Why Your Landing Page Sucks (And How to Make It Actually Convert)

“But My Landing Page Looks Good!”—Yeah, But It’s Not Converting, Is It?

Let’s start with a common misconception: the belief that a visually appealing landing page is a high-performing one. I’ll say it once: Design is important, but it’s not everything. If your landing page is a work of art but fails to convert, it’s not serving its purpose. You’re not alone in this. Many have fallen into the trap of prioritizing aesthetics over functionality, only to realize that a beautiful landing page that doesn’t drive action is like throwing money into a shredder.

The Brutal Truth: A Pretty Page Isn’t Enough

Here’s the deal—your landing page needs to do more than just look good. It needs to be clear, compelling and laser-focused on one thing: converting visitors. If your page is cluttered with unnecessary elements, confusing messages, or distracting visuals, it won’t do its job, and I don’t care how good it looks.

The Fix: Design for Conversion, Not Just Looks

So, how do you fix this? Start by stripping your landing page down to the essentials. That means eliminating anything that doesn’t directly contribute to your conversion goal. No one cares about your fancy animations or that beautiful stock photo you spent hours picking out. What they care about is how your product or service solves their problem.

Focus on creating a clear, compelling headline that immediately communicates the value of what you’re offering. Your visuals should support your message, not distract from it. Most importantly, your call to action (CTA) must be front and center, impossible to miss, and so enticing that people can’t help but click.

 “But I Have a Menu at the Top!”—Yeah, And That’s Why You’re Losing Customers

Now, let’s talk about one of the most common—and fatal—mistakes people make on their landing pages: including a menu at the top. Listen, I get it. You want to give people options. You think you’re being helpful by offering links to other parts of your site. But here’s the harsh reality: You’re just giving them an easy way to leave your landing page without converting. And that’s a rookie mistake.

The Cold, Hard Truth: Menus Kill Conversions

Here’s the thing—when someone lands on your page, they should have one goal and one goal only: to convert. Whether that means signing up, purchasing, or filling out a form, your landing page should guide them toward that goal with zero distractions. A menu at the top is a big, flashing exit sign that says, “Hey, feel free to explore other parts of the site and forget all about this awesome offer right here!”

The Fix: Keep It Simple, Keep It Focused

So, how do you fix this? Ditch the top menu. Period. If you must have a menu, put it in the footer—where it’s out of sight and out of mind. Your landing page should go straight from the headline to the CTA, with no detours.

And don’t just take my word for it—this is backed by countless case studies and A/B tests. The best landing pages keep visitors laser-focused on the task at hand. So, keep it simple and focused, and watch your conversion rates climb.

“But My Page Has All the Information!”—And That’s Why It’s Overwhelming

Let’s move on to another common mistake: thinking that more information equals more conversions. Here’s a newsflash—too much information can be just as harmful as not enough. If your landing page reads like an encyclopedia, you’re overwhelming visitors and driving them away. They don’t want to read a novel; they want to know what’s in it and know it quickly.

The Brutal Truth: You’re Drowning Your Visitors in Information

Here’s the reality—people don’t have the time or patience to wade through endless paragraphs of text, bullet points, and fine print. If your landing page is packed with information, you’re making it harder for visitors to see the value of what you’re offering. And when people feel overwhelmed, they do one thing: they leave.

The Fix: Cut the Fluff and Get to the Point

So, how do you fix this? Start by cutting the fluff. Your landing page should communicate the most important points quickly and clearly. That means a strong headline, a concise value proposition, and a clear CTA. Everything else should be secondary.

Use short, punchy bullet points to highlight key benefits, and break up your text with subheadings and visuals. The goal is to make it easy for visitors to understand what you’re offering and why they should care. If something doesn’t directly contribute to that goal, eliminate it.

And remember, less is more. The less your visitors have to think, the more likely they are to take action.

“But I’m Offering a Discount!”—Great, But No One Cares if They Can’t See It

Offering a discount or special offer is a classic way to boost conversions, and it works—when done right. But here’s the thing: No one will care if your offer isn’t front and center. You can have the best deal in the world, but if it’s buried in small print or lost in a sea of text, it won’t do you any good.

