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Stop Self-Sabotaging Your Sales Landing Page: The 7 Common Copywriting Blunders That's Killing Your Landing Page Conversions



My daughter wants to learn boxing. She saw something on Tik Tok and now I'm googling gyms around us.


And with every new website, I'm getting more and more annoyed because once I click their services page it loops me back to the homepage or an anchor on their homepage and I'm stuck in an endless loop going no where just wishing I could get more information without having to call them or fill out a form!


Your service might be the next big thing but none of that matters if your website visitors leave before taking action.



A simple sales landing page copy should seamlessly take your prospective clients from where they found you (ie: your social media post, a blog, a google search etc) and continue the conversation in their mind right up to your Call to Action.


Let's take my experience with gyms. I've already sourced gyms in my location - I even know what services I want so the conversation I have in my head is: Do they do boxing for 16 year olds? how much is the class? what time is the class? And if all the copy on the landing page did was answer those questions I would be most likely signing up with my credit card.


BUT unfortunately, they don't - whether through intent or poor design, too many Landing Pages fail simply because your website developer is talking about SEOs and Keywords and their goal is to "keep your visitors for as long as possible on your website to get them to take action."


Whereas a copywriter's goal is to get them from A to B as quickly as possible.



Here are 7 of the most common mistakes I see being made on Landing Pages


  1. Treating Your Landing Page like Your Home Page or worse your Blog


Your Landing Page isn't there to convince your audience that you're the best option - Your Landing Page is there to CONFIRM to your audience that you're the best option.


One of the biggest misconceptions for a business is to treat their website, landing pages, and sales emails as the same platform and use the same copy to get their customers to convert.


Repeat - Your landing page is not your homepage or your blog.


This is why it's so important to understand your buyer's journey.


When your readers visit your landing page, it means they’re already interested in your service, they are problem aware and looking for solutions. Your job shifts from trying to raise awareness to their problems but rather show how you can help them solve their problem.


Please Don't try to educate them .... Your Landing Page is not your Blog




2/ Cluttered Text:



This is more than your visual design, your landing page should not only be appealing to use but easy to read. If your visitors have to wade through the endless scroll of large chunks of text to guess what to do next, chances are they’ll leave without doing anything.

Your landing page will overwhelm your visitors if it's crammed with too much information. You don't have to say everything all at once.


Present your copy in a concise and easily snackable manner by focusing on the key benefits and value propositions and make your Information easy to consume.


Tip: Our brains are wired to a hierarchy when it comes to reading. Keep things simple by choosing one or two high-quality fonts.




A clear and well-structured page that flows coherently is more likely to hold your visitor's attention than one that sends them to different areas searching for answers.



3/ Trying to Appeal to Everyone - Not Knowing Who Your Audience is


👎 Generic Message: "Our product is great for everyone."

👍 Targeted Message: "Tired of tangled headphones?"

 

When you try to write for everyone you'll end up writing for no one.

 

No your services won't be suitable for Everyone - Pinpoint who your Ideal Client is.


Get to know your audience's needs and desires, and address them directly.

 

Our confirmation bias is our tendency to seek out information that confirms our existing beliefs. Craft copy that aligns with your audience's expectations. Match your tone and language to your audience and create a narrative that shows you truly understand who they are.

 

And once you know the problems they’re facing, show what makes you an authority on how to help solve their problems.



People rely heavily on the first piece of information when making decisions. (The Anchoring Bias) Your headline is your first opportunity to grab your reader's attention, you want to make it speak directly to your visitor.


Place your most important information at the beginning and craft a headline that is specific, relevant, and addresses your visitor's needs or desires with a promise.


  • Never use statements that are vague

  • Don't use overused generic statements

  • Don’t make empty or false promises.

A good tip is to use verbs to make it actionable - often your subheading can be swapped for your headline in your hero section




4/ Choice Paralysis

This is the moment you've waiting for - your visitors want to know about your solutions. Here you can be specific. What are your features? What service packages do you offer?


BUT be careful you don't want to confuse your visitor.


3 is the magic number





5/ Too Many Calls to Action

Another common mistake is to plaster your landing page with all of your CTAs hoping something will appeal to your visitors.


Do you want your audience to sign up for your newsletter, book a quick consultation, or maybe purchase your product online? Bombarding your readers with multiple choices will overwhelm them and often leave them more confused than converting. Less is more. Take a look at how Yahoo and Google's landing pages differ.



You might not have even noticed Google's subtle call to action but we all use it because it's so intuitive to find and do.

Another common mistake is using the wrong Call to Action.


Start with your end goal in mind and get specific on one strong call to action

  • Direct the reader to a specific, concrete action- now isn't the time to be vague. Tell them what you want them to do and why

  • Use Verbs to add a sense of action “Try” “Find,” "Get," “Start” “Stop”

  • Be destinational rather than just directional. Instead of "Click here for more details" or "Learn more" try "Find your dream home" "Discover the secrets" "Unlock your benefits"

  • Tap into monetary incentives by using words like “free” and “save.”


Smaller tasks such as signing up for a newsletter or downloading a free eBook, make it easier for your customer to say yes and offer a risk-free commitment giving your calls to action a higher conversion rate.

6/ Not Answering Their Objections


When your customers land on your page they inevitably will have questions and objections in fact most are itching to find a reason to say no.


If your copy fails to answer these questions or worse raises more questions than answers they will leave. And make sure you answer the questions they are asking - not what you think they are asking.






7/ Forgetting Social Proof

👎 No Social Proof: "We're the best because we say so."

👍 Trust-Building: "Join 10,000 happy parents who are getting a good night's sleep."

It's harsh but true - your audience knows you're biased, of course, you're going to say you're great but what if they heard how great you are from someone just like them - someone who is now reaching their goals?

Testimonials build trust. It’s like a glimpse into their future. Utilise your social proof, testimonials, reviews, or user stats and emphasise the positive experiences of others.


Paint a vivid picture of the transformation.


How do you make their lives easier? What will their life look like after?


People tend to adopt certain behaviors or beliefs because others are doing it too.


Craft your copy to create a sense of belonging, enticing visitors to jump on the bandwagon and become part of a successful community use Phrases like "Join thousands of satisfied customers"


Writing effective landing page copy involves crafting persuasive and engaging content that encourages visitors to take the desired action.


By avoiding these mistakes and focusing on your audience's needs, you can create persuasive landing page copy that drives conversions and grows your business.


Can I ask you a favour? It takes me over 9 hours of research, writing, editing and promoting my newsletter can you take a few seconds to share it with a friend and help them become a better business communicator.












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