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4 5 Landing Page Mistakes That Erode Trust

Thursday is guest post day here at Duct Tape Marketing and today’s guest is from Kristen Gramigna  – Enjoy!

The 5 Content Mistakes That Make You Seem UntrustworthyWhen someone clicks an online ad or banner, he or she usually comes to a customized landing page — a webpage specially designed to move him or her to action. But the way things are said on that landing page — i.e., the content that is used — can make all the difference between whether a visitor becomes a customer or whether he or she clicks away. Have you thought about some of the most common content mistakes that can harm credibility and, by extension, results?

Below are a few easy mistakes copywriters can fall into, without even realizing it, when crafting content for landing pages:

  1. Keywords, Keywords, Keywords: Sure, keywords are important for online content, but they are never more important than creating content that makes sense. When your writing is so hyper-stuffed with keywords that your readers get lost, you’re making a classic content mistake. Instead, to make your content powerful, stop stuffing keywords haphazardly and focus on writing content that is legitimately useful and valuable. Keep in mind that a well-written landing page should include keywords in a way that isn’t obvious. Ask yourself: Will it be obvious to my readers what keywords I’m pushing here? If so, you need to rework the page.
  2. Not Delivering: It’s popular nowadays to write headlines to be clickable and easy to notice — but even if your content gets a lot of hits, those hits mean nothing if readers are frustrated once they arrive. Just as important as getting visitors to your landing page is keeping them there. That’s why your content must deliver on what your headline promises. Ask yourself: Is my landing page appropriate for my headline? Are visitors getting what I’m promising when they click over to the site? If not, rework your content.
  3. Writing to the Wrong Level of Consumer: A good tip to keep in mind with all copywriting is that good content is targeted content. If you’re writing a basic cake recipe for beginner home cooks, you’re on the right track. If you’re writing a basic cake recipe for master chefs with culinary degrees, you’re not. Likewise, a lot of companies make the mistake of writing to the wrong level of consumer, whether that means beginners (when they should be writing to intermediate) or intermediate (when they should be writing to beginners). Ask yourself: Who is my audience? Who am I targeting? Then, make sure your content lines up with those answers.
  4. Me, Me, Me: Your landing pages is not about you; it’s about your prospective customer. Rather than waxing eloquent about your company and its history and its products, tell the reader what you offer him or her. Ask yourself: Why should my readers care about this? Then find a way to focus on what’s in it for them.
  5. Treating Content Like Ad Space: Advertising might drive readers to your landing page, but it won’t keep them there. Your landing page is not a place to be flashy and salesy; it’s a place to show the reader why they want what you offer. Ask yourself: Does my landing page sound like an advertisement? If so, rewrite it.

Your Thoughts

After going through the above list, what do you think? Are your landing pages helpful and relevant, or are they keyword-stuffed and dull? Do you speak to the reader’s desires, or are you just talking about yourself? Think about your landing pages strategically, and you’ll see better conversion rates over time.

If you liked this post, check out our Small Business Guide to Website Design.

Kristen GramignaKristen Gramigna is Chief Marketing Officer for BluePay, a credit card processing firm, and also serves on its Board of Directors. She has more than 15 years of experience in in direct sales, sales management, and marketing.

 

 

28 Ideal Visitor Optimization Is the New Website Design

I am going through the process of reconfiguring my website. Note that I did not say redesign. While there will be an incredible design element provided by the fine folks at Studio Press and Copyblogger Media, my real focus is on configuration around something I’m going to call “Ideal Visitor Optimized Goals.”

Before I explain what it is I think I mean by that, let me talk about the past.

qf8 via Flickr CC

Like many marketers over the last decade or so, a great deal of my web strategy has revolved around producing content that draws links and eventually eyeballs. While that strategy has been effective by many measures, such as traffic, page rank and authority, it falls short in today’s information overloaded landscape.

The website of today and moving forward must begin with conversion in mind. But, first you must expand your view of conversion. Conversion doesn’t have to mean a sale or lead capture, conversion is simply the act of intentionally leading a visitor through your content in a way that allows them to get exactly what they need.

A conversion mindset makes it obvious at every turn what you want me the visitor to do next.

To be the most effective, web content must start with that goal rather than measure and track from an existing predefined framework.

The most important design and configuration focus must be on key visitor actions – What is it you want a visitor to do from every vantage point? What must they get from their visit in order to move to the next step? What constitutes a successful visit? How can you site build trust? How can your site collaborate with a visitor to perform the initial functions of a sales funnel?

These are the new fundamental design and configuration questions that have to be addressed at a strategic mapping kind of level in order to create the most useful visitor experience.

The framework isn’t a revolutionary idea; it simply needs to be used in a way that informs every element.

  • Who is the ideal visitor you’re configuring for?
  • What are their needs, wants and problems?
  • What is the core message of difference that attracts?
  • What keywords, topics and chapters of content need to be included?
  • What are the 2-3 ideal visitor actions that are desired?
  • What is the conversion path that must be walked and measured?

From this framework you can begin to set goals for meaningful interactions and from there you start the real work of building your Ideal Visitor Optimized Goals.

Ideal Visitor Optimized Goals are a set of goals for specific actions that can be measured using the expanded goals function in Google Analytics and optimized using the new Content Experiments function of Google Analytics that recently replaced Google Website Optimizer.

There can be side trips and branches to every path, but everything must serve the purpose of personalizing and optimizing the visitor experience and everything must be measured in order to do that.

Starting from your 2-3 ideal visitor actions you can create a set of measurable events, such as newsletter subscriptions, video views or social shares and peg these goals to next steps and even assign values to every action. When you add the A/B testing element of Content Experiments, you can also start the continual process of improving goal performance with almost real-time data.

In this framework a conversion is many, many things that are simply milestones leading a visitor to getting exactly what they came for.

If you liked this post, check out our Small Business Guide to Website Design.