I’ve roasted 850 landing pages in 2.5 years
Here are the 15 most common mistakes and how to fix them 👇🏾
Here are the 15 most common mistakes and how to fix them 👇🏾
Mistake 1: No pain
Explanation: The visitor does have the problem you solve. But doesn’t feel the pain acutely and leaves
Fix it: Use the pain-agitate-solution framework to evoke the pain and drive conversion
Example: makerbox.club
Explanation: The visitor does have the problem you solve. But doesn’t feel the pain acutely and leaves
Fix it: Use the pain-agitate-solution framework to evoke the pain and drive conversion
Example: makerbox.club
Mistake 2: Objections not addressed
Explanation: The visitor has objections and doubts but they’re not addressed
Fix it: Review FAQs / support tickets and ensure common doubts are answered early on your page
Example: convertkit.com
Explanation: The visitor has objections and doubts but they’re not addressed
Fix it: Review FAQs / support tickets and ensure common doubts are answered early on your page
Example: convertkit.com
Mistake 3: Lack of / bad social proof
Explanation: Visitor doesn’t trust you as your proof isn’t relevant or authentic
Fix it: add testimonials to your landing page. Tools like Senja.io make it easy to collect + add.
Example: modestmitkus.com
Explanation: Visitor doesn’t trust you as your proof isn’t relevant or authentic
Fix it: add testimonials to your landing page. Tools like Senja.io make it easy to collect + add.
Example: modestmitkus.com
Mistake 4: Not speaking to visitors
Explanation: You’ve not asked visitors why they didn’t convert so how can you improve?
Fix it: Add an exit intent survey with @hotjar and ask people leaving what was missing
Example:
Explanation: You’ve not asked visitors why they didn’t convert so how can you improve?
Fix it: Add an exit intent survey with @hotjar and ask people leaving what was missing
Example:
Mistake 5: Don’t know how your page is performing
Explanation: You don’t know your LP conversion rate, but you’re spending time updating it anyway
Fix it: Add @posthog to measure conversion performance and identify opportunities
Explanation: You don’t know your LP conversion rate, but you’re spending time updating it anyway
Fix it: Add @posthog to measure conversion performance and identify opportunities
Mistake 6: Complex language
Explanation: Your page language is complex and conversion decreases as a result
Fix it: Use plain language, remove buzzwords and initialisms, test with: readable.com
Explanation: Your page language is complex and conversion decreases as a result
Fix it: Use plain language, remove buzzwords and initialisms, test with: readable.com
Mistake 7: Messaging is unclear
Explanation: Your page has no clear who / what / why but you’re still expecting people to convert
Fix it: Add who you product is for, what it is and why they need it BEFORE the first CTA
Example: roastmylandingpage.com
Explanation: Your page has no clear who / what / why but you’re still expecting people to convert
Fix it: Add who you product is for, what it is and why they need it BEFORE the first CTA
Example: roastmylandingpage.com
Note:
Landing pages with no clear who/what/why often get high CTA clicks, no conversions.
This is because the visitor doesn't have the information they need to convert.
Landing pages with no clear who/what/why often get high CTA clicks, no conversions.
This is because the visitor doesn't have the information they need to convert.
Mistake 8: No USP language
Explanation: You sound like every other product in the space. Visitors cannot compare you
Fix it: Add comparison language like “the only product to… ” or "finally..." or use comparison tables
Examples: @usefathom + @JuneDotSo
Explanation: You sound like every other product in the space. Visitors cannot compare you
Fix it: Add comparison language like “the only product to… ” or "finally..." or use comparison tables
Examples: @usefathom + @JuneDotSo
Mistake 9: All tell, no show
Explanation: Your page is only benefits language and unsupported text claims
Fix it: Add interactive demos, product animations, walkthroughs and case studies to evidence what you’re saying
Example: savvycal.com
Explanation: Your page is only benefits language and unsupported text claims
Fix it: Add interactive demos, product animations, walkthroughs and case studies to evidence what you’re saying
Example: savvycal.com
Mistake 10: Centred on you, not your visitor
Explanation: Your page is focused on your business, not your visitor and their problem
Fix it: Add ‘you / your’ language, and prioritise your visitor over and over again.
Example: buffer.com
Explanation: Your page is focused on your business, not your visitor and their problem
Fix it: Add ‘you / your’ language, and prioritise your visitor over and over again.
Example: buffer.com
Mistake 11: Poor clarity and walls of text
Explanation: Your page is difficult to scan so visitors lose interest
Fix it: Add headings to each section, break up walls of text, support with visuals
Example: llamalife.co
Explanation: Your page is difficult to scan so visitors lose interest
Fix it: Add headings to each section, break up walls of text, support with visuals
Example: llamalife.co
Mistake 12: Missing CTA
Explanation: The visitor likes what you do but there’s not CTA nearby when they’re ready to convert
Fix it: Lock your CTA to your menu (especially on mobile) so it’s ALWAYS available
Example: dovetailapp.com
Explanation: The visitor likes what you do but there’s not CTA nearby when they’re ready to convert
Fix it: Lock your CTA to your menu (especially on mobile) so it’s ALWAYS available
Example: dovetailapp.com
Mistake 13: Horrible demo booking page
Explanation: Visitor is interested, has gone to book a demo, form doesn’t convert
Fix it: Use this example @Calendly before and after
Explanation: Visitor is interested, has gone to book a demo, form doesn’t convert
Fix it: Use this example @Calendly before and after
@Calendly Mistake 14: Inauthentic proof
Explanation: The visitor likes your product but your testimonials look fake
Fix it: Text testimonials = good. Video testimonials = conversion gold. Collect them with a tool like Senja.io
Example: storytail.io
Explanation: The visitor likes your product but your testimonials look fake
Fix it: Text testimonials = good. Video testimonials = conversion gold. Collect them with a tool like Senja.io
Example: storytail.io
Mistake 15: Hard to get setup
Explanation: The visitor likes your product but worries setup is too complex
Fix it: Offer templates, how to guides, and concierge migration
Examples: @memberstack @convertflow @Jotform
Explanation: The visitor likes your product but worries setup is too complex
Fix it: Offer templates, how to guides, and concierge migration
Examples: @memberstack @convertflow @Jotform
@memberstack @convertflow @Jotform I also manually audited 150 startup landing pages.
✨ CTA colour / language
✨ Use of social proof
✨ Headline length
✨ Sign up fields
✨ Load times
Download free here: landingpageroasts.gumroad.com
✨ CTA colour / language
✨ Use of social proof
✨ Headline length
✨ Sign up fields
✨ Load times
Download free here: landingpageroasts.gumroad.com
Tomorrow: How I made $300,000 roasting landing pages.
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My free webinar: join here: lu.ma
Over 350 people already attending.
My free webinar: join here: lu.ma
Thanks for checking out my thread.
If you found the ideas useful:
Feel free to give me a follow on @helloitsolly
RT the first tweet: one person who RTs will win a FREE personalised video roast of their landing page. Worth $350!
If you found the ideas useful:
Feel free to give me a follow on @helloitsolly
RT the first tweet: one person who RTs will win a FREE personalised video roast of their landing page. Worth $350!
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