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

Recently 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.

• 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.

• 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!

• 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 the owner of this blog as well as Brand and Community Manager at Internet Marketing Ninjas and Founder of MyBlogGuest, MyBlogU and ViralContentBee.com

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