8 Landing Page Mistakes that Hurt Lead Generation

8 Landing Page Mistakes that Hurt Lead Generation

Lead generation landing pages are most often used to capture leads by offering premium, branded content in exchange for visitors’ contact information. The content on these pages is written specifically to convince prospects to fill out a form and download the content, at which point they become qualified leads for your company to nurture.

Everything about your landing page contributes to its effectiveness in generating leads – from the design to the content to the images you select–and, of course, the content offer itself.

Put simply, a generic, poorly-designed landing page won’t attract and convert prospects. To achieve your company’s lead generation goals, your landing page needs to be highly effective in ensuring visitors are incentivized and intrigued enough to offer their contact information in exchange for your content.

To that end, here are the eight biggest landing page mistakes that hurt lead generation – and how to fix them:

1. Excessive text. There is a 55% increase in conversion when relevant, focused, important information is on a single page. — HubSpot

You have mere seconds to grab visitors’ attention. As such, your landing page should only contain enough information to intrigue your prospects and inspire them to download your content. Excessive text confuses users — most of whom are impatient and skim more than they read. To ensure your prospects stick around long enough to become a lead, keep text succinct; use bullet points; leverage bolded text; and incorporate headings and high-quality images. Conversely, too little content will irritate a user that can easily move on to another website to get help.

2. An ineffective call-to-action (CTA). Your CTA informs prospects of their next step and is an incredibly important component of your landing page. To boost conversions, you should have one very specific CTA. It should stand out in a contrasting color and be above the fold, so visitors see it immediately. Examples of specific CTAs are “start your free trial” or “download your free guide” or “sign up for a demo.”

3. Generic value proposition. Visitors need you to quickly communicate what sets your company and your content apart. Are you the simplest, best, or most credible? What do you offer that your competitors don’t? Provide your benefits, ROI, and customer testimonials. We also recommend using descriptive copy, high-quality images, and a specific headline – all of which should communicate the value you bring to the table.

Learn more: How To Improve Lead Generation Using Gated Content

4. A weak headline. Your headline’s role is to grab visitors’ attention and inspire them to stick around. We recommend using very specific headlines that reflect the landing page’s content. In terms of length, it should be long enough to convey your message but not so long that it confuses your audience. An example of a strong headline is, “FREE DOWNLOAD: The Complete Guide to Lead Generation for B2B Companies”. Headlines are also incredibly important to search advertising, as PPC ad engines ascribe more weight to relevance of the keyword query > ad message > landing page message combination. 

5. Requiring too much customer information. The majority of visitors are turned off by requests for an abundance of personal information. They assume the form will take too long to fill out, and they’d rather leave the site than enter all that information. To boost conversions, only obtain the bare minimum at first, such as name, email address, company name, and job title. From there, leverage progressive profiling to capture important, secondary information as the visitor returns for additional content.

6. A lack of credibility. It’s important to communicate to potential buyers that they are engaging with a reputable company. If prospects don’t trust you, they are significantly less likely to offer up their personal contact information. To that end, add honest testimonials; display a trust badge; don’t oversell results or the content; and ensure terms and conditions are easy to understand.

7. A slow load time. 40% of consumers abandon a website that takes more than three seconds to load. — KISSmetrics

A slow load time will significantly damage your conversions. Make sure your page loads quickly by cutting the clutter; removing unnecessary text and graphics, and speaking to your web design company about ensuring the page loads easily and accurately across a variety of devices — including desktop, tablet, and mobile phone.

8. You’re not testing. It’s imperative to test your landing pages, as it provides invaluable insight into what’s working and what’s not. We recommend creating several landing pages with different market ideas, layouts, and wording to determine which formula gets the most conversions. From there, you’ll want to change any aspects that aren’t driving conversions.

Further reading: The purpose of a website landing page

Sources:

KISSmetrics, How Loading Time Affects Your Bottom Line, https://blog.kissmetrics.com/loading-time/



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Ironpaper is a B2B marketing agency and lead generation agency. Ironpaper integrates design, technology and marketing for the web to drive meaningful results for clients. We are based in New York City and Charlotte, NC.