Three reasons why your landing page fails

When you understand your website is your business card in the new world order of ecommerce and that you only have a few seconds to make a good first impression to any prospects who find you, it’s not hard to see why you need to start the process off with an effectivelanding page.Remember, it doesn’t matter how much money you invest in seo or other techniques to drive traffic to your site. There’s a need to find something engaging when they get there or visitors just click away.

Here’s a few reasons why a landing page fails and what you can do about it.

1. Your headlines are bland. Sure you need to have engaging content that’s professionally written to keep readers interested, but at the top of any body of text is a headline that needs to be captivating. Short is sweet here. Try to combine ideas into one or two words for maximum impact.Planning a Vacation? is a more effective headline than Travelling? It all comes down to a conversational tone.
2. There’s too much on them. When you keep in mind that you’ve generally got about nine seconds to grab the attention of any prospect, you need to be sure not to try and tell the entire company story on the landing page. This is where having a thoroughly planned out navigation is critical. The landing page needs to give a good glimpse of what’s to come later in the website and the tabs and menus need to be clear about how to steer people to where they need to be. One of the other quickest ways to lose business, beyond bad content, is a confusing mess on the landing page that has visitors running around looking for the next step.
3. The content is bad. Try as technology might change that axiom, there’s still no excuse for bad writing. Of course you will know your product or service better than a writer you hire to forge the content on your landing page and beyond, but that’s not an excuse to write it yourself and then have it read badly. Visitors don’t need to know everything on that essential first page, but they need to be hooked and want to read on. Professional writing will get that job done.

Finally, there are those types that tinker too much with their landing pages after they’ve been done by the experts and wind up undoing all the good work that’s been placed there. Of course you’ll need to inventory when you’re in business, but it’s a good idea to try and design a landing page that doesn’t need to be toyed with after it gets sets up. Try to look at that portion of your website as the branding section where people will go to get the overall message of what you’re trying to achieve.