Landing pages are built to serve a focused marketing purpose. They might promote an upcoming event, introduce a new product line, or drive leads for a specific service. While the goal may change from campaign to campaign, the foundation stays the same.
Strong landing pages bring strategy, content, design, development, and tracking together to create a focused experience that supports your goals. With that in mind, here are eight common landing page mistakes to avoid.
1. Unclear Headlines or Value Proposition
A headline is the first thing users see and draw conclusions from. If it’s too vague, it will not grab the reader’s attention. Too specific, and the reader may not understand how it relates to their problem. A strong headline should align with the rest of the page while also connecting to the user. Use it to answer specific questions, like: Who is this for? What does it do?
Also be sure to keep your audience in mind. B2B users typically prefer direct headlines that quickly deliver the information they are looking for. B2C users may value things like convenience or simplicity. Writing according to your intended audience will always help draw connections and keep readers engaged.
2. Confusing Layout and Design
At no point should a landing page leave users wondering where to go next. Visual hierarchy is integral to creating a clean, well-structured layout that guides the reader along the page. Headlines, paragraphs, and CTAs should be visibly defined without too many competing elements drawing attention away from the focal point.
Remember that design should always support the message, not compete with it. It can be tempting to get carried away with styling, but often keeping it simple will better serve the page. Properly sizing headings and leaving whitespace between content blocks is important to the flow of the page and how readers digest the information.
3. Slow Load Times or Technical Problems
You may have strong writing and design, but neither will matter if your page fails to load. Studies have shown that users will usually wait only a handful of seconds for a page to load before abandoning it and looking elsewhere. Similarly, technical problems such as broken buttons can reflect poorly on the quality of your business and damage trust. That is where the importance of web development comes in. Ensuring that your page is built correctly and any potential problems have been addressed prior to launch will go a long way.
4. Weak Calls-to-Action
Keep the overall goal of your landing page in mind when building your CTA. The messaging should align with your goals and give users a clear “next step.” Before clicking anything, the reader should already be certain why the button is there and where it takes them once clicked.
Not only should the content be clearly defined, but so should the design. A CTA should visibly stand out from the rest of the page to draw the user’s attention, while still fitting the brand. Placement is just as important. Position CTAs near the top and bottom of pages to make it convenient for visitors regardless of their intent. Those who want to read first will be met with a CTA providing the next step, while those who know what they want can jump right in at the top of the page.
5. Too Many Links or Distractions
Landing pages are often given a simplified header and footer that separates them from the rest of the site. This helps reduce distractions and keep users on the page. Every element on the page should support the primary goal, so links that aren’t applicable or redirect users away from the page don’t belong. Things like popups and sliders can also be a distraction that ultimately detracts from the page.
6. Lack of Testimonials
People need to establish trust before they convert. Including a variety of testimonials on your page is a great way to address potential concerns a user may have before making a decision. The more specific and goal-centric, the better. Placing these toward the bottom of the page, before the CTA, can help seal the deal when a reader is on the fence.
7. Poorly Written or Off-Brand Messaging
While understanding the audience and goal are crucial, the most important thing is that the messaging sounds like you. Stay on brand and maintain your identity while writing conversion-oriented content. This should be consistent throughout the entire user experience, whether that’s a landing page, an email campaign, or even a form confirmation message. Your landing page should feel like a natural continuation of the overall campaign.
8. Not Optimized for All Devices
Web development has evolved quite a bit over the years. So many people browse the web on tablets and cellphones that many developers have shifted to a mobile-first approach. Your industry and audience can determine how common this actually is, but it’s important to build responsive webpages nonetheless.
A landing page can look amazing on a laptop screen, but try opening the same page on a mobile device, and it may look like a broken mess. If that happens, you risk alienating a large percentage of your website’s traffic. Pages should be viewed at different sizes while building to ensure a professional look regardless of the device used.
Let Our Experts Build Your Landing Page Today
A successful landing page does more than look good. It brings together clear messaging, intentional design, reliable development, and a focused marketing strategy to guide users toward action. If you’re wondering how do you create a landing page that supports a campaign from start to finish, it starts with avoiding common mistakes like unclear messaging, confusing layouts, weak CTAs, and poor mobile performance.
By avoiding these common landing page mistakes, you can create a stronger experience that builds trust, improves conversions, and better supports your campaign goals. If you need a landing page for marketing built with strategy and performance in mind, FSM is here to help. Contact us today to get started.
