5 Landing Page Mistakes That Kill Your Conversions
You are driving traffic to your landing page but nobody converts. Chances are you are making one of these five common mistakes.
<p>You have an ad running, you are getting clicks, but nobody fills out the form. Frustrating. The problem often lies not in your ad but in your landing page. After analyzing hundreds of landing pages, we see the same mistakes recurring. Here are the five biggest killers — and how to fix them.</p>
<h2>Mistake 1: Too many distractions on the page</h2>
<p>A landing page is not a homepage. Yet we regularly see landing pages with a full navigation menu, links to blog articles, social media buttons, and a footer full of links. Every link that does not lead to your form is an escape route for your visitor.</p>
<p>The solution: remove all navigation. One page, one goal, one action. Your visitor can fill out the form or leave the page. There are no more options. This may feel limiting, but it dramatically increases your conversion. Research from Unbounce shows that removing navigation increases conversion by an average of 28%.</p>
<h2>Mistake 2: The headline does not match the ad</h2>
<p>Imagine someone clicks on an ad that says "Free SEO scan for your website" and lands on a page with the headline "Welcome to our marketing agency". That mismatch causes confusion and distrust. The visitor thinks they have landed in the wrong place and clicks away.</p>
<p>The solution: your landing page headline should literally repeat the promise from your ad. If your ad promises "Free SEO scan", the headline on your landing page should be "Get your free SEO scan". This is called message match, and it is one of the easiest ways to increase your conversion.</p>
<h2>Mistake 3: The form asks for too much information</h2>
<p>Name, email, phone, company name, job title, number of employees, budget, message — we are exaggerating, but not by much. Every extra field in your form lowers your conversion by an average of 4%. A form with ten fields converts up to 60% worse than a form with three fields.</p>
<p>The solution: only ask for what you truly need for the next step. For an e-book download, an email address is sufficient. For a quote request, name, email, and a short message are enough. You can ask for the rest later in a personal conversation or via a follow-up email.</p>
<h2>Mistake 4: No clear value proposition</h2>
<p>Your visitors need to understand within five seconds what you offer and why it is valuable. "We help businesses grow" is too vague. "We double your online leads within 90 days or your money back" is specific, measurable, and includes a guarantee.</p>
<p>The solution: formulate your value proposition as a concrete promise. Mention specific results, timeframes, or guarantees. Use social proof to support your claim: testimonials, numbers, or logos of well-known clients.</p>
<h2>Mistake 5: The CTA is weak or unclear</h2>
<p>"Submit" or "Send" on your CTA button is a missed opportunity. Your CTA is the single most important element on your landing page — it is the moment the visitor decides to convert or not.</p>
<p>The solution: use active, value-driven copy. "Download my free checklist" instead of "Submit". "Start my free trial" instead of "Sign up". The button should communicate what the visitor gets, not what they have to do. Make the button large, use a contrasting color, and place it above the fold so it is visible without scrolling.</p>