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Home / On-Page SEO / 3 Bad Examples of Landing Pages – Will You Buy it?

3 Bad Examples of Landing Pages – Will You Buy it?

Optimize Landing pageRecently I have been browsing around looking for some information on copyright infringement and what astonished me was that all I could find was content based .gov, .edu and wiki pages. Copyright and trademark are hot topics now and I am sure many people searching for them are interested in finding a professional consultant service rather than a question-answer thing.

I did manage to find a few “Copyright Lawyer’s” websites though offering help with copyright infringement remedies and trademark registration. What struck me was that those firms lacked professional design and properly optimized landing pages.

Before I refer to the examples, let me first list important components of the landing page:

  • Use graphics to stress main elements on your page and compose a clear bold headline = catch your visitor’s eye;
  • Try to be brief and keep to the main point = avoid distracting attention;
  • Offer something for free (and make your offer urgent) = get the visitor interested;
  • Stay on topic both in your design and slogans (i.e. use congruent design elements and consistent statements) = keep your potential client interested;
  • Make a clear list of your services = convince your visitor that it is exactly what he was looking for;
  • List key benefits of your service = tell the visitor why you are better than your competitors;
  • Mind your design: use your brand logo and official looking color scheme = look trustworthy;
  • Be personal (e.g. show the “support angel’s” photo or tell the founder’s story) = make friends with your potential customer;
  • Use official-looking graphics (e.g. seals) = avoid FUD (i.e. fear, uncertainty and doubt);
  • Mind your grammar (e.g. use present instead past tense) = avoid misunderstanding;
  • Give your contact info = show you are ready to help;
  • Formulate a clear call-to-action (better several of them in key places) = make sure the visitor will take action.


Landing page

  • Be brief: when you want to list your services, tell people these are “services” (not “Copyright Topics”, not “Copyright Items Our Firm Can Help With”, etc);
  • Choose color scheme which looks official; hey, you are not selling candies here!
  • Show me your testimonials – make me want to believe you!
  • Make your free offer more eye-catching; stress that it’s urgent – use “now” for example.
  • Make each site element meaningful – the most prominent part here lists some terms with no evident prompts what they stand for. Don’t distract your potential customers’ attention.

Landing page

  • Be personal – people will trust a name, and add your founding lawyer’s personal story.
  • List your services in clear, readable format.
  • Add some graphics – there’s nothing to catch my eye at your site!

Landing page

  • Give your contact information on the landing page – don’t make your potential client go to another page to reach you.
  • Navigation menu catches the visitor’s eye, don’t distract his attention. List only key information there.

Further reading: Check this excellent landing page optimization case study by MarketingExperiment.com

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Ann Smarty

I am Ann Smarty, owner of SEOsmarty.com. I've been in the SEO industry for two decades. I am the former Editor-in-Chief of Search Engine Journal and a contributor to Mashable. These days I am running Viral Content Bee and writing for Moz, Buzzsumo, Wix and many others!
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