible to visitors on any device.

#10 — CTA button text

We’ve all seen the “Get started” button hundreds of times. Better call-to-action buttons tell users the exact step they are about to take to produce action and commitment. The CTA should describe what happens when they click.

We hope that you can learn a thing or two from the tips above, and build some effective landing pages of your own.

There are, of course, a million ways to go about it, so we encourage you to experiment with different strategies and approaches to building landing pages. Just keep these crucial optimization tips in mind, and you'll increase your chances of converting visitors into engaged users.