Your landing page is an integral part of the whole online business marketing process, as it’s where users from all over the Internet land from an external website. Its purpose is to show whatever you have to offer to the user, who will then decide whether to take you up on your offer or not and become a lead. Simply put, a landing page is designed to generate leads. If it’s not doing that, then something must be wrong. Here are some reasons your landing is not generating leads the way you expect it to.
1. You haven’t promoted your landing page correctly
For people to get to your landing page, they have to click links to whatever external site they came from, that is, if you have actually remembered to build links with other sites within your industry. Even if your landing page is well written and laid out, people still have no idea it exists if you haven’t really worked on placing links or posts on other websites that would lead them to it.
The placement of the landing page on your website also matters. While you’re in the process of designing your landing page, it would be ideal to plan the landing page well. Aside from filling it with relevant content and the proper forms, you need to populate the site with pages and posts that correlate with the goal of your landing page, so even if they land somewhere else on the site for whatever reason, users will still find their way towards the landing page.
2. The landing page is not tailored to your visitors’ needs
Your visitors get on your landing page for a reason: they came for an offer of a product or service that they learned from an external website. Imagine how disappointing it would be for them to click those links only to land on a page that doesn’t have the pertinent information they need that would help them make a decision. If anything, your landing page should be personalised or specific to the needs of your visitor. On top of relevant content, your calls to action or CTAs should not take them to the generic “contact us” page, which only shows how generalised your landing page is. Give them something that generic, and you can expect your bounce rate to rise.
3. Your landing page is too cluttered
Always keep in mind that your landing page’s ultimate goal is to get visitors to fill the form to avail of your product or service offer, not give them more links to other pages or services via navigation bars, side bars or footers. These links distract from the page’s original goal, and you will only end up losing them. If possible, don’t give your visitors much in the way of choices when they get to your landing page.
4. You landing page loads slow
Internet users are some of the most impatient people in the world, and these same users are the ones you depend on for business. If they do get to your landing page, but loading takes a few seconds too long, expect them to leave for another site that doesn’t take forever to load. If you have a slow-loading landing page, you have to take steps that will make it faster, or your bounce rate will be going through the roof.
5. Your landing page form is excessively long
People in general hate filling out forms, whether it’s the actual paper kind or the electronic kind. If the form on your landing page is too long or asks for too many details about the visitor, don’t be surprised that visitors will just drop everything and move on to another site. Patience is hardly the virtue of many Internet users today, after all. So keep things short. If possible, have visitors fill 3 to 4 fields only. Keep it to their names and contact details at first, then gather other information about them as you nurture that relationship with them over time.
6. Your landing page is not mobile-optimised
Considering that nearly a third of all traffic comes from smartphones and tablets, it would be a shame if your landing page is not mobile friendly. Mobile use can only get bigger in the future, so the smart thing to do would be to make your landing page—and your entire website for that matter—responsive. Fail to do this, and you shouldn’t be wondering why your landing page is not generating leads.
To improve your landing page’s lead-generation capability, we recommend that you use the above tips to do just that. Your landing page, after all, is one of the most important pages of your website, and you should take good care of it.