8 Things NOT To Do When Designing a Landing Page
September 10, 2015
How do you create a landing page that converts traffic like magic? You get a virtual assistant to help … oh kidding! But landing pages are something a lot of people struggle with. Which tool is best? Can I create a landing page on a blank web page? Why are people coming to my page but not clicking on my call to action? How much copy do I put on my landing page? How do I link my landing page to my CRM or to Paypal? What is split testing?
Take a big breath. It’s ok.
The first thing to realise is that your landing page is a work in progress. You design it – you launch it – you promote it – you test it. Then you change it! So with that in mind you don’t have to achieve perfection first time round.
To help you skip past a couple of rewrites …
8 things not to do when designing a landing page
(Note the Prezi above is best viewed in full screen)
- Don’t make your page all about you. No one cares! They want to know the solution to their problem.
- Don’t have multiple call to actions. The more choices you give your audience, the less likely they are to click anything. One call to action only.
- Don’t forget about mobile. With more people than ever browsing on their phones and devices, if your page is not responsive it won’t convert.
- Don’t try to tell a story. Keep your copy short and specific. You want to have your reader relate to the problem and want the solution. End of story.
- Don’t misrepresent your page. Your ad or post promoting your page should be consistent with the call to action. You won’t get a good conversion if you sensationalise to get clicks.
- Don’t forget about the call to action. This button needs to trigger your audience to click, so avoid click fear (ie ask for phone number), word carefully and include the benefit.
- Stay away from stock images. Lady with headset, smiling multiracial team in a meeting, men in suits shaking hands – no! Using these images shows a lack of thought, lack of originality and screams ‘same’.
- Don’t ask for too much info. Two column forms are a definite no, all you should really be asking for is a name and email address if you want the best possible conversion rate.
The best advice I would give if you’re new to landing pages is to use a tool such as LeadPages, OptimisePress or Instapage. Their templates have been tried and tested, they know which designs have the highest conversions and make it easy for you to pop your content in and integrate your landing page with your payment system, CRM or mailing list tool.
So, I’ve talked enough about what not to do when designing a landing page. Here’s someone whose landing pages I really do admire. Kim Garst from Follow @BoomSocialMktg has one of the best sales funnels I’ve seen. Sign up for one of her free products and see how she takes you on a journey you don’t even realise you’re taking. She got me to part with some money and that’s no easy task!
Your turn now, what’s one of your pet hates when looking at landing pages?
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