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Make your landing page a good calling card for your business. (Yanik Chauvin/iStockphoto/Yanik Chauvin/iStockphoto)
Make your landing page a good calling card for your business. (Yanik Chauvin/iStockphoto/Yanik Chauvin/iStockphoto)

Marketing: website belly flops Add to ...

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.

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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.

 

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