Do You Struggle With Landing Pages Not Converting?

Are You Struggling With Your Landing Pages Not Converting?



When it comes to landing pages your prospects NEED to feel a certain level of comfort before they convert.




Think of these “areas of discomfort” as roadblocks in your prospect’s journey through your landing page.


These roadblocks are what stop your prospects from becoming leads.


They build up invisible walls between you and your audience making it impossible for you to form a connection with them, ultimately leading to them hitting the back button.



Here are the 6 roadblocks (as explained by  Joe Rinaldi , IMPACT)  to why your landing pages are not converting, and how you can put your prospects’ minds at ease with the remedies that follow:


Roadblock 1: Confusion

  • Making a form hard to find, A page that has copy that isn’t clear or has too much jargon, these are the types of elements that cause confusion.
  • The second a person thinks your page is confusing you’re going to start losing conversions.
  • How Do You Overcome Confusion?
  • Combat confusion with clarity.
  • Here are a few simple steps you can take to make sure your audience is able to clearly understand your message:
  • Write clear and simple headlines
  • Align your CTA and landing page
  • When creating a CTA keep the page you’re linking to in mind.
  • The text and imagery you use in your CTA should align with your landing page
  • Avoid Industry Jargon
  • Keep your language simple and avoid any industry jargon or empty blanket statements.
  • Make sure you give them something helpful and speak to their pain points.


Roadblock 2: Distraction

  • When creating your landing page it’s easy to go overboard by adding unnecessary elements to the page.
  • You’re trying to help people get as much information as possible, but at a certain point it becomes too much.
  • How Do You Overcome Distraction?
  • The key to overcoming distraction is FOCUS
  • Focus on your message.
  • Keep your page simple with just the essentials on it.
  • Review every section on your page


Roadblock 3: Apathy

  • Imagine someone who arrives on your landing page and their only reaction is a blank stare.
  • No impressed look, no intrigue, just apathy.
  • People who feel apathetic while on your landing page don’t feel a sense of urgency to fill out a form and in turn aren’t feeling a connection to your brand in general.
  • How Do You Overcome Apathy?
  • At no point in your visitor’s journey should they feel apathetic.
  • Overcome any feeling of apathy your visitors might experience by making sure nothing begins to feel optional or less urgent.
  • Speak to your visitors needs and be specific
  • Your offer isn’t going to be for everyone but keep your targeted audience’s attention.



Roadblock 4: Boredom

  • You’re not going to bore anyone into converting on your landing page.
  • If you can’t keep people’s attention or get them right to the point they become bored.
  • How Do You Overcome Boredom?
  • Remember you’re talking to another human being, so don’t be afraid to introduce a little of your charming personality.
  • Make sure you also keep your landing page “skimmer friendly.”
  • People don’t want to read huge chunks of writing, instead they’d like to get the gist of a page and move on from there.
  • Write your copy with short paragraphs, noticeable headers, and short bulleted lists.


Roadblock 5: Friction

  • Friction is why people are hesitant to convert and it can stem from even the most subtle details on your site.
  • How Do You Overcome Friction?
  • The best way to reduce friction on a site is to imply that you are going to give them what they are looking for with ease.
  • You can easily work this mentality into your copy by using words such as “shortcuts, checklist, templates, or cheat sheets.”
  • You also need to address the “What if” that is always lingering in the back of a visitor’s mind.
  • “What if I don’t have the time for this”
  • “What if I don’t like it”
  • “What if I can figure out how to use this”
  • Introduce safety nets into your content.
  • Terms like “cancel anytime, try before you buy, no obligation” help to give readers a peace of mind and entice them to convert.


Roadblock 6: Lack of Trust

  • Between credit card fraud and viruses, the internet can be a worrisome place for some people, so it’s should come as no surprise that they often need to trust a brand or company before surrendering their personal contact information in a form.
  • How Do You Overcome a Lack of Trust?
  • Before we can gain a user’s trust, they need to like us and be sold on our brand.
  • Speak to your visitors casually and conversationally instead of like a Marketer.
  • Remind them that there’s a person on the other end of the computer.
  • The key to building trust is to develop a pathological empathy for you customer. In other words, understand how they feel and look at things from their point of view”..….says author Ann Handley
  • Include elements that serve as proof.
  • Testimonials and social proof are great ways to put users’ minds at easy.
  • They’ll love to see that someone else like them has found value from your product.




What should you do next?

Review your landing pages and decide what’s necessary and what’s fluff (i.e. remove unnecessary content, graphics that serve no purpose, etc.) From there, review the content you’ve decided to keep and make sure the tone matches your brand. This will give you a good foundation to build off of and start optimizing.



If you enjoyed this post and found TONS OF VALUE, please take a moment and share…..Thank you 🙂


Sharing Is Caring!


To Your Success,
Joan Harrington


(P.S. – CLICK HERE for a FREE 10-day Online Recruiting Bootcamp that will show you an easy way to create a never ending stream of RED-HOT PROSPECTS ready to join your business today!)




24 Replies to “Do You Struggle With Landing Pages Not Converting?”

  1. Great post as always. I have learnt about landing pages that the simplicity and going straight to the point are very important.
    This had me laughing but it’s true, ‘You’re not going to bore anyone into converting on your landing page.’. . lol
    Thanks for sharing this today Joan!

  2. Thanks Joan! These are some great tips to create a high converting page. I see so many capture pages with way too much info! But they seem to make a lot of sales. Perhaps some of that appeals so some people.
    I like articles, capture pages and videos that get straight to the point or I am outta there!
    Thanks again.

    1. Definately straight to point and simple landing pages with a clear call to action is important to me too! Thanks Lisa for your comments!!

  3. Very interesting Joan. I think when the content is more conversational, friendly and with a little personal info (not too much) it will create a trust factor with our visitors and eventually conversion.

    I love the quote you shared by Ann Hadley…I agree with it 100%. 🙂

    Thank you for putting this post together. Hope you’re having a great week so far!


  4. Got to roadblock two and decided this information required time to process, so I bookmarked this post to refer to in the future. I have not used a landing page yet, but intend to in the future. Great food for thought. I am now going to be looking at landing pages with a new attention to detail, to see what rocks me and what does not. Thank you for an informative post.


  5. Hi, Joan
    what is a good information about landing pages conversion! I don’t know much about that area, but your do’s and don’t do give me ideas how to do that. I have copy this one for reference as I go along.
    -Stella chiu

  6. Hello Joan!

    What a powerful list of reasons you have assembled here! Landing pages are all about psychology. Get it wrong, and people leave in a hurry.

    Landing pages to me are an art form… they take work, testing, and analyzing to get it right. I know very few people that get it right on the first try. I am still in the next planning phase for my landing page. This was a timely post for me!

    You pointed out a couple of reasons that I was not familiar with, so thank YOU!


    1. Hi Deborah!
      Yes I would agree with you on that landing pages are an art form….most do not get it on the first try, but as long as you are testing and analyzing on what is working, it will pay off 🙂 So glad you found this post useful for you! Thank you, appreciate it!

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