The Seven Deadly Sins of Landing Page Design

I have summarized an excellent Google video on the pitfalls one can encounter when designing a website landing page: 1) Unclear call to action

• Make it obvious what they need to do next
• Have a compelling call to action
• Place offer above the fold

2) Too Many Choices

• Get them closer to the goal using visual cues
• Do not give too many details early

3) Asking for Too Much Info

• Do not have extra long forms
• Do not ask for too much personal data
• Get the basic info - collect additional data later
• Shorten labels and unclutter forms

4) Too Much Text

• People do not read on the web!
• Shorten, use clear headlines and headings
• Create an inverted pyramid (sales funnel)
• Use short bullets

5) Not Keeping Your Promise

• Info is not correct for "upstream" ad promise
• Repeat the content from the ad on the landing page

6)Visual Distractions

• Avoid "visual assault" (love that term)
• Have uncluttered images
• Don't compete with the call to action
• Make it boring (boring rings the cash register)

7)Lack of Trust

• Add testimonials
• Feature trust symbols / badges