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The 5 Biggest Mistakes to Avoid on your Landing Page Copy

Having the right words at the right time is always important. Whether it’s in the workplace, on a first date, or on your landing pages; knowing what to say and how to say it is the key to success. Fortunately, the words on a landing page only have one simple objective to achieve: to ensure website visitors find and click a command button.

Having the right words at the right time is always important. Whether it’s in the workplace, on a first date, or on your landing pages; knowing what to say and how to say it is the key to success. Fortunately, the words on a landing page only have one simple objective to achieve: to ensure website visitors find and click a command button.

This is, however, much easier said than done. So you know what to avoid, we’ve got together here a list of the 5 biggest mistakes you should steer well clear of:

1. Boring Headers and Subheaders
Ask any newspaper journalists and they’ll tell you: Spend 50% of your time writing your article and 50% of your time dedicated to your headlines. Think about it – only 2 out of every 10 readers who’ll actually read more than just the headline. If you’re struggling to think of something catchy, just think about why visitors come to your site. What problem do your products or services solve? Whatever it is, make sure it’s meantioned in your headlines.

It almost goes without saying that your landing page copy should follow on logically from the teaser or headline that attracted visitors to your site in the first place.

2. Lack of Direction
This is one deadly mistake to make. With no call-to-action, visitors to your site won’t know what to do or where to click, and it’s unlikely they’ll stick around to find out.
Make sure you have a clear call-to-action on the buttons on your site. Avoid general commands, such as ‘download’ or ‘send’ or ‘buy now’. It’s important your users know what it is you want them to do. Set your call-to-action button wisely in the context of your landing-page-copy so that it’s clear when and why your visitors should click it.

3. Questionable Phrasing
Remember – you’re only as good as the company you keep. And the same is true for your website. Presenting yourself as a trustworthy site with trustworthy associates will only work in your favour. Shady or questionable landing-page copy, however, will only see visitor numbers to your site dropping.

The skill here is in careful, positive wording. Phrasing such as “We respect your privacy“ in your data protection policy is going to be more reassuring than “Don’t worry, we don’t Spam“. Your visitors shouldn’t be given any reason to associate you with spam.

4. Inauthentic Testimonials
Testimonials are important to landing pages, but they’re only useful if they can actually be believed. Positive customer feedback is always great to share, but if all of the testimonials on your page boast about ‘the greatest, most incredible product ever to be seen on the face of the earth ever’, your creditability will take a serious knock.

Make sure the testimonials you include on your website are uniquely authentic. These authentic testimonials should have a clearly identifiable author, not just any Joe Blogg or A. Client.

5. Useless Features
Product-specific landing pages have to show what your product actually does. Make sure any list of features – no matter how incredible they may be – actually sell your product. Don’t just take the list of features the manufacturer has provided. Let’s face it, they probably know more about the product than anyone ever should. What problem does this product solve for your customers? Once you know the answer to this, you have your feature list.

So there you have it, the 5 biggest blunders to avoid on your landing page copy. Getting these pages right is one great way to build customer trust and, consequently, business success.


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