2. Lack of Credibility
No one wants to be the fool who fell for a ruse and had to deal with the consequences. Your visitors may be seeing your company for the first time, and do not know how much trust to place in your information.
Unless you are a major well-known brand, your site needs to convince your visitors that they can trust doing business with you. Effective landing pages provide this validation, providing social proof to back up your company's claims.
Adding any of these simple validation points to your landing page can eliminate this turnoff:
- Industry or media awards (editor's choice, fastest-growing company
- Media coverage (mentions in mainstream press, websites, or blogs)
- Inclusion in industry analyst report
- Endorsements from individuals and associations
- Partnerships with other respected companies
- Studies and surveys (market share, customer satisfaction)
- Client lists and logos
- Case studies
- User testimonials and reviews
3. Bad Writing
The vast majority of Internet users do not read a Web page word by word. They scan it and focus on individual words, phrases or sentences. They are task-oriented and are on your site to get something specific accomplished.
Website visitors detest "marketese." They are used to being assaulted with promotional messages and will tune out most of your attempts to overtly market to them. Marketese requires work on the part of your visitor. It saps their energy and attention, and forces them to spend time separating the content from the fluff. It also results in much longer word counts. You can avoid writing in marketese by following these simple rules:
- Do not use adjectives
- Provide only objective information
- Focus on the needs of your audience
Your editorial tone should be factual, task-oriented, precise and concise. Use as few words as possible to accurately communicate your point, develop clear headings and subheadings, and emphasize bulleted lists instead of paragraphs.
Tim Ash is the author of the bestselling book Landing Page Optimization, and CEO of SiteTuners. A computer scientist and cognitive scientist by education (his PhD studies were in Neural Networks and Artificial Intelligence), Tim has developed an expertise in user-centered design, persuasion and understanding online behavior, and landing page testing. In the mid-1990s he became one of the early pioneers in the discipline of website conversion rate optimization. Over the past 15 years, Tim has helped a number of major US and international brands to develop successful web-based initiatives. Companies like Google, Expedia, Kodak, eHarmony, Facebook, American Express, Canon, Nestle, Symantec, Intuit, AutoDesk and many others have benefitted from Tim's deep understanding and innovative perspective.
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