You’ve worked hard to build your landing page and it looks great. But, somehow, you’re not converting leads as you expected.
If you study several landing pages, you’ll notice that some of them don’t inspire you to take action. Worse, you even doubt the credibility of the marketer or owner. Whatever turned you off on that page is a credibility killer.
Landing pages, in general, are effective tools for building your business. According to MarketingSherpa, “landing pages are effective for 94% of B2B and B2C companies.”
In this in-depth article, I want to show you 4 landing page credibility killers that you should eliminate right now:
1. Lack of Social Proof
Credibility is contextual. In other words, what I see as being credible may not mean anything to you. For me personally, copy with a big, bold, red headline seems spammy to me. I won’t click or take any other action. Other people might love it.
Social proof is an integral part of building the kind of credibility that most marketers want. A landing page that lacks social proof may convert fewer leads than one with social proof.
With social proof, you don’t need to explain that your product truly delivers results. It just shows. Of course, there’s nothing new about social proof and its use in landing pages, but how often do you use it?
It’s based on a simple principle: we’re all more likely to do what we observe other people do. This principle relies primarily on numbers – the higher the number, the stronger the proof.
When potential customers don’t see any form of social proof, they’ve just confirmed for themselves that your offer probably isn’t as valuable as you’ve claimed. That’s why integrating social proof into your landing page is crucial.
There’s also such a thing as negative social proof. Negative proof sends a signal or message to your target audience that you’re lazy, dishonest, ineffective or all three. For example, if you have a blog but haven’t updated it in the past 3 months (especially when the dates are displayed), then you’re leaving negative proof – you’re signaling that you’re unreliable.
Other forms of negative social proof that you should remove include:
– Social share counters that show nobody is sharing,
– A Facebook page with no new posts and fewer than 43 fans,
– Testimonials that sound too-good-to-be-true or fake,
– A product that’s too costly – or too cheap,
– Allowing spammy comments to stay in your comments feed.
Remember that social proof comes in different forms. You may not have thousands of social shares like UpWorthy, but you should start with what you already have. Showcase the exact or estimated number of the customers and clients that you currently work with.
Last but not least, you can also use case studies or testimonials to improve the credibility of your offers. People will feel more confident in your product or services, knowing that your offer will help them get results, too.
2. Lack of Security/Social Symbols
Do you want your customers to feel secure? The truth is that if your customers don’t feel secure, they won’t respond to your offers, no matter how helpful you claim your product is.
Security and social symbols that can boost landing page credibility include:
– Quality/money guarantees
– Clear return/refund policies
– Trust marks
An absence of these social symbols and security features on a landing page can actually lower conversions.
You’ve got to add visual clues, such as colors, graphics and background colors, as well as visual seals, to your payment forms. This will instantly increase your copy’s credibility – because they prove security to your prospects & customers.
3. Poor Grammar and Misspelled Words
Your landing page copy doesn’t have to win a Pulitzer Prize award, but it should be structured properly. Good grammar and correct spelling are important for your credibility as a person and business.
Of course, don’t let perfection paralyze you. But, pay attention to your grammar – because you will be judged by what and how you write.
There are customers who will think less of your brand when they repeatedly come across poor grammar in your copy. You should pay attention to detail. Do your best to write correctly. Every word, phrase, and sentence is important – no matter what industry you’re in, good grammar means business.
4. Using Unrealistic Headlines
There’s no doubt that the headline is important. In fact, it’s arguably the most important element of your landing page. When you look at the perfect landing page, the headline comes first, because it’s the first thing the customer sees.
If your headline sounds too good to be true, then it probably isn’t true. Avoid such headlines and your copy will be more credible. Instead, write powerful and irresistible headlines that offer enormous value and are based on reality.
If you’re a beginner to lead generation and customer acquisition, progress is usually slow at first. But, with consistency, you can build a high converting landing page that builds your business.