Can you identify one common mistake you often see in landing page copy, provide an example of it, and suggest how to avoid or rectify this issue?

"Probably the most common mistake I see in landing page copy is the failure to clearly communicate the value proposition and benefits of a product or service. Instead, far too many landing pages focus on features and not enough on explaining how the offering in question solves the user's problem or fulfills their needs. For example, you might see a landing page offering something like, 'Introducing our new smartphone with this feature, this other feature, and that feature!' That's all great, but, what does it DO for your potential customers? To avoid this trap, be sure to emphasize the benefits and value to the user. It should read more like: 'Capture stunning, high-quality photos with our new smartphone's 12-megapixel camera, store all your memories with 128GB of storage, and enjoy a crystal-clear display for an immersive visual experience.' Now we're talking directly to and advocating for the user much more effectively." -- Jonathan W. Crowell, Content Marketer & SEO Strategist

A common issue I see when reviewing landing pages is including your conversion point too low on the page. While it may be important to give visitors some information on your product/service before they convert, hiding your conversion task (whether it’s a purchase button, email sign up, or lead collection) down at the bottom of the page will hinder your conversion rate. I have found the best practice to be to include your conversion above the fold (the area of the landing page that loads without having to scroll down) and then to include another at the bottom of the page if your page is unusually long.

A mistake I see often see on landing pages is a missed opportunity to apply literary devices that the human brain is known to respond to. Things like alliteration, rhyming, and repetition. So, instead of a headline that reads “Healthy meals that are easy to prepare”, you could have so much more impact with “Real meals, real fast.” It seems small, but these small tricks make your copy land better and easier to remember!

A common mistake that I see on landing pages is a lack of strong and specific testimonials that prove any transformation. Participants gushing over how the program creator made them feel or how "fun" the program was are red flags. This screams a free beta experience. To combat this, program launch creators should focus on delivering the transformation promised, and then share testimonies that denote how the program helped participants to achieve their goals. Steve Jobs said people don't know what they want until you show it to them. Well, life-changing products and services prove this with avalanches of specific and compelling testimonials. Landing pages with specific and strong testimonials win. Every time.

I'd say the biggest problem I see with landing page copy as a whole tends to be less grammatical in nature, but more about length. There's a healthy balance when it comes to a great landing page, where it's brief but has plenty of information to go off of. Remember that the average person starts losing attention after about fifteen words or ten seconds. Start with a strong hook to keep them engaged, then quickly give them the information they need to interact with your product. Too little information, and they're likely to click away. Too much information, and they're likely to lose interest.

Stuffing “near me” keywords into content. While Google has prioritized delivering local content as those searches have exploded in popularity, using a keyword string that ends with “near me” isn’t an effective use of your efforts. Google figures out your location based on your Google Business Profile and other geographic indicators, like the location mentioned on your landing page. “Near me” is a cheap tactic that ventures into black hat territory and makes your landing page copy sound awkward. Stay away from “near me” keywords, or stuffing any other keywords into your content that don’t naturally fit it!

Lack of Targeted Keywords A common pitfall in landing page copy is the lack of targeted keywords. SEO isn't just for blogs; it's vital for landing pages too. For instance, a landing page for eco-friendly water bottles might focus on aesthetics and durability but omit key search terms like 'reusable water bottles' or 'eco-friendly water bottle.' This oversight can significantly reduce the page's visibility in search engine results. To remedy this, conduct keyword research to find terms your audience uses when searching for your products or services. Integrate these keywords naturally into your headlines, subheadings, and body copy to boost SEO and drive targeted traffic to your page.

One thing I see frequently, especially on SaaS landing pages, is user testimonials that look like they could be fake. For example, all of the reviewers' titles are something generic like "Paul L., Senior Executive, Major Online Retailer." Instead of lending credibility to your company, this can have the opposite of the intended effect and make your prospects suspect they've landed on a scammy site – after all, nowadays it's easy for anyone to generate a fake headshot using AI. To avoid this landing page mistake, companies should provide proof that their reviewers are real people. One way I've seen companies do this well is by linking back to the Twitter or LinkedIn profiles of their reviewers, or even embedding reviewer tweets directly into the landing page. If you're a local business, there are also Google review plugins available that let you showcase your real Google reviews on your website.

Too. Many. Calls. To. Action. I’ve been noticing more and more companies lately are prompting visitors with two or more calls-to-action. Big mistake! The people who’ve clicked on your ad—and may very well have zero familiarity with your brand—are now trying to navigate multiple prompts. It’s confusing. Let’s look at Zoho Books, for demonstration purposes (https://www.zoho.com/us/books/). I found their website after Googling “accounting software,” but I’ve never heard of them before. Upon visiting their landing page (via their ad), I was prompted to start my 14-day trial, explore a demo account, register for a free webinar, join their email list, or engage with one of TWO chat bots in the lower right corner. Yikes. A better solution? A/B test the different calls-to-action you’d like to see customers take. Build out two versions of your landing page, and keep all factors identical EXCEPT for the call-to-action. Then, direct half of your visitors to one version, and half to the other.

