Landing Page Not Converting? Here’s Why.

4 Ways To Improve Your Website’s Performance


The new digital age has invented countless ways you can engage with your target audience, which is incredibly helpful for business owners alike. The landing page is one such item, where, as the name suggests, this is the place where users ‘land’ when they click through a digital ad or a call-to-action button. Landing pages force you to be concise about your offerings as a business—even if you offer a lot of different things. The structure of a landing page should consist of a single call-to-action or a requested form fill, and compelling copy that inspires the user to click.


What Do You Mean “Not Converting”?


If you’re new to the nuances of landing pages, you might not know what a converting or non-converting page consists of. For a page to convert, it needs to drive traffic, convert leads, and have a low bounce rate. If your page isn’t doing this… it’s a non-converting page. Now, when you’re trying to solve the mystery of why your landing page isn’t converting, remember that it takes a deep look into the actual content of your page to find out what the problem really is.


Common landing page content problems include:

  • Too many possible actions for a user to take on a page, making it a very confusing experience.
  • Unclear connection between the offer of your digital ad and the content of your landing page.
  • Page appears untrustworthy or illegitimate.
  • Minimal incentive to click on the call-to-action or an unappealing offer.


Due to the various reasons why your landing page may not be converting, it’s incredibly difficult to pinpoint and implement quick fixes to your website. Don’t be discouraged though, as there is a multitude of things you can focus on and tweak with to improve its performance.


4 Ways To Improve Your Website’s Performance


Look Trustworthy. Trustworthiness is largely a private assumption of the user and visitor. There is no test to ensure that you look trustworthy, and it’s difficult to determine whether or not users do trust you. What you can do is add testimonials from recognized names in news and media or raving reviews from customers as a way to infuse your page with legitimacy. If you don’t have reviews and testimonials to add, your first step is to start gathering some, but secondly just focus on the presentation of your landing page. Typos, images that don’t load, or a shoddy design won’t promote the image you’re trying to evoke!


Evaluate Your Offering. Many landing pages offer a download, a very standard call-to-action, but it’s important to look at how you present your download and what it actually contains. The worst thing you could do is mislead a user on your page, so be sure to set realistic expectations with what you offer. Is the download actually interesting? Would you want to download it yourself?


Decrease Page Load Time. You may not realize it, but large image files or your website host may be slowing down your landing page. First thing’s first: make sure you have a mobile-optimized landing page. Mobile is everything these days. A desktop-optimized page on a mobile format not only looks terrible but isn’t user-friendly at all.


Do Some Spring Cleaning. (Or fall, or winter…) Regardless of the season, you should be crafting clean landing pages.  When designing your page, be sure to give ample white space / negative space to encourage clean, focused movement on your page. Eye-tracking studies show better data intake when there is less dense text and more white space.


Should you have any questions about how to better optimize your landing page, and making your authority bigger and better-known, reach out and contact me today. We’d be happy to help you grow your impact in your field.