Too often visitors arrive at your website’s landing page after clicking on an online ad or e-mail, and quickly take off again. On MPDailyFix.com, writer Veronica Maria Jarski offers five reasons for this failure to capture those visitors:
The page doesn’t look like the ad’s call to action or theme: When visitors land on your page, they should feel an immediate connection between the ad or link that drew their attention, and where they wound up.
Your call to action is unclear: People are in a hurry and you need to communicate very clearly what you want them to do.
You’re showing off in smarty-pants language: You are brandishing your credentials, or talking in corporate-speak about your strategy and mission, rather than communicating in human terms, using simple language.
Your main point is buried: There is too much text to wade through, some of it sounding like a dissertation by a 19th-century professor rather than being written in crisp, focused sentences.
You’re rushing to the goodnight kiss: Your landing page pushes the viewer with excessive demands, unclear goals, and a hunger for the reward at the end of it all. “Make sure you’re not demanding everything as soon as the person arrives at your landing page,” Ms. Jarski warns.