Your landing page is designed to generate leads. It may serve other purposes, but its primary function is to draw visitors in and make them think about taking you up on an offer you’re making, whether you’re selling a product or service or inviting them to sign up for an e-book, newsletter, or a webinar.
So if you have a landing page that turns out too few leads, it’s probably time to take a closer look and find out why it can’t seem to get the leads that are vital to achieving conversion goals. Here are some of the possible reasons your landing page fails when it comes to generating leads for your business.
It’s yawn-inducing
The e-book you’re offering may be compelling, but the landing page you’re using to ask people to sign up for it is incredibly boring. The content text and the form are too long, and there are no images to catch the attention of people. Something that uninteresting isn’t likely to attract leads. Sweet and short copy, and even sweeter and shorter form, and striking images will likely be more successful when it comes to drawing in leads.
Asking for too much information
Ideally, the lead capture form on your landing page should only ask for the name, email address, company, and phone number of the visitor. Anything beyond that and your prospect will likely opt out simply because you’re asking for too much information. As stated in the preceding item, your form should be short and ask only for vital details from your prospect.
You didn’t test your form
One rule of web design that no one should ever skip is test, test, and test. If you’ve created a landing page for your website, you should make sure that everything about it, from the submit button to the confirmation page, is working. If you’re too busy to tes
t, don’t be surprised if you’re not generating enough leads because you have no idea that your landing page is conking out on you.
Your page has one clickable or too many
It’s true that some landing pages are just plain distracting, with so many clickables that often overshadow the most important clickable of all: the “Submit” button. So if you can help it, don’t go putting internal links or outgoing links on your landing page. Only the “Submit” button matters, because it’s the only button that serves the function of your landing page, which is to collect information from your visitors and turn them into leads.
There is no form
A landing page with a form that isn’t working is one thing. A landing page without a form is an entirely different matter. We have seen far too many landing pages that readily give their awesome content away simply because they didn’t put it behind a form. So, visitors got the offer without providing any information in return. That means you can’t do any follow-ups that would lead to further conversions. Always require visitors to sign up before you give anything away, and the only way to do that is to have a lead capture form in place.
The offer isn’t clear
Any offer you make on a landing page should be crystal clear. For your landing page to work the way it’s expected to, it must have a headline that leaves no doubt you’re offering something and an image to go with it. Most importantly, there should be a call-to-action button.
A slow-loading landing page
Most people don’t have the patience to wait for a page that takes forever to load, and we’re just talking about a page they only want to read. Can you imagine how patient they would be for a slow-loading page that would make them do some work like, you know, filling out a form?
Fortunately, there’s Google’s PageSpeed Insights tool, which can help you find out why your landing page takes a long time to load. If your landing page remains slow despite any adjustments you make, the fault likely lies with your hosting company. You may want to upgrade to a better hosting service or switch to a new hosting company.
Your landing page seems untrustworthy
Whether you like it or not, visitors will judge your site by what they see. So if they see a page with content peppered with typos and grammar issues, they will likely move on to the next site. The same thing will happen if your landing page has low-quality images, a baffling web design, and fake-sounding testimonials, among other things.
When a page has these unsightly elements, you can’t really expect people to trust it enough to provide personal information. To make your landing page appear trustworthy, you need to do the opposite of the things mentioned above.
Your site is not mobile responsive
Strangely enough, there are still a lot of webmasters who haven’t made any effort to make their websites responsive, despite the fact that mobile users have long outnumbered PC users. So if a visitor checks out your offer on your non-responsive site, he or she would likely have to sign up for your offer using the tiny buttons on your landing page, that is, if he or she would even bother.
Don’t get left behind. Go mobile-responsive now, and generate leads from all available platforms.
Poor traffic
Even if your landing page has all the elements that make it great, it will all be for nothing if too few people visit your site. You need to boost your traffic because that’s the only way to get more people to check out your offer, which in turn improves your chances of generating leads. Improving your traffic means you have to double your SEO, social media, and blogging efforts.
Hopefully, making adjustments to your landing page as suggested above would finally enable you to get those all-important leads, making it the conversion magnet that it’s supposed to be. If you need assistance from a professional to get the performance you desire from your landing pages, talk to the experts at Proceed Innovative. We provide a range of services from web design to mobile SEO to help you get the most from your landing pages.
Guest post by Anthony Tisara
