Clare Moorhouse

5 reasons why your landing pages aren’t working

A landing page serves as an entry point when a visitor clicks on an advert, a search engine listing or a previous web page that persuades visitors to take a specific action.

Landing pages are designed to convert website visitors into leads and leads into customers. They need to be highly visible in search engines, and be engaging enough to keep visitors on your page long enough to entice them to take action. Optimising your landing pages is not as easy as it sounds, and whilst there is no exact formula to creating a perfect landing page – there are some common reasons why your landing pages might not be getting high-converting traffic.

1. They’re targeting everyone (and no-one!)
If you create a landing page that’s for ‘everyone’, the chances are it will end up resonating with no one at all. A landing page should be aimed at one or two individual buyer personas, with an offer that is relevant to their needs. Remember too that you should have different landing pages tailored to the different stages of the customer journey. Always ask:

  • What is my prospect’s need at this stage?
  • Is my content helping in addressing this need?
  • What type of content format will be most helpful at this stage? (email, video, webinar etc.)

Considering these questions will not only dictate the offer, but also the tone and style of the content.

2. Lack of simplicity
Design and layout is a critical factor in how your landing page will perform. If your landing page is too cluttered with too much content and/or images, it will detract from the main message and offer. A clear and simple design will not only improve the aesthetic quality of the landing page, but will also increase conversion rates. Create clear and concise headlines that describe the content, and use simple bullet points to describe the main benefits of the offer.

3. No clear call to action
Every landing page needs to have a clear, visible and compelling call to action. After all, it’s the CTA button that decides the fate of your landing page conversions and therefore your entire campaign.

A visitor spends an average of 3-5 seconds on a landing page and if something doesn’t strike him as relevant or interesting he just moves on. Keep your CTA above the fold and try to use colours to enable your CTA to stand out from the rest of the content.

4. No perceived benefit or value
If visitors do not see any real benefit to them, they aren’t going to part with their details to receive the offer. Understand what challenges and pain points your audience face, and then create a specific offer to address those. Consider adding incentives to your offer that are very action-orientated, and make it clear to visitors exactly what they are getting when they sign up to your offer. For example; ‘Sign up to get 20% off’, ‘Upgrade today so you don’t miss out’, ‘Register to win’.

5. Asking visitors for too much information
Most landing pages use a form to capture conversions. If your form is too long, it may be deterring people from filling it out. Only ask for the information that will help you or your sales team follow up or qualify the lead.

Try running A/B tests to see how much information you can get away with asking without it impacting conversion rates.


Understanding the key elements of a high quality landing page, and making these slight adjustments can make all the difference – and help turn your landing pages into powerful lead generating content for your business.

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