Jul 11, 20218:07 AM - edited Aug 12, 20219:23 AM
HubSpot Employee
Pitfalls to Avoid When Creating Landing Pages
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.
Ensure to have a key and specific points on your landing page. Let your audience be immersed in the content you deliver to them, no branching. any other upselling should be on the thank you page
I love the idea. Maybe the thank you page could display a testimonial about the impatct of the CTA and how it inhanced a particular related experience. Give the viewersome reinforcing evidence while offering another CTA while you have them rivited.
I often navigate to Hubspot's landing pages because they are so clear. Avoiding too many CTA's to much text and lots of various fonts and sizes just over complicates the piece.
Being long-winded is a huge turn-off. Landing pages should be direct to the point with clear and concise infomation and CTA. Don't make people read too much and ask them to do too many things for you. Nobody wants that.
One issue I often see is if the CTA is too cluttered. Sometimes visual elements overtake the actual content that explains why the painpoints and solutions. Another issues is in an attempt to use a minimalist approach too little content is included so that the actual leads who submit are not well qualified. I always think "what information do visitors need to know so that the only real next step that makes sense for my target is moving forward?" then if a user does not fall into this bucket it is fine they leave.
One sneaky best practice I use is to use visual priority where the top CTA is the same then make additional CTAs further down the page that introduce additional ideas might use other contextually relevant language. At the bottom of the page I usually include an additional reiteration of the CTA.
Post form submit having a secondary CTA to further qualify or increase a leads value is also helpful
To capture the reader's attention and encourage further engagement, it is crucial to provide substantial content that ignites curiosity and motivates them to continue reading. Excessive design elements or unclear messaging can lead to confusion, potentially resulting in the reader leaving the page. Therefore, it is essential to strike a balance between captivating content and an easily understandable presentation to maintain the reader's interest.
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