A landing page is a valuable part of any short-term or long-term marketing campaign that is selling a specific product, offers limited time promotions or is the main lead generation page of your long-term marketing campaign. Not only for these reasons but for GoogleAds and other forms of digital advertising, landing pages are where it is at! 

A good landing page will target a specific audience, such as traffic from your advertisement or organic marketing campaign, funnel the said traffic to that part of your website and close the final decision. Whether that final decision is to sign up for a webinar or contact us form, a company’s biggest marketing mistake is not utilizing landing pages. 

A whopping 44 percent of marketers have customers and potential customers head to their homepage versus creating a landing page. And if your website is updated, this is something that takes little to no effort. If your website is not updated, not only are you losing leads based on your design but hurting your marketing teams’ ability to garner leads and sales. 

Our omg web design experts have compiled a list of the four biggest downfalls of landing pages to avoid losing anymore leads or feeling unsure of how the design and layout should appear to customers. 

1. A slow website

Again, here are our omg web design experts and OMG Austin folks speaking about website speed! This is because it really is critical to the longevity of your company’s digital efforts. The entire purpose behind a landing page is to bring in sales, leads and contact information, and if the landing page itself is slow, consumers will go elsewhere. 

This is because consumers expect a website to load within two to three seconds, and anything over that is a hassle. A single second delay can cause leads to decrease by 7 percent, and while this seems like nothing, if you are putting everything into this campaign, 7 percent is alarming. With that in mind, a strong and effective marketing strategy that is implemented is call to actions (CTAs), but what happens when consumers are overwhelmed with CTAs on the page? 

2. Too many CTAs 

While CTAs are often some of the final pieces of content that a consumer will read before clicking on the link or entering their information, too many have the opposite effect on consumers. On a homepage, a couple of CTAs in different areas are more than fine, and even a couple of CTAs on a service page or blog work perfectly, but for landing pages, stick to one and only one. 

This is because consumers are here specifically for this one promotion, sale or final completion in their customer journey, and the more options on this final decision, the more they will hesitate on their purchasing decision. Keep it simple and to the point! 

3. Not having the correct amount of landing pages

While there are moments that a landing page for different campaigns is appropriate, a new landing page should be created each and every time that a new campaign is running. Our omg website design experts suggest this because it keeps the website clean, the code clean and the old campaign pages can be turned off from the website but it is still there for future purposes if need be. 

4. Creating distractions 

Our omg website design experts always tell clients that less is more and this is because consumers are busy and want to find their options as quickly as possible through their journey. The same notion should be taken into consideration when it comes to designing a landing page layout. 

As stated above, the landing page has one job, so why would you distract it from its one job? It sounds kind of silly, right? Because it is. Let the page do the exact job that it was hired to do! 

A landing page’s value over time is worth these four small, but easy adjustments from our omg website design experts! In the meantime, contact our digital marketing team for help with your campaign!