Landing pages are every bit as important as every other element in your overall marketing strategy. It’s one thing to drive even the most targeted traffic to your website, but doing so is redundant if your landing pages are substandard.
When evaluating any number of poor-quality landing pages, you tend to notice certain patterns. Certain common errors that even today are rife. Not to mention, the kinds of errors that contribute do a number on the overall performance of your business.

So with this in mind, what follows is an overview of five examples of the most common landing page errors you’d be wise to avoid at all costs:

1. Awful CTA Buttons
First of all, it’s surprisingly easy to go wrong with CTA buttons. The reason being that there are so many elements that contribute to effective and successful CTAs. From size to colour to shape to position to quantity and so on, it’s a tricky balancing act to pull off. Which is made even more difficult by the fact that what works for one business could prove no less than disastrous for another. As such, there’s really only one viable solution – test, modify, test, modify and so on.

2. Lame Design
When a new customer arrives at your website, you have literally less than a single second to appeal to them visually. You need to remember that they have found you because there is something very specific they are looking for or are interested in. Which in turn means they expect their needs to be satisfied from the moment they arrive. If they are presented with the kind of lame design that doesn’t appeal to them, you can kiss goodbye to any hope of converting them.

3. Information Overload
That said, the last thing you want to do is bombard them with far too much information about whatever it is they are interested in. You know what they want, you know how to give it to them and you intend to do exactly that. Still, there is such a thing as going overboard when it comes to throwing too much information at them all at the same time. Feel free to point them in the direction of a whole world of information - just don’t cram it all into your landing pages.

4. Mass Marketing
You want to sell something, your customer wants to buy something and you both know each other’s priorities. However, customers never like to feel as if you value them only for their money. Even if this does happen to be quite accurate. As such, one of the biggest mistakes you can make is to go well and truly over the top with the marketing materials on your landing pages. Whether it’s ads for your own products and services or links to external service providers, go easy on the hard sell.

5. Low-End Visuals
Last but not least, the only visuals that have any place whatsoever on your landing pages are those that are quite simply flawless. The kind of photography that’s worthy of prestigious awards, animations that look like they’ve come straight from Pixar’s studios and so on. The thing to remember is that you only get one chance to make this first impression. So unless the first impression is comprehensively superb, you can’t expect your visitors to take whatever you have to offer seriously.

Author's Bio: 

Chris Jenkinson is a UK business marketing consultant providing marketing support to businesses.