Landing pages are used for multiple functions, whether as a way to draw a visitor in for a specific offer or simply the front page of your website. Just like every marketing philosophy, there are major dos and don’ts when designing an effective landing page. Here are three of the most common mistakes to avoid.
All Beauty, No Brains
Even if your landing page is beautifully designed and effectively streamlines the process of giving the visitor what they want, it’s all for naught if you don’t add a personal touch. For example, don’t use stock photography and impersonal visuals. A successful landing page will incorporate a genuine brand voice and distinct personality, including real pictures and testimonials, according to Inc. A landing page is often the first impression that a visitor will have of your business, and you need to make a strong statement. Customers also place more confidence in businesses that connect on a personal level, since there’s a certain sense of security knowing they’ll be able to get in contact with you if they need to.
Slow Exchange of Information
If your landing page is designed to capture information for some sort of special offer or promotion, it needs to be a quick, painless exchange. When a visitor fills in a form on a landing page, they should know what they’re getting within three to five seconds, according to Business 2 Community. Any longer, and you’re going to lose a potential customer. Internet users these days have a short attention span. They’re used to lightning quick transactions and a swift browsing experience, with no patience for lag time. If you’re directing a person toward a landing page, what they’re getting from the click needs to be upfront, obvious, and fast.
Quantity over Quality
A few well-designed graphic elements and eye-catching images can make a huge difference on a landing page, but less is more, which is also a general principle of web design. You should avoid distracting visitors with too many graphics and visual components, according to HubSpot. When a visitor reaches your landing page, whether it’s for an offer or your main website, there should be a few main points of interest that pack a punch with a strong visual. If you try to stuff too many graphics into one page, it becomes disorienting for the visitor, and can be frustrating if they’re visiting the page with a specific goal in mind. This is especially important when your landing page is showcasing a special offer or promotion, where that particular incentive should be central to the page and easily accessible without lots of superfluous elements.
Landing pages are one of the most important parts of your site, whether it’s for a specific offer or your business’s main website. First impressions are most important, and that’s exactly what your landing page is. You want to make a strong statement as soon as that first click happens, and that means incorporating good web design built around a few specific pieces of content or information.