A landing page has one job: turn a visitor into a lead or a customer. Yet most pages leak conversions through a handful of avoidable mistakes. Here are the seven we see most often.
1. The headline doesn’t match the ad
If someone clicks an ad about “same-day delivery” and lands on a generic homepage, they bounce. The message must carry through from click to page without a jarring gap.
2. Too many calls to action
Every additional option dilutes the one action you want. A focused landing page has a single, repeated call to action — not a navigation bar inviting people to wander off.
3. Asking for too much, too soon
A ten-field form for a simple newsletter signup is a conversion killer. Ask only for what you genuinely need at this stage; you can learn more later.
4. Burying the value
Visitors decide in seconds whether to stay. If the core benefit is hidden below the fold or wrapped in jargon, they leave before they understand what you offer.
5. No social proof
Testimonials, logos, review counts, and case studies reduce the perceived risk of acting. A page with zero proof asks visitors to trust you on faith alone.
6. Slow load times
Each extra second of load time measurably drops conversions. Compress images, trim scripts, and test on a mid-range phone, not just your fast office connection.
7. Not testing anything
Your first version is a hypothesis, not the answer. Pages that are never tested never improve. Run a simple A/B test on your headline or call to action and let data settle the debate.