A mistake that I notice appearing all too often is overcomplication – pages cluttered with industry jargon and complex phrases that muddle the message. For instance, instead of simply stating, "Our software makes your accounting tasks easier," some might be needlessly complex, saying, "Revolutionize your fiscal responsibilities with our innovative, technologically-advanced software solution." To fix this, focus on clarity and simplicity. Your product or service's value should be immediately clear to any visitor. Especially those without specific knowledge of your industry. So, try to communicate your main value proposition in a way that anyone can understand. Write as if you're explaining the product to a friend or family member. Keeping it simple and straightforward makes the message more potent. And accessible to a larger audience.

Despite best practices for landing page development, many still lack visuals to engage readers. Given that most visitors scan rather than read in-depth, headlines and visuals should effectively convey the message. Consider using a monthly subscription design service to secure a skilled designer without the hassle of recruitment.

As a copywriter it pains me to say this, but people often put too much text on their landing pages. I worked on a project where we split-tested different amounts of copy before an enquiry form. Ultimately, a short, punchy paragraph delivered the best conversion rate. You've got to remember that the click that brings traffic to your page represents a significant amount of intent. People have their own narrative and reason for clicking - and too much copy can break the flow of that intent or dampen people's desire. You've understandably got a lot to say about your business or proposition - but now's not the time. Don't try to reinforce an end-to-end strategy on a landing page - this page is just about taking the ball that last few yards.

One mistake I repeatedly encounter in landing page copies is vagueness and missing user needs. For instance, one landing page was like this: Our software can help improve your productivity. It is not exact, as it does not show how the user will benefit from the software. It is important to be specific with solutions to achieve this. The copy should rather be: Gain a 30% increase in productivity through our software by automating recurring duties. It shows a difficulty point and offers users a benefit. An effective landing page specifies the solution, how it benefits users, and how it resolves their problems. It’s not just informing them what you sell but focusing on specific problems and solutions.

The biggest mistake we see with landing page copy is inconsistency with content. For example, visuals that are not cohesive or inconsistency across voice, tone or style can be detrimental to your sales. This type of major content error confuses customers, oftentimes losing them entirely. Whatever you do with your landing page copy, make sure that everything is consistent and cohesive with each other, and that all content looks like it belongs on the same landing page.

Landing pages can get jammed with information without focusing on the reader's POV. Healthcare is a big topic, but their landing pages often "hurry" the info to ensure a reader won't "jump off". Example: https://uicookies.com/wp-content/uploads/2020/07/Healthcare.jpg Suggestion: Give some "breathing room" on the landing page so the reader can digest information and find the closest solution without having to hunt around. Consider photography as well: People in OR scrubs or someone smiling with folded arms and a stethoscope?

The layout and efficiency of landing pages can make or break your conversion rates, and one mistake I see far too often on landing pages is overcrowding, which is a visual turn-off. Visual content is important in helping your brain process information at a quicker pace. However, this becomes irrelevant if your landing pages are crammed with visuals that serve little to no purpose. If a potential customer comes to your site and experiences immediate sensory overload, they will leave just as quickly as they came. When you're creating a landing page, start with a minimalist mindset. Only add what you think is essential to this landing page, and then lightly dress it up with a cohesive color theme after you’ve included the information. Make it match, make it eye-catching without being overwhelming, and make it informative; these visuals should play an integral part in getting what you have to offer on your site into the hearts and minds of your potential customers.

Copy ibeing too feature-focused rather than highlighting benefits. For example, stating "Our software has a multi-tiered hierarchical structure" is feature-focused and doesn't convey the direct benefit to the user. To rectify this, translate features into benefits. A benefit-focused revision could be: "Organize your team's workflow more efficiently with our software's intuitive structure, designed to mirror your company's hierarchy, saving you time and reducing complexity."

Not keeping it simple: When writing for a landing page, remember that visitors seek quick information and dislike overwhelming text. One common mistake is using complicated language or excessive technical terms. For example, instead of saying "Our innovative product utilizes cutting-edge technology", it may be more effective to simply state "Our product is advanced and efficient". To avoid this problem, use simple language and plain terms that everyone can understand. Break up large sections of text into smaller, easier-to-read sections with clear headings and bullet points. This makes it easier for visitors to skim the page and find the information they need. Overall, keeping the language simple and concise can help improve the effectiveness of landing page copy by making it more accessible and engaging for visitors.

The lack of a strong and targeted call to action (CTA) is a typical error in landing page copy. A landing page advertising a subscription service, for instance, can feature an ambiguous call to action, such as "Learn More." Fix this by using an obvious and alluring CTA, such as "Start Your 30-Day Free Trial." The CTA should make the value obvious and direct users to the appropriate course of action. Make sure your call to action (CTA) motivates users to complete the desired action, such as downloading, joining up, or making a purchase, by avoiding any ambiguity.

An issue I regularly spot is drowning the message in technical details. It's like a salesman saying: "Our patented, dual-layer, moisture-wicking, and ergonomic cushioning technology" when they could instead simply just say: "Our cushion keeps you comfortable and dry." When we’re immersed in our industry's jargon, it’s easy to fall into the trap of forgetting the end-user may not share our particular vocabulary and knowledge. Impactful landing page copy needs clarity. Always align the content with the reader's perspective. Will they instantly grasp your unique value proposition? If not, it's time to revise it. A good practice is to run the copy by someone far outside your industry. If they get it, you're on track. If not, you’ll need to simplify it further. Your landing page's goal is to communicate efficiently to a wide audience, not to showcase esoteric gate-kept knowledge.