Pitfalls to Avoid When Creating Landing Pages

JorieMunroe
Inbound Professor

Creating and optimizing landing pages is a crucial step in your lead generation efforts. What's a common mistake I always see and try to avoid? Not having a second offer or CTA on the thank you page.

 

It’s a smart move to keep your primary offer nice and clean on your landing page and not confuse people with multiple CTAs. However, once you’ve given the promised content to the lead, you are wise to garner their support by asking them to do something whilst they are "hot."

 

I always suggest making sure you utilize the thank-you page to place another CTA or offer. For example, you could ask people to share the content via a Click to Tweet link.

 

*To learn more about this, check out the Creating Landing Pages in HubSpot lesson via HubSpot Academy. 

150 Replies 150
KKamlager
Member

Don't create complicated dead ends for the customer journey. Make a CTA with purpose, gate content that is worthy of gating, and make it simple and short for the visitor to fill out. 

0 Upvotes
BRiback
Member

This was the best module, yet! I'm curious what research HS has done on the acceptance of chatbots in their lives and if consumers (actually), EVER prefer conversational forms?

0 Upvotes
FMartelozzo
Member

the better the quality of LP content, the more conversion it will get. The offer has to be exactly for the audience we are reaching and an email marketing nutrition after the thank you page also helps in the conversion.

0 Upvotes
aagg
Member

Using trade jargon can be a tricky pitfall. There are some topic terms thats can be understood as umbrella categories however, when defining niche services, industry outliers may not understand the chosen terms.

0 Upvotes
JenMalins
Contributor

I'm usually sold on the offer before I even get to the landing page so I don't really read landing page copy. As a result, the ones I write tend to be short and to the point.

0 Upvotes
SumitMutha
Member

Yes exactly

0 Upvotes
ESingletary
Member

The content should start right below the fold. It tends to be discouraging to the reader if they have to scroll for too long before they find the answer they were looking for. 

0 Upvotes
KenChis
Contributor

Langing pages should always have a clear objective and offer. The objective to your team is clear - getting a contact/meeting/ registration etc. and the offer to the viewer should also be clear - Landing pages are transactional and should be a simple path to completion.

0 Upvotes
EMurphy5
Member

Agreed!

0 Upvotes
JT20
Member | Platinum Partner

One thing I really recommend is your call to action button should be relativly simple. I've seen some lengthy cta's and it just isnt aestheticly pleasing. 

0 Upvotes
ajedavis
Member

Too much text

0 Upvotes
PRaj1
Participant

hello

0 Upvotes
SSaeger
Member
Never too much text or repeating content
0 Upvotes
CPage513
Member | Diamond Partner

I like using a stripped down version of a website template for the landing page. Upon conversion, I redirect to a thank you page that matches the standard design of the website and encourages the visitor to engage. That way, you're not distracting the visitor from the first conversion but can give them more things to look at once they've converted the first time. 

0 Upvotes
DSchramm
Member

Too much information is a common mistake I see frequently on landing pages. Trying to appeal to everyone and leads to not resonating with anyone. Often the thank you page is overlook as an additional opportunity to engage the site visitor.

0 Upvotes
MTelepneff
Member

A weak CTA, such as "Learn More" or "Contact Us" when the market does not know the brand or the product. Therefore, education must work with curiosity and value via a stronger CTA. I've learned this the hard way and am still improving landing pages

0 Upvotes
FNasso
Participant

I would recommend that the landing page it's easy to read, have navigation anchors, clear CTA's across the page without overdoing and making sure the gated content is compeling enough for them to download.

0 Upvotes
MAdviento
Member

1 CTA will do

0 Upvotes
COcasio
Contributor

Not having a thank you or confirmation page and not having the information needed on the page to make right selections if a selection is required. Though navigational links are not recommended they do provide a consistent branding, if the page looks so close to your website design, that lets visitors know they are on the correct page, without them I sometimes wonder if it's legit.

0 Upvotes
CmmWatson
Participant

my landing pages - or "squeeze pages" are typically loaded with one CTA and present a thank you with opportunity to head to the Menu/Inventory tab. 

0 Upvotes
TeeDeeDubya
Member

On a first offer, I know I am signing up for future interactions with a company.  When they start peppering me with a lot of questions, like, "How many people work for your company?"  I start to lose interest in the offer.  When it gets to a certain point, I feel like they've asked for too much information and I will exit the page.  What does everyone think the right amount of informatioin is for a first interaction and what information do you gather?

 

Also, on future offers, it's annoying that they ask questions again.  I wonder if it's just me or if customers feel that way too.  I feel like if a second CTA is added, the information that was gathered originally should still be available to the company and should not be asked again.  

0 Upvotes