One component of a successful Social media ads campaign  is having a spot on your website, or if you are using something like ConvertKit, a page that acts almost like a stand alone page speaking about only one topic.

I have seen some great landing pages, and some total duds.  and if I’m being totally honest, I was not a fan of my previous websites landing page, and I built it myself.  So embarrassing! 

So what is going wrong with these pages?

Here are 3 reasons your landing page might be turning away potential customers…

1. Too Slow to Load.
You have a giant image file loading that takes just too darn long.  This is a simple fix.  Make sure if you created a 2000 pixel wide image, that you want to display at say 900 pixels, that you save as smaller more efficient version.  Loading 300dpi/inch images is not necessary on a website, it just slows everything down. So, before you add that giant full size image, resize your images to the smallest size you want, and load that instead.  If your site allows you to, consider loading a mobile and desktop sized version.  

If you don’t know your image loading speed, you can use a tool like PageSpeed Insights to get an overall review of things to fix.  

2.Too Many Calls-to-Action! A call to action or CTA is the goal of the page as decided by the designer/owner.  If you want to sign up for a download, add to a mailing list, or sign up for a webinar, each of those goals should have their own specific page.

If you look at the example from the queen of email list building classes, her page shows a big headline, and the CTA button encouraging you to commit.  All of that information is visible WITHOUT any scrolling on the viewers part.  

There is more information available if the viewer keeps scrolling, and the same CTA is repeated, but possibly with new phrasing each time. 

 Don’t overload the page with 3-4 different things you want them to do.  Focus on the primary goal of the page and stay on that message.

3.Too Much Text! My previous page was just too wordy. I didn’t have any brand photography done, and I wasn’t in love with my stock photos, so all that space was filled with words. 

People get bored easily.  Don’t bore your audience.  Keep it on message, and short and simple.  If you have a lot to say, consider setting up an A/B test of landing pages and see which ones gets better results.

But always, make sure your branding is consistent across your social media platforms, website, and marketing materials.  

Meta will ding you for having a landing page that is radically different from the ad you created.  

You want the viewer to never question why they are on that page, or worse, have to hunt around your site for the thing they clicked to learn more about, but that’s is a whole other blog topic!