Five Errors on Landing Pages That Undermine Trust

When a user clicks on an online ad or banner, they typically land on a customized webpage designed to prompt action. However, the content on that landing page plays a pivotal role in determining whether a visitor converts into a customer or simply navigates away. Have you considered the common content mistakes that can adversely affect credibility and, consequently, results?

Here, we outline some common pitfalls that copywriters can inadvertently stumble into when crafting content for landing pages:

  • number-1

    Keyword Overload

    Keywords are undeniably important for online content, but they should never overshadow the importance of creating coherent content. When your text is so inundated with keywords that readers become lost, you've committed a classic content blunder. To make your content impactful, refrain from haphazardly stuffing keywords and focus on crafting content that is genuinely informative and valuable. A well-written landing page should incorporate keywords seamlessly. Ask yourself: Will my readers easily identify the keywords I'm emphasizing here? If so, consider revising the page.

  • number-2

    Failure to Deliver

    It's a common practice today to create attention-grabbing and clickable headlines. However, even if your content garners numerous clicks, those clicks are meaningless if visitors become frustrated once they arrive. Ensuring that visitors stay on your landing page is just as crucial as attracting them. Therefore, your content must deliver on the promises made in your headline. Ask yourself: Is my landing page aligned with my headline? Do visitors receive what I pledged in the headline? If not, rework your content.

  • number-3

    Mismatched Consumer Level

    An important principle in all copywriting is that effective content is tailored to its target audience. If you're providing a basic cake recipe for novice home cooks, you're on the right track. However, if you're offering a basic cake recipe intended for master chefs with culinary degrees, you're off the mark. Many companies make the error of addressing the wrong consumer level, whether it's targeting beginners when they should be catering to intermediates or vice versa. Ask yourself: Who is my audience? Whom am I addressing? Ensure your content aligns with these answers.

  • number-4

    Self-Centered Approach

    Your landing page is not about you; it's about your potential customer. Rather than expounding on your company's history, products, and achievements, inform the reader about the value you offer. Ask yourself: Why should my readers care about this? Then, reorient your content to highlight what's in it for them.

  • number-5

    Treating Content as Ad Space

    Advertising might draw readers to your landing page, but it won't retain them. Your landing page is not the place for flamboyant sales pitches; it's where you demonstrate to the reader why they need what you provide. Ask yourself: Does my landing page read like an advertisement? If so, consider a rewrite.

By avoiding these common content mistakes, you can create landing pages that instill trust, engage visitors, and guide them toward the desired actions, ultimately leading to more successful marketing campaigns.

Jeff Hecht

Jeff Hecht

Jeff is the Founder and Managing Director of the Aronson Hecht Agency. He grew up in the advertising industry at his father's' agency. He has over 40 years in sales and marketing experience. Jeff brings that experience to every client and every project we work on.