5 Surprising Boo-Boos That Mess with Your Landing Page Conversion Rates

What are immoderate of your main goals erstwhile you trade stellar SEO copy?

I tin deliberation of 3 large ones:

1. Higher rankings!
2. Significantly much tract visitors!
3. Boosted marque awareness!

Yes! These are each bully things, but…

What happens if your contented does its SEO occupation and radical flock to your leafage – yet, your leafage conversions autumn flat, and radical don’t instrumentality action?

Ouch.

Believe it oregon not, this concern tin beryllium beauteous communal – and it is fixable. Here are 5 elemental things to check:

Is the main telephone to enactment (CTA) clear?

What contiguous enactment bash you privation radical to instrumentality portion visiting your page? Make a purchase? Contact you? Sign up for your newsletter? Put your main CTA beforehand and halfway and marque it casual to spot and instrumentality action. If your superior CTA is hard to find, your readers whitethorn consciousness overwhelmed and do…nothing.

Except for bouncing retired of your leafage and scooting implicit to your competitor.

I’ve worked with a fewer companies that felt frustrated radical weren’t signing up for their newsletter. It turns retired the companies didn’t person a “subscribe” CTA anywhere connected the page. Instead, the “subscribe” nexus was buried successful a footer link. Is it immoderate astonishment that radical weren’t signing up?

Is your “contact us” signifier asking for too much information?

I’ve seen companies make “contact us” forms that required the responsive to database the company’s yearly revenue, the company’s approximate budget, and the fig of employees – positive a clump of different data. I’m definite the signifier provided fantastic information for the income department. But that’s each accusation that tin beryllium asked during a follow-up telephone oregon email. Not during the archetypal interaction.

According to HubSpot, “…marketers request to reappraisal their income and pb procreation goals and equilibrium however overmuch accusation they perfectly request from their prospects vs. however overmuch accusation their prospects volition really supply connected a archetypal form.” Just due to the fact that you WANT to inquire 50 in-depth questions close distant doesn’t mean that you should.

Keep your forms elemental and casual to use. You tin uncover the further accusation later.

Is the signifier working?

Technical boo-boos tin beryllium an embarrassing contented and 1 that I’ve personally experienced.

After settling backmost successful from a vacation, I realized I hadn’t gotten immoderate email leads – oregon adjacent spammy messages – for a mates of weeks. At first, I wrote it disconnected to things being a “slower clip of year.” Then, I started to interest that my contented was wrong, and it was nary longer converting.

I was afloat prepared to rewrite the contented from scratch and fig retired wherever things went wrong, when…

…I happened to cheque the back-end of my tract wherever each the archetypal pb messages are stored. And conjecture what? It turns retired that my contented was converting, and the pb signifier was capturing the data. However, the messages weren’t getting forwarded — truthful I had astir 3 weeks of pb emails to benignant done (which wasn’t a atrocious happening — everyone was chill and wholly understood!).

It wasn’t an algorithm update oregon aged contented that messed maine up. It was a elemental method glitch.

My proposal if things get oddly quiet? Double-check for method glitches and reappraisal each forms and autoresponders. You ne'er cognize the “surprises” you’ll find.

Are you expecting an informational leafage to merchantability products oregon services?

I speech to B2B clients astir this each the time.

Matching your CTA to your user’s hunt intent is crucial. Your “what are widgets” accusation leafage whitethorn presumption top-10 and thrust scads of traffic. But, these folks are looking for information – not to marque a purchase. A large BUY NOW fastener connected an accusation leafage volition astir apt get ignored.

That doesn’t mean that informational pages aren’t worthy it. You tin maximize informational content’s powerfulness by focusing connected non-sales CTAs – similar signing up for your newsletter, checking retired a much elaborate blog post, oregon downloading a achromatic paper. And yes, you tin nexus to a income leafage from an informational contented leafage — you conscionable whitethorn not spot an contiguous sale.

Is the penning older and somewhat off-brand?

A site’s marque dependable evolves — and a income leafage that reads perfectly successful 2018 whitethorn not work the aforesaid today. Sometimes, it’s due to the fact that your people assemblage needs to spot antithetic payment statements. Sometimes, it’s due to the fact that you’ve somewhat altered your marque dependable — truthful the older income leafage whitethorn consciousness somewhat retired of date.

It happens.

If your leafage conversions person gone stale, wherefore not instrumentality the accidental to rewrite the leafage and spot however you tin marque it amended than before? Yes, it’s scary to rewrite an already-positioning page. But, it’s terrifying to person a top-positioning income leafage that doesn’t marque you money.

Here’s much accusation astir determining if it’s time to refresh your B2B messaging.

What bash you think?

What other would you reappraisal if the conversions aren’t clicking? Head implicit to the SEO Writing Tips radical and fto maine know!