Stick the Landing: Why Your Landing Pages Are Failing, and What You Can Do About It

Aug 29, 2019 | Digital Marketing, Web Design

As a business owner, you understand that your website and online presence are inextricably linked to how customers and clients perceive your company, products, and overall brand. This perception is generated through multiple funnels: the excitement and urgency they feel when exploring your site, the general appeal and accessibility of your pages, and the relevance of your brand. In short, your website and its leads and conversions make it an integral metric for your business’s marketing campaigns and overall success.

In this article, we will discuss one of the most basic, yet misunderstood and underappreciated online marketing tools that can have a significant impact on your campaign: the Landing Page.

What is a Landing Page?

Quite simply, a landing page is a page on which a customer lands after typing in a URL written on a printed piece of collateral, such as a flyer or postcard, or by clicking on a hyperlink. Unlike a home page or other pages on your website, this page usually stands alone and is specifically designed to capture leads. These leads allow you to market to more people in the future and to excite potential customers about your product or service before sliding them down your sales funnel.

Typically, a landing page is structured like a full-page magazine advertisement online. It usually contains the following elements:

  1. Catchy & Urgent Headline
  2. Small Body of Text
  3. Relevant Image(s)
  4. Call-to-Action (or CTA)
  5. Contact Form

When the first four elements work together seamlessly, potential customers will fill out the fifth element, the contact form, with their contact information. The landing page effectively informs the customers about your product or service that they want or need. The information they provide allows you to market specific things to them, using their preferences to inform the marketing products they will receive.

What’s Wrong With My Landing Page?

Landing pages create a symbiotic relationship between brand and consumer when appropriately used; however, for many businesses, landing pages end up standing still and generating minimal leads. Why is that?

As a leading provider of website design services in and around Montgomery County, we at 1SEOBCG | Bergey Creative Group have come up with a few reasons why your landing pages might be flopping and what you can do to rectify those pages and rake in the leads.

Clarity

Look at your landing page design. Is your form difficult to find? Is an image or a rogue header breaking up the flow? Do you have too many or too few words? If you answered “yes” to any of the questions, you should consider making your content clearer and bring your essential elements into plain-view. Avoid the business jargon and get right to the point — your customers will appreciate simplicity and directness over complexity and chaos.

When customers are confused, they don’t convert, so clarity is key!

Interest

We all know that we shouldn’t judge a book by its cover, but that is our modus operandi based on customer behavior when it comes to online content — especially landing pages! If your landing page looks like a “dot net” from the early 2000s or soulless block of text, the only thing that will jump is your bounce rate!

If your page is inviting enough, the next step is gaining their interest in the synopsis on the back cover. They have already expended the effort to get this far, so you’ve already got them on the line — don’t disappoint them with boring information. Make sure your text and headlines create a sense of urgency and excitement, so they remain interested enough to buy the book!

Asking for Too Much Too Soon

If someone came up to you and told you two facts about his or herself, and then asked you for your full name, address, phone number, email address, mother’s maiden name, and place of birth, what are the chances you would consent to their request? Slim to none, right? Well, how do you think your customers feel when they learn only a few things from an online entity and then are provided with a contact form as long as a job application? With hackers looming and third-parties chomping at the bit for personal information online, customers are wary of giving out too much too soon.

Simplify your contact form to what you definitely need and collect those golden leads. Then, let your other marketing efforts reel them in.

Don’t lose faith in landing pages. They are such useful tools for businesses of all shapes and sizes. When used correctly, these simple pages can increase audience interest in your product or service and simultaneously provide you with the information you need to make your future marketing campaigns more relevant and interesting.

If you have taken our advice, but are still struggling to generate leads through your landing pages or other marketing efforts, bring in the experts at 1SEOBCG | Bergey Creative Group, your professional web design company in Montgomery County.