Think of your landing page as the gateway to your website. When you have a high-quality, engaging landing page that is optimized for conversions, it’ll drive more leads and sales for your business. But when it’s poorly designed and full of content flaws, it’ll be difficult to capture customer interest and engage with them. Admittedly, the former is easier said than done.
Here are 4 common mistakes to avoid when creating your landing page content.
Writing Text That’s Too Long and Unfocused
One of the biggest mistakes you can make when writing landing page content is writing too much text or copy that isn’t focused on a single idea or goal. You want to keep your copy concise and to the point, so it’s easy for visitors to understand what you’re offering and why they should pick your product or service over others.
Say you’re running a promotion for your online course. Writing long-winded paragraphs about the different topics you cover in the course is not the best idea. Instead, focusing on the problem your course aims to solve is a much more effective approach.
Failing to Optimize for SEO
Search engine optimization (SEO) is important for any website content, but it’s especially crucial when it comes to your landing page. Search engines are constantly searching for pages that are relevant to what people are searching for and if your landing page isn’t optimized with the right keywords and phrases, it won’t show up in results which means you won’t get organic traffic or conversions.
Do keyword research to determine what people are searching for related to your product or service. Then, use those words and phrases in the title tag, meta description, headings, and body text.
Not Making Your CTA Clear and Actionable
Regardless of if you’re marketing business budgeting software or painting services, your call-to-action (CTA) is the element that tells readers what action to take next, thus it should stand out and be easily understood.
Use action-oriented language like “Sign Up Now” or “Download Our Guide” instead of generic phrases like “Click Here”. You also want to make the button or icon large and prominently placed so it can’t be missed.
Not Testing Your Content
Testing your landing page content before launching it is how you’ll know if it performs optimally. Relevant A/B tests can help you determine which headlines, copy, images, and CTA’s are the most effective for increasing conversions.
It’s a great opportunity to get feedback from real users on how they respond to the content. This way, you can make adjustments accordingly and ensure that it resonates with your target audience.
By following the tips mentioned above, you can avoid common mistakes when it comes to creating landing page content. Writing copy that’s focused and actionable, optimizing for SEO, having a clear CTA, and testing your content will increase the chances of your landing page capturing leads and driving conversions.
Brian Carter is a popular business expert and keynote speaker with Fortune 500 clients like NBC, Microsoft and Humana as well as small businesses. He delivers motivational keynotes with practical takeaways with the comedic flair of his stand up comedy background. His agency, The Brian Carter Group, creates marketing that excites customers and increases brand visibility, sales and loyalty. Brian is a bestselling author you’ve probably seen on Bloomberg TV or in Inc, Entrepreneur, The Wall Street Journal or The New York Times. He has over 250,000 online fans and reaches over 3 million people per year.