Landing Page Mistakes You Can Avoid
The primary purpose in creating a relevant website for any business owner is to drive traffic and ultimately generate a sale with viable customers. From flashy graphics to sophisticated content, online shoppers need more from their websites these days than they ever have before. As a smarter shopping populace and a more tech-savvy crowd, people quickly abandon websites that scream immaturity, irrelevance and uselessness. So how do business owners get a customer to stick around a website long enough to seal the deal? They start by avoiding the obvious landing page mistakes discussed below.
Dated Design
Back in the 90s, web development was limited in its capabilities, and so business owners opted for simple backgrounds with basic colors and stock images if they were really forward-thinking. Now, these same elements practically beg customers to leave immediately. Not only do bulky graphics and obvious stock imagery date a business, but they also cause doubt and even suspicion in the average online shopper.
With the prevalence of top-notch web developers and designers in the industry today, businesses should focus on presenting a clear and polished website that feels comforting and trustworthy. The landing page is the first visual indicator of the brand as a whole, and it should reflect the attitude of the company and its product.
Lengthy, Irrelevant Copy
When search engines were young and naive, SEO content played a vital role in getting people to a company's website. If a person searched for "red party balloons," she might land on a page filled with what was essentially nonsense surrounding her search term, and she wouldn't think much about it as long as she could find how to order them. Because shoppers and search engines alike have gotten more discerning, businesses need to fill their landing pages with useful, relevant content.
The content should be concise and informative. There's no need for six paragraphs on the history of red balloons, but companies should spend some time either crafting relevant information on their store of red balloons or hiring someone to do it for them. Aside from buying online, shoppers now want to get a little something extra for their effort, and valuable content satisfies this need.
On-the-Go Interruptions
Some businesses create beautiful and relevant landing pages full of appropriate information and pleasing graphics. And then someone tries to load this beautiful page on his smartphone, and all is lost in translation. A high percentage of online shopping and searching now happens in the palms of people's hands, which means that a company's landing page needs to be mobile-ready in addition to desktop-friendly.
There are very few things more frustrating than trying to read a full-scale website on a tiny screen, and people will bail fairly quickly if they can't read the site they've landed on. Companies should ensure that the mobile versions of their landing pages are as clear and concise as the full version and that the layout on the mobile site is equally user-friendly. This ensures that people find the products they need efficiently without having to scroll around aimlessly.
Dated Design
Back in the 90s, web development was limited in its capabilities, and so business owners opted for simple backgrounds with basic colors and stock images if they were really forward-thinking. Now, these same elements practically beg customers to leave immediately. Not only do bulky graphics and obvious stock imagery date a business, but they also cause doubt and even suspicion in the average online shopper.
With the prevalence of top-notch web developers and designers in the industry today, businesses should focus on presenting a clear and polished website that feels comforting and trustworthy. The landing page is the first visual indicator of the brand as a whole, and it should reflect the attitude of the company and its product.
Lengthy, Irrelevant Copy
When search engines were young and naive, SEO content played a vital role in getting people to a company's website. If a person searched for "red party balloons," she might land on a page filled with what was essentially nonsense surrounding her search term, and she wouldn't think much about it as long as she could find how to order them. Because shoppers and search engines alike have gotten more discerning, businesses need to fill their landing pages with useful, relevant content.
The content should be concise and informative. There's no need for six paragraphs on the history of red balloons, but companies should spend some time either crafting relevant information on their store of red balloons or hiring someone to do it for them. Aside from buying online, shoppers now want to get a little something extra for their effort, and valuable content satisfies this need.
On-the-Go Interruptions
Some businesses create beautiful and relevant landing pages full of appropriate information and pleasing graphics. And then someone tries to load this beautiful page on his smartphone, and all is lost in translation. A high percentage of online shopping and searching now happens in the palms of people's hands, which means that a company's landing page needs to be mobile-ready in addition to desktop-friendly.
There are very few things more frustrating than trying to read a full-scale website on a tiny screen, and people will bail fairly quickly if they can't read the site they've landed on. Companies should ensure that the mobile versions of their landing pages are as clear and concise as the full version and that the layout on the mobile site is equally user-friendly. This ensures that people find the products they need efficiently without having to scroll around aimlessly.
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