If you’ve got a good pay-per-click ad that’s resulting in clicks from targeted visitors to your landing page, you may think that you’ve got it made and the sales will be coming shortly. However, if you’re like many internet marketers, you may be undoing all the hard work and money spent on your pay-per-click ad if you have an ineffective landing page. Following are some of the most common mistakes found with landing pages, which result in inaction from potential customers.

1. Using the homepage as the landing page

If you’ve written a compelling ad that promotes your product, but the ad takes them to your home page, your potential customer will likely not take the time to navigate through your website’s various pages to find the product you’re promoting. Instead, you must ensure you send visitors to a landing page which is exactly where you want them to be to convert them into a sale or at least get their e-mail address.

2. Your landing page doesn’t convert, because it’s too generic.

Your ad must match the content of the landing page. If you’re selling multiple products then you need a different landing page for each ad and product that you’re marketing. Consider that the potential customer clicked on the link in the ad because they were interested. This is why we call them a “targeted visitor.” Once they’ve landed on your website, your next priority is to ensure that the right information is waiting for them. The easiest way to do this is by setting one goal per page or customizing each landing page.

3. Your landing page is too cluttered

Imagine you’re in your customer’s shoes. Then consider the action you desire them to to take when the arrive at your website. Edit and refine the information on the landing page to reflect that.

4. Your landing pages are not keyword-optimized.

If you’ve devoted a lot of time optimizing your pay-per-click ads, you should do the same with your landing pages. Choose your keywords. For each list of keywords you have, you should have a corresponding pay-per-click ad and landing page. Use your keywords with balance, maintaining a consistent and natural communication flow with your customers. Avoid over-optimization of keywords on the landing page.

5. You’re asking for too much information

Ideally, you want as much information as possible from your potential customer, but you don’t want to scare visitors away by asking for personal information right away. Assume that most people are not comfortable giving their last names to a site with which they are not familiar. If you’re goal is obtaining their e-mail address for future e-mails, keep the information required to a first name and email address. Obviously if the desired action is a purchase, the customer will provide whatever’s necessary to complete the sale. Following are some reasonable goals for landing pages:

• be genuinely helpful, by offering reliable information
• avoid typical sales lingo with a bunch of outrageous claims
• always put the benefits of your product or service ahead its features
• offer realistic solutions to your visitor’s problems
• create the urge to buy
• make it easy to order or to leave contact information

The above are only on a few of the mistakes that many internet marketers make.

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