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Mike Lieberman, CEO and Chief Revenue ScientistFri, Nov 21, 2014 4 min read

Landing Page Blunders Killing Your Inbound Marketing Efforts

463334181Landing pages often take a backseat to the content they are pushing. You’re focused on the main piece of the conversion puzzle ­and not the little pieces that bring it all together. Landing pages have a huge impact on your inbound marketing program when you’re trying to drive website traffic, and it’s likely there are some big mistakes you’re making.

You Provide Too Many Options

Navigation bars are a staple of your site. And, that’s the way it should be, with one exception: your landing pages. There’s a big difference between the role your landing pages play versus the role your home page plays.  ­When a client or potential client lands on one of your landing pages, you’re driving them to a specific action, whether it’s downloading an offer or subscribing to your blog. So, leave off the navigation bar next time. This is a simple fix. When you don’t provide your visitors with any additional options, they’re pushed to the action the landing page was built for.

Right now, you’re probably asking yourself, “What if the user wants to browse the site?” That’s great, and they most likely do, but the landing page serves the purpose of driving specific action. Perhaps when the action is complete, redirect the user to the home page or a thank-you page, so they have a chance to peruse the website once your landing page has served its purpose.

You Don’t Preview The Content

You would never buy a pair of shoes without trying them on and seeing how they fit. And, it’s not likely you would buy a book without reading the description. So, be open with your inbound marketing content on your landing pages. While you don’t want to give away too much before you obtain prospects’ contact info, you should offer a sneak preview of what they’re getting when they do provide their information. There are two ways to do this. The first way is to include a small screenshot of the content. This works well for infographics, templates and checklists. Another option is to include the first few paragraphs of the content with a CTA button at the bottom. If your landing page is engaging and intriguing to the visitor, you’ll start to see an increase in conversion rates.

You Forget SEO

You’re optimizing your blog. You’re optimizing your website content. But you can’t forget to search-engine optimize your landing pages. This is a huge oversight in successful website strategy. You need these pages to show up at the top of Google searches in order to increase website traffic. Use key phrases you know your clients are looking for. SEO doesn’t stop at your blog. Landing pages are solving problems with content, so make them easy to find.

You Aren’t Being Polite

One of the most important actions you need to take after someone downloads your inbound marketing content is to thank them. Although this seems like an inconsequential step in the process, thanking your visitors is important to the development of your relationships with potential customers. It also gives you a chance to suggest other pieces of related content, your contact page or your blog.

Your landing pages aren’t just another element to check off your list when you post content. They’re an imperative piece of the conversion puzzle.

Start Today Tip: Fixing your existing landing pages is an effective way to garner new inbound marketing leads. If you feature content on your website with live landing pages, go back and see what you should improve. There is always room for a rework – whether in the addition of some keywords, the removal of unessential options or the inclusion of a thank you page – so scan your landing pages and make improvements today.                                         

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.