The Top 10 Landing Page Mistakes You’re Making in 2024

An effective landing page can be the difference between a potential customer and a missed opportunity.

That’s why you want to make sure your website load speed is optimal, your page templates are mobile-friendly, your content is proofread and you're operating on a secure connection.

Today we’ll be discussing the 10 most common landing page mistakes that will kill your revenue.

What makes a bad landing page?

The clearest sign of a bad landing page is the inability to connect with its target audience. That may include anything from diverging from brand guidelines, overwhelming the audience with your content or a poor visual hierarchy that confuses visitors.

Poor performing landing pages fail to engage visitors and move them along the customer journey. Now, let’s dive into the 10 most common landing page mistakes and what you can do to fix it.

Mistake #1: Not Linking Features to Benefits

One of the most common pitfalls in landing page design is showcasing your product's features without tying them back to their benefits for the user. It's great to boast about the advanced technology or innovative design your product offers, but what does that mean for your customer?

A feature, no matter how cool, loses its impact if the user can’t see its value. Your visitors are looking for solutions, not just specifications. So make sure you explain how your product features will make the user’s life easier. The key is to connect the dots and make the benefits crystal clear.

For instance, if your software offers a 'one-click report generation' feature, don't just leave it at that. Explain how it saves time and simplifies their workflow. Otherwise, it might not resonate with them.

Mistake #2: Overwhelming Content

Also known as the ‘endless scroll syndrome’, overwhelming your visitors with too much content is the quickest way to lose their interest. Your landing page should be like a well-prepared elevator pitch: concise, engaging and to the point. 

Every piece of content, from text to images, should serve a purpose. Rather than bombarding your audience with paragraphs of text, focus on the essentials. Break down your content into digestible sections, use bullet points where possible and add visuals to convey information more effectively.

This approach not only enhances readability but also keeps your visitors engaged and moving smoothly towards your call to action.

Mistake #3: Inconsistent Brand Identity

Consistency is key in creating a trustworthy and memorable brand identity. An inconsistent landing page, with a hodgepodge of colors, fonts, and visuals, can be disorienting and dilute your brand message. Your landing page should be an extension of your brand's identity.

Stick to a consistent color scheme and typography that aligns with your overall branding. This creates a cohesive experience for your visitors and strengthens your brand recall.

Moreover, consistent branding goes beyond mere aesthetics. An effective brand identity allows you to build trust with your audience and form a long-term relationship with prospects.

Learn how to build a strong SaaS brand identity.

Mistake #4: Lack of Clear CTAs (Call to Actions)

The purpose of a landing page is not just to inform but also to initiate action. So if your visitors struggle to find a way to contact you, they are likely to leave without engaging further. Avoid this pitfall by providing clear, easily accessible and commitment-free methods for contacting your company.

Whether it’s a simple contact form, a direct email link or a chat option, make sure your contact details are visible without too much scrolling. This ease of communication is crucial for the user experience and increases the chances of converting visitors into leads.

Mistake #5: Unnecessary Form Fields

Long, complicated forms can be daunting. When it comes to contact or sign-up forms on your landing page, less is more. Ask only for essential information – usually a name and email address. Each additional field decreases the form’s completion rate.

By reducing friction and making the process as straightforward as possible, you increase the likelihood of capturing leads now. Remember, you can always gather more information later in the customer journey.

Mistake #6: Absence of Social Trust Elements

Social proof is crucial for your business. Without elements like testimonials, customer logos or Trustpilot reviews, your landing page may lack the credibility needed to convert. These elements are like endorsements that reassure new visitors of your product’s value and purpose.

Including a few logos of well-known clients and positive testimonials that contribute to your narrative can significantly boost trust and encourage conversions. Ensure these elements are authentic and relevant to your audience to maximize their impact.

Mistake #7: Poor Visual Hierarchy

The way you organize and prioritize information on your landing page has a great impact on the user experience. A poor visual hierarchy can lead to a cluttered and confusing page, where the most important information gets lost in the noise. To avoid this, establish a clear hierarchy that guides the visitor’s eye through the content.

Use size, color and contrast to highlight key elements like headlines, calls to action and essential benefits. Well-structured content not only looks more appealing but also makes it easier for visitors to process information and make decisions.

Mistake #8: Competing Calls to Action

Having too many calls to action (CTAs) on your landing page can create confusion and indecision in your visitors. It's like giving someone too many choices and leaving them unable to decide.

To avoid overwhelming your audience, focus on one primary CTA that aligns with your main objective, whether it's signing up, booking a demo or downloading a resource. If you must include secondary CTAs, make sure they are visually less prominent and do not compete with your main action.

Mistake #9: Narrow Audience Focus

While it's important to address specific customer needs, focusing too narrowly on certain use cases or industries can alienate other potential customers. The issue here is if visitors don't see themselves reflected in your landing page content, they might assume your product isn't for them. And that’s the quickest way to lose a potential lead.

To counter this, present your product's benefits and features in a way that speaks to a broad audience early on the page. Then consider creating more targeted landing pages for specific personas, industries or solutions that cater to diverse segments without diluting your main message on the core landing page.

Mistake #10: Undefined Success Metrics

Without clear success metrics, it's challenging to measure the effectiveness of your landing page. That’s why you should always define what success looks like before you start building your landing page.

Is it the number of waitlist sign-ups, demo requests or app downloads that matters most to your business? Once you have a clear KPI, you can make informed decisions to optimize your landing page. Use A/B testing to experiment with different layouts, messaging or CTAs, and analyze how these changes impact your success metrics. 

This data-driven approach ensures you improve your landing page’s effectiveness over time.

What is not recommended for landing pages?

An effective landing page is critical to your digital success. Improve your landing page performance by avoiding these 10 common mistakes.

1. Don't: Prioritize Features Over Benefits
2. Don't: Bombard Visitors with Overwhelming Content
3. Don't: Neglect Consistent Brand Identity
4. Don't: Make Contact Methods Hard to Find
5. Don't: Overcomplicate Forms with Unnecessary Fields
6. Don't: Exclude Social Trust Elements
7. Don't: Disregard Visual Hierarchy
8. Don't: Overload with Competing Calls to Action
9. Don't: Limit Your Focus to a Narrow Audience
10. Don't: Operate Without Defined Success Metrics

Keep these common pitfalls in mind next time you create a new landing page.

Now that you're aware of the most common pitfalls, are there areas you can improve? Reach out to our team to discuss your new landing page or design project.