The Most Common Landing Page Mistake (And How to Avoid It)

Your website is often the first point of contact with potential customers. It's where first impressions are formed and decisions are made. Unfortunately, many websites miss the mark, cluttered with unnecessary information and failing to answer the essential questions on every customer's mind.

The Common Pitfalls

Let's paint a picture: you land on a website for a product you've never heard of before. Would you be inclined to make a purchase?

Probably not. The reasons are clear but often overlooked:

1. You don’t know what the product does.
2. You know what it does but you don't understand why you would need it.
3. You think it's too expensive.
4. You've never heard of them before and you don’t trust the company.
5. You want to think about it and come back to it later.

If you don't know what the product does, then no amount of customer testimonials will get you to purchase. So it's important to start from the start and answer these questions like a checklist.

‍

1. Clarify the Product's Function: If it's not immediately clear what your product does, revise your content to make it straightforward and easily understandable.
2. Emphasise the Benefits: Beyond what your product does, highlight why it’s beneficial for the customer. Make the value proposition compelling and clear.
3. Provide Social Proof: To counter skepticism, include customer testimonials, reviews, and case studies that validate your product's effectiveness.
4. Justify the Price: If your product is on the pricier side, be transparent about the reasons. Explain the quality, craftsmanship, or the unique benefits that justify the cost.
5. Build Trust: Use trust signals like certifications, industry awards, or press mentions to bolster your credibility.
6. Create a Sense of Urgency: Encourage prompt decision-making with time-sensitive offers or limited availability alerts to nudge the customer towards making a purchase.

‍

Understanding and addressing these basic questions is the key to converting visitors into customers. By taking a step back and putting yourself in the shoes of your customer, you can declutter your landing page of all unnecessary and distracting information.

Keep it simple. Answer the questions your customers have. Satisfy their concerns, and you will be converting more website visitors into paying customers.

‍