If you’ve been running your digital advertising campaigns for a while and you’ve been underwhelmed by your results, the answer to better conversions could lie in your landing pages. Here, we cover off seven of the most common landing page mistakes that could be bringing conversions from your digital marketing campaigns to a halt – and explain how to optimise your design and copy for the best possible ROI.
Many webmasters fall into the trap of creating a landing page design that doesn’t follow the same layout or format as the other pages on their website. Sometimes, this is because they’ve had to meet a strict deadline, and they’ve used a dedicated drag-and-drop web page builder to get the content live as quickly as possible; often, it’s because they’ve underestimated the value of creating a sense of consistency across all their web pages, even those that are developed specifically for use within advertising campaigns.
Make sure your landing page looks, feels and operates in the same way as the rest of your digital assets – including your web pages and display network ads. If you don’t want to include your usual navigation menu in your landing page design because you’re concerned this will distract the user from completing your preferred action, that’s fine – but do include your logo, brand colours and standard font to create consistency and reassure the user they’re in the right place.
Your page headline needs to summarise exactly what you’re offering – and why – within just a sentence or two. It’s the element of your page that’s going to leave the greatest impression on your reader; the hook that’s going to reel them in and stop them from bouncing away from your site altogether and into the hands of your competitors.
In fact, according to the advertising tycoon David Ogilvy, five times as many people read a headline as the main body of text – so coming up with a brilliant lead title is well worth the time and effort!
In principle, a landing page headline needs to be clear, emotive and reassuring. It also needs to match the theme of the ad that brought the reader to your page in the first place.
If the reader feels confused or overwhelmed by your page’s content, he or she will quickly give up and head elsewhere.
This is why it’s so important to break your proposition into short, easily digestible points, and present key information as clearly as possible.
Long, rambling blocks of text are out. Short, easily digestible snippets of content are in. And these nuggets of information are often more effective when they’re surrounded by images, illustrations and infographics that reinforce your message and make the reader want to stick around.
Irrelevant or uninspiring graphics that don’t support your proposition could be costing you conversions.
Most of the time, your landing page images need to do one or more of the following:
And if you want to step up your designs a notch, use branded photography and explainer videos in place of stock images and static infographics.
An introduction to what you do and why you do it could prove to be useful to the reader. But most of the time, the people who visit your landing page will be more interested in what you can do for them.
What are the benefits of your product or service? How does it solve a problem? How can it make life easier? Focus on the answers to these questions within your page content if you want people to pay attention to what you’re offering. Tap into what they are likely to be feeling right now – whether that’s frustration, disappointment or simply curiosity – and present them with an emotionally charged case that frames your offering in the context of their current situation.
Your landing page copy doesn’t need to match your ad copy word for word, but it does need to follow the same theme, or deliver the expected outcome.
We explored landing page relevance – and how it can negatively affect your Quality Score when running a campaign with Google Ads – in a previous post.
It’s something that any good Google Ads manager will take into consideration when running a paid search campaign. But it’s not just important in terms of meeting the requirements of Google’s auction bid algorithm – it’s crucial for turning customer interest into sales or enquiries.
If your ad’s message doesn’t match your landing page’s message, you’ll lose the attention (and potentially the trust) of your prospective customer as soon as they realise they haven’t found what they were looking for.
Check out this article from Wordstream for a more comprehensive introduction to the message match concept, along with examples of companies that have got it right (and some that have got it very, very wrong!).
Even if you’ve created a killer headline, made your copy all about the customer and aligned your page messaging with your ad messaging, all your hard work will have gone to waste if you haven’t included a clear call to action (CTA) somewhere within your template.
Use your call to action to let the reader know what you want them to do next. If you’d love them to call your team for a chat, make your phone number prominent on the page. If you’d prefer them to email across key information to help you put together a quote, develop a contact form with custom fields that can be filled out quickly and easily.
Make it 100% clear what your prospective customers need to do to get their hands on your great offer, sign up to your newsletter or otherwise engage with your company – and minimise the number of steps they need to complete your desired outcome.
We offer FREE landing page audits to businesses that want to make the most of every click.