Landing page optimization is a process that includes analyzing your competition, coming up with an effective landing page design, and writing compelling copy that converts visitors into customers. While you might not be able to get rid of all the mistakes in landing page copy, there are some universal factors that are always present when it comes to landing page optimization. In this post we list some common mistakes in landing page copy from various industry experts and explain why they’re so dangerous for your website. In other words, what might seem like a small thing is actually a much bigger deal than you think. Let’s go through them one by one:
Nobody reads the copy on a landing page
One of the biggest mistakes you can make with your landing page is not having any copy on it. This seems like a no-brainer, but it’s surprising how many websites don’t include a single word on their landing pages. In fact, according to study by ConversionXL, only 10 percent of visitors to landing pages read the copy they see (source). By not including any text on your homepage, you’re leaving potential customers wondering what they’re supposed to do. If they are just trying to find out what your business does and then leave without doing anything else, then that’s a wasted opportunity for you! What’s worse is that if you don’t have any text on your homepage, visitors might be unable to identify the button or form element for them to get in touch with you.
No proofreading before publishing
When you have a small team or are new to landing page optimization, it’s tempting to rush through the copywriting process before publishing. However, the key is to take your time with content writing and proofreading before publishing. The best way to avoid mistakes in landing page copy is simply by taking more time. Because you’ll be spending more time on content writing and editing, you’ll be able to catch errors early on and improve your website’s conversion rates. In other words, the more work you put into content writing, the better your landing pages will perform overall.
Using too many words
The most common mistake in landing page copy is using too many words. This is because very long landing pages are hard to read and less likely to convert visitors into customers. This is a big problem especially when your conversion rate is low. What’s more, the longer it takes for people to read your landing page, the less likely they are to click on your call-to-action button because they’re distracted by all of the words. The bottom line: shorter pages get more conversions and better results.
Not staying consistent with your brand voice
One of the most important aspects of your landing page is to ensure that it remains consistent with your brand voice. Sticking with a single tone in your copy will keep your website more cohesive and allow visitors to easily recognize what you’re trying to convey. Landing pages should also be easy to understand, which means being concise is crucial. Avoid using fancy vocabulary or overly complicated language on your landing pages because it can make them harder to understand and also take up valuable screen space.
Not having a good benefit to visitors when they land on your website
It’s important to give visitors a reason why they should care about your product. They should know that you have something that’s going to solve their problem and make their life better. Otherwise, they would just be visiting your website for the sake of visiting it.
