Landing pages are a tricky part of any marketing plan. Most marketers spend a lot of time worrying about their search rankings, email marketing campaigns, and social media presences without thinking a lot about landing pages. But once you’ve gotten a user to your website, the battle has just begun. Here are five things you’re currently doing wrong – and five landing page best practices to help fix them.
1. Generic landing pages – One of the worst things you can do as an inbound marketer is to attract visitors to your site, then lead them to confusing pages that don’t contain what they expected to see. The most common instance of this practice is specific anchor text that leads to the home page. Users who had been expecting to be taken to a deep landing page are instead greeting by a confusing homepage through which they must navigate to find relevant information. Eliminating this problem can dramatically increase landing page conversion.
2. No/weak call to action – If you’ve gone to the trouble to attract users to your page, I’m guessing that you’d like them to, say, give them your email address. If that’s your intent, make it obvious by prominently displaying the sign up box.
3. No branding – Eliminate confusion by placing your logo on every page. Users want to know that they’re at your website as opposed to some spammy site instead.
4. No social proof – Deep landing pages should be simple, but don’t cut so much that you forget to include tweets/articles/posts that have been made about your products. This help lend credibility to otherwise sparse squeeze pages.
5. Too much clutter – The other end of the spectrum is the cluttered, confusing page. Limit yourself to some branding, a clear call to action, and any authority/social proof required if you have space. Unless these is a very general page (read: home page) keep your extraneous information to a minimum.