One of the main focal points of inbound marketing campaign is creating attractive offers that will reel in leads and traffic to your site. Without creating awesome offers that people love, the entire inbound marketing process wouldn’t work. It’s important to stay current; you have to create new offers all the time.
It’s a tedious process, but a totally necessary for a successful campaign. And with every new offer, you need a new landing page, right? Odds are, after a while, your landing pages have probably lost a bit of their luster. Unfortunate, but true. But hey, it happens to all of us! After a huge campaign where you have to be producing landing page after landing page, they tend to get sloppy.
We decided to create this list of ten reasons why your landing pages are probably not doing so hot. They are really easy fixes, so updating your landing pages should be a snap! Whether you’re forgetting a key aspect of your landing pages, or you’ve neglected to optimize them, this list is for you.
Interested in creating more attractive, profitable landing pages? Contact IMPACT and learn how we can help!
Now, onto the list!
Why your Landing Pages Stink
1. Your Headline is a Total Let Down
The purpose of having a headline is to grab your reader’s attention and make them want to read more. If they were to read only that line, what would they get out of the landing page? Make it good! Use bold fonts, flashy words, and make sure you add keywords! Nobody wants their landing pages to flunk out due to a simple SEO mistake. Let them know what they are going to get with their download, as well as what they should use it for. Sell your offer as best as you can in this one line!
2. You Have Too Much Content
You absolutely do not want to be able to use your landing page content as a blog post. If this is even remotely possible, you’re doing it wrong. Tons of text is not just a menace to look at, odds are, leads won’t even read it. You should probably have less than 100 words on your landing pages, so that things are quick and easy to read.
3. You Have One Giant Block of Text
This is a big no-no. Like I said earlier, a huge area of text is not something that potential leads want to look at, let alone read. Use visually appealing bulleted lists and paragraphs that break up your text and make reading your landing page content a lot easier on the eyes.
4. You’ve Hidden Your Landing Page Form Fields
You want your landing pages to be easy to use, right? So don’t hide your forms! A lead is not going to scroll up and down looking for your form. Make is clear and easy to see, completely visible without having to scroll at all. What’s probably even worse is that if they don’t even know they have to fill out the form in order to get the offer! Make this clear in your subheadings and content.
5. Your Forms Are Too Long or Short
First rule: The more form fields you have, the less people will fill them out. On the contrary, the more fields you have, the more information you have on your leads that can help you to push a sale. So you need a little guess and check here.
If you are rolling in leads, but a lot don’t convert into a sale, you may want to add more fields to your forms in order to weed out the unqualified ones. An the other hand, if you are getting a high email open rate, but no leads, you may want to decrease this number and focus on generating more leads.
Also consider the offer. If it’s introductory, do not get too intrusive by asking for phone numbers. However, if it’s a bottom-of-the-funnel offer, you’ll want this information, and chances are if they’re requesting a free consultation or demo, they’ll be willing to give it to you.
6. Your Buttons Commit Leads for Life
Having a binding word like subscribe or register on your submit buttons can really hurt your lead generation. Leads don’t want to feel like they’re signing their lives away by giving you their information. A more friendly word like “go” or “click here” would be a better choice for generating more leads.
This is always a quick fix that can help your landing pages. You will always have those leads that are turned away because they don’t know where their information is going. When you tell them that you aren’t selling their email addresses to some evil spammers, they are much more likely to hand it over.
8, You Don’t Let Them Follow You
So maybe an ebook isn’t for this person. Not the end of the world! Give them the opportunity to like you on Facebook or follow you on Twitter. This way you can kill two birds with one stone; increase your lead generation with an awesome landing page, and increase your social reach! It’s efficiency at its finest.
9. Your Leads Don’t Have Anything Pretty to Look at
We’re sorry, but the logo that you have on your emails isn’t enough to catch a lead’s eyes. You need graphics. And good ones at that. Show a picture of what your offer is. Create a title page for your ebook and show leads what exactly they are downloading. Show a picture of the person speaking at your webinar. Or even better, show a picture of the iPad you’re giving away for the 1,000th like on Facebook. Any one of these can really spice up your landing pages.
10. You’re Leads Don’t Know it’s There!
None of the fixes that you just made will make any difference if nobody knows they exist. Make sure you create CTA’s throughout your site to lead traffic to your landing pages. Post about it on your social media outlets. Send out a blast email. Just make sure that your traffic has the ability to see and visit your landing page easily.
More Profitable Landing Pages
Looking to learn more about strengthening your landing pages? Contact IMPACT and learn how we can help!