The Cold, Hard Truth: Your Offer Isn’t Getting Noticed

Here’s the deal—your offer needs to be impossible to miss. If it’s not immediately clear what people are getting, they won’t stick around to find out. Whether it’s a discount, a free trial, or a limited-time offer, it needs to be bold and clear.

The Fix: Make Your Offer Unmissable

So, how do you fix this? Make your offer the star of the show. It should be one of the first things people see when they land on your page, and it should be highlighted to make it stand out. Use bold text, contrasting colors, and eye-catching visuals to draw attention to your offer.

And don’t be vague. If you’re offering 20% off, say it loud and clear. If you’re giving away a free eBook, show them what they’re getting. The more specific and enticing your offer, the more likely people are to take action.

And one more thing—create a sense of urgency. If your offer is time-limited, make sure that it’s crystal clear. Use countdown timers or phrases like “limited time offer” to encourage people to act now, not later.

“But My CTA Is on the Page!”—Yeah, But It’s Probably Weak

Let’s talk about your CTA (call to action). You will only get conversions if your CTA is strong, clear, and impossible to ignore. Period. I don’t care how great the rest of your landing page is—if your CTA is weak, it’s all for nothing. And yet, so many landing pages have CTAs that are bland, vague, or just plain dull.

The Brutal Truth: Your CTA Sucks

Here’s the thing—a weak CTA is a conversion killer. If your CTA is generic, like “Submit” or “Click Here,” you’re not giving people a compelling reason to take action. Your CTA must be clear, specific, and, most importantly, action-oriented. It should make people feel like they have no choice but to click.

The Fix: Make Your CTA a No-Brainer

So, how do you fix your CTA? Start by making it specific. Instead of “Submit,” try something like “Get Your Free Quote Now” or “Claim Your 20% Discount Today.” The more specific and action-oriented your CTA, the better.

Next, make it stand out. Your CTA button should be bold, brightly colored, and impossible to miss. It should contrast with the rest of your page to grab attention. And don’t be afraid to make it big—people shouldn’t have to squint to find it.

And here’s a pro tip: Test different CTAs to see what works best. Sometimes, small changes like tweaking the wording or color can make a big difference in your conversion rates. The key is to keep experimenting until you find what resonates with your audience.

“But I Have a Great Headline!”—Yeah, But It’s Not Selling

Your headline is the first thing people see when they land on your page, and it’s your first—and sometimes only—chance to grab their attention. If your headline isn’t compelling, clear, and benefit-driven, you’ve lost them before they even start scrolling. And trust me, most headlines out there are about as exciting as a Monday morning.

The Cold, Hard Truth: Your Headline Is Boring

Here’s the deal—if your headline doesn’t immediately communicate the value of what you’re offering, it’s not doing its job. A vague, generic headline doesn’t make people stop and think, “Wow, I need this.” It will make them click the back button and forget you ever existed.

The Fix: Write Headlines That Sell

So, how do you fix your headline? Start by making it benefit-driven. Your headline should immediately tell people what’s in it for them. What problem does your product or service solve? What benefit will they get from converting? If your headline doesn’t answer these questions, rewrite it.

Next, make it clear and concise. Don’t try to be clever or use jargon—just get to the point. The best headlines are simple, straightforward, and easy to understand.

And don’t be afraid to get a little bold. Use robust, action-oriented language that makes people feel they’re missing out if they don’t convert. The more compelling your headline, the more likely people will stick around and see your offer.

“But I Have Testimonials!”—Yeah, And They’re Probably Ignored

Testimonials are a powerful tool for building trust and credibility, but only if done correctly. If your testimonials are buried at the bottom of the page, lack specificity, or seem fake, they won’t do you any good. People are naturally skeptical; if your testimonials don’t feel authentic, they will ignore them.

The Brutal Truth: Your Testimonials Aren’t Convincing

Here’s the thing—generic, vague testimonials don’t build trust. If your testimonials are just a few lines of praise with no natural substance, people will see right through them. And if they’re not prominently displayed, no one will bother reading them.

The Fix: Use Specific, Credible Testimonials

So, how do you fix your testimonials? Start by making them specific. Instead of “Great product!” use testimonials detailing the benefits or results your customers have experienced. The more specific and detailed the testimonial, the more credible it will be.

