Most HubSpot landing pages are in need of some serious help!
Unfortunately, landing pages are usually among the most neglected parts of inbound marketing.
It really shouldn’t be that way. For most B2B marketers, a landing page’s primary goal is to generate as many qualified leads as possible.
It’s your opportunity to capture a contact’s information and put it into a nurturing campaign so you can close the sale at some point in the future.
It’s easier to increase your conversion rate than to generate more traffic. In any case you’ll want to make the most of the traffic you’re already getting.
So here are the 12 biggest mistakes we’ve found on HubSpot Landing Pages:
Too much I/We, not enough YOU
People want to know what’s in it for them. Maybe they’ll take an interest in who you are and what you do, but only after they’ve perceived a valuable personal benefit.
Too many landing pages start with something like “We have the best software app in the market…” or “We sell the top rated solution…”.
Try to focus on the “You”. We try to insert “you” or “your” into a benefit-driven headline and subheadline. For example:
Headline: “Get more productivity from your HR staff”
Subheadline: “Are you finding that your HR staff is wasting time on repetitive tasks?”
Writing to many instead of writing to ONE
Marketers tend to forget that it’s 1 person, among many, that will be visiting a landing page. That means that you should be using a conversational tone in your copy that speaks to a singular person that represents a prototypical customer profile.
Building on the previous tip, try to use “you” and “your” in your copy as much as possible. Pretend you’re having a conversation with a real-life person you just met.
Have you ever met someone who’s really passionate about what they do? It’s contagious isn’t it? Really great copyrighting hits the right emotional buttons. If you can do that for one person, chances are that the majority of people visiting your page will have a similar experience.
An unappealing offer
What are the most common offerings on B2B landing pages? White papers, case studies, free demos, and plain-old boring “send us your info and we’ll contact you”. It’s important to offer something of real value that takes them 1 (big) step closer to solving their problems.
Start with the offering. The copy on the page should work towards selling that offering. The trick is to make the offer appealing without revealing too much. That’s where benefit-driven bullets come in.
Don’t just list out some bullet points of what’s in the offering, tease them with how they’ll be better just by reading the whitepaper, case study or demo.
It’s all about creating desire. If you can get them to desire the initial free offering, you’re 1 step closer to having them desire your products and services. And that’s what’s really going to set you apart from your competitors.
Not enough info
There are too many anemic landing pages out there. Not much to look at here, let’s move on 🙂
Too much info
Just the opposite of “thin” landing pages, are pages that are overloaded with content. The trick to effective landing pages is to provide enough information to build a little bit of trust and a desire for more info.
You don’t want to give away so much information that the visitor is able to make a judgement of “yes” or “no” about working with your company.
It’s usually best to give them a basic idea about how to solve their problem and then steer them to your offering for more details about how to actually solve those problems.
The basic premise should be What, Why, and How.
The What identifies the main problem “you” (the prospect) are having.
The Why shows the benefits achieved by solving the main problem and lesser problems associated with the main problem.
The How is the free offering, showing how to solve the problem.
Using stock templates
Do you consider your business to be just like the rest? That’s what you’re saying to your audience by using a stock template designed by someone who has no idea about your business.
Maybe they designed it to appeal to a certain (your) industry. But how many people in your industry are possibly using the same template?
Custom landing page templates have been proven to be much more effective than stock templates because they are created with your business in mind, along with your goals, your colors, and most importantly your customer’s needs.
Deviating from branding guidelines
From a designer’s perspective, it’s easy to spot a landing page using a stock template. The colors, photography, design elements, and fonts usually don’t match the rest of the website.
It’s easier for a designer to spot and rationalize, but to most people it will trigger a subconscious assessment that “something is off here, things are aren’t matching up”. It’ll create a barrier to trust. No one wants to do business with someone (or some website) they don’t trust.
Navigation links to other pages
Massive no-no. If the main goal is to get qualified prospects to provide you their info, then it’s a not a good idea to send them away from your landing page, where the form resides.
You may have forms on those other pages, but if they’re not converting on the initial landing page then it will skew your data and make it more difficult to make actionable decisions regarding the effectiveness of the landing page.
Every landing page is measured to see how it converts on its own. The one exception to excluding navigation is when you have a tested, well performing landing page and want to give the user more options for gathering information. But it’s always a best practice to refrain from using navigation while testing multiple landing pages.
Too many form fields
Tests have routinely proven that conversions drop off with each additional piece of information requested. People just don’t like to fill out forms.
Testing will allow you to find a sweet spot where you’re getting the maximum amount of valuable information while avoiding putting your prospect off.
We like to start off with the least amount of fields. Usually just name and email. We then get a baseline measurement of conversion and test by adding 1 field at a time, like the phone number field. If conversion drops too much, we nix it.
It’s important to note that it might be beneficial to keep an additional form field(s) even if conversion drops slightly. That’s because having that additional info, such as a phone number, can greatly increase meeting or sales rates.
Not redirecting to a “Thank You” page after conversion
Upon submitting a form, HubSpot gives you the option of showing the prospect an inline message on the same page or sending them to another “Thank You” page.
We find that’s it’s best to redirect to a thank you page for 2 reasons. To track conversions and to tell people more about your products and services.
It’s a no-brainer to have a thank you page with the conversion code from Google, Facebook, LinkedIn, etcetera. The conversion pixel fires when the thank you page is opened, after form submission.
But it’s also a great opportunity to keep people on your site. Try adding links to more content so that the prospect can continue their researching and buying journey, on your site, not somewhere else.
No social proof
We all make decisions by evaluating social cues. It’s one of the main mechanisms we subconsciously use to protect ourselves from harm.
This is a powerful method of both building trust and getting the prospect to accept your product/service.
Specific and relatable displays of social proof work best. For instance, we try to use logos and testimonials from businesses in the prospect’s industry whenever possible.
You can optimize this even further by using testimonials from customers that have the same job title as the prospect. We can’t recommend this technique enough. It works wonders!
How can you improve if you don’t test and measure? There’s probably ZERO chance your first version is your best possible version.
We recommend A/B testing several versions to find a suitable winner. After that, most companies will move on to multivariate testing to get even higher conversion rates.
So there you have it, the top 12 mistakes we’ve found on HubSpot Landing Pages.
I’d be glad to answer any questions regarding your HubSpot Landing Pages. Just email me: al (at) useractiv (dot) com and I’ll do my best to get you the answers you’re looking for.
Creative Director, Useractiv
Your HubSpot landing pages are like a 24/7/365 sales team. We can help make them more effective at gathering quality leads and help you keep shining like the marketing rockstar you are! Contact us to get started today >