Next, include the name, photo, and any relevant details (like job title or company) of the person giving the testimonial. This adds credibility and makes the testimonial feel more authentic. And if you can, use video testimonials—nothing more convincing than seeing and hearing a real person talk about their positive experience with your product or service.

And finally, don’t bury your testimonials at the bottom of the page. Integrate them throughout your landing page, especially near your CTA. This way, they’ll reinforce your message and help push visitors toward converting.

“But I Have a Long Page!”—And That’s Why People Aren’t Reading It

Some people think that more is more when it comes to landing pages. They stuff their pages with endless content, thinking that people will eventually convert if they just provide enough information. But here’s the truth: If your landing page is too long, people aren’t going to read it. They’re going to scroll, get bored, and bounce.

The Cold, Hard Truth: Your Page Is Too Long

Here’s the deal—people have short attention spans. If your landing page is a mile long and filled with endless paragraphs of text, people will lose interest fast. They’re not there to read a novel; they’re there to find out how you can solve their problem and want to find out quickly.

The Fix: Keep It Short and Sweet

So, how do you fix this? Start by cutting the fat. Your landing page should be as long as it needs to be and no longer. Focus on the key points that will drive conversions, and cut out anything that doesn’t directly support your message.

Use short paragraphs, bullet points, and subheadings to break up your text and make it easy to skim. People should be able to understand the value of what you’re offering without having to read every word.

And feel free to use visuals to convey your message. A picture is worth a thousand words, and a well-placed image or infographic can communicate your value proposition more effectively than a text block.

“But I Have a Great Product!”—Then Why Aren’t You Showing It?

If you’ve got a great product, don’t hide it. One of the biggest mistakes people make is to showcase their product more on their landing page. If you give people a clear, compelling look at what they’re getting, they will be interested.

The Brutal Truth: You’re Not Showing Off Your Product

Here’s the thing—people want to see what they’re getting. If your landing page doesn’t include clear, high-quality images or videos of your product, you’re missing a huge opportunity. A picture is worth a thousand words, and in the world of landing pages, it can be worth a thousand conversions.

The Fix: Showcase Your Product in All Its Glory

So, how do you fix this? Start by including high-quality images or videos of your product on your landing page. Show it from different angles, highlight its key features, and, if possible, include images of people using it. The more you can show your product in action, the better.

If you’re offering a service, use visuals that represent the results your service provides. For example, if you’re a web designer, include before-and-after shots of your work. If you’re a consultant, include graphs or charts showing the impact of your advice.

Remember to include captions or short descriptions with your images. This helps reinforce the value of your product and gives visitors a better understanding of what they’re getting.

“But I Have Trust Badges!”—And No One Knows What They Mean

Trust badges can be a great way to build credibility on your landing page, but only if they mean something to your audience. If you use generic trust badges people need to recognize or care about, they won’t help you.

The Cold, Hard Truth: Your Trust Badges Are Meaningless

Here’s the deal—people have become immune to meaningless trust badges. If your page is covered in generic “100% Satisfaction Guaranteed” or “Secure Checkout” badges, you’re not building trust—you’re just cluttering your page with noise.

The Fix: Use Trust Badges That Actually Matter

So, how do you fix this? Start by using trust badges that your audience recognizes and cares about. For example, include that badge if you’ve been featured in a well-known publication. If your product is certified by a reputable third-party organization, display that certification.

And don’t go overboard. A few well-placed, relevant trust badges are much more effective than a page full of generic ones. The goal is to build trust, not to overwhelm your visitors.

Conclusion: Stop Making Excuses—Start Making Landing Pages That Convert

So, there you have it—a no-nonsense guide to why your landing page probably sucks and how to fix it before it’s too late. Congratulations if you’ve made it this far—you’re already ahead of most of your competition. But remember, reading this guide is just the first step. The real work starts now.

Your landing page is one of the most essential tools in your marketing arsenal. It’s what stands between you and a new customer. So stop making excuses, stop settling for mediocrity, and start building a landing page that’s worth the clicks it gets.

Because at the end of the day, there are two kinds of landing pages—those that convert and those that don’t. Which one do you want yours to be? The choice is yours. Now, go out there and make it happen.