Yes, we’re all fans of the “top 10″ lists. Here is a list of top 10 landing page mistakes marketers and business owners make and how to avoid them.

1. Not Showing Your Action Points Above and Below the Fold

Hopefully you are clearly showing your visitors what action (action point) you want them to take when they’re on your landing page, but is it visible above and below the fold?

From previous tests, I’ve noticed that many visitors click on the “Action button” that’s featured at the end of the page (below the fold). Be sure to show that action point (order button, request brochure, contact form, etc.) at the top of your landing page as well as on the bottom.

2. Displaying Too Many Images “Hero Shots” on the Landing Page

This can be applied not only to your landing pages but to your website as well. Do not confuse people with too many images. Just show them what they need to see.

If your landing page is selling a product … show the product as a hero shot. If your landing page is a lead generator, keep it simple with just enough information to get the interest and desire of your prospect that will make them fill out that form or call you. Do not stuff your landing page with multiple images just to make the page pretty.

On the web, people don’t like “cute”. They like “simple”, “easy”, “clean”, “educational” and “clear”.

3. Forgetting to Stay Relevant to the Ad

If a visitor lands on your landing page by clicking your ad (ppc, banner, text ad…) it is crucial that what you say on your ad (that got your visitors’ attention) is repeated on your landing page. Your landing page offer/content should reflect what you say in your ad.

What if your prospect clicked on your ad because you offer free shipping? They land on your landing page and guess what they’re looking for? You’re right shnukums, “Free Shipping”!

4. Displaying 2+ Column Landing Pages

Stay with me here. There have been numerous tests performed that tested the effectiveness of 1 column presentation/copy against 2+ columns. Guess what … 1 column layout wins. Reason is, when you display 2 columns on a web page, you’re making people choose which column to read first and if your columns go below the fold, that complicates things even more.

Reason why people use 2 columns is to make the page look “cute” or to stuff more information. This is a mistake that needs to be corrected. When people visit your landing page, they need a sense of direction. When you display multiple columns of text, unless you number each one (Ex. Step 1, Step2…) you’re confusing your visitor.

5. Not Using the Keywords (language) that Your Prospects Used

We all have our industry words to describe the product or service we offer but there are also other words that your prospective customers might use to find you. Be sure to land people on the pages that will use the exact terminology your visitors used to get to you.

Let’s say your visitor typed in a keyword “SEO Company”, why would your headline say “…Search Engine Marketing company”?

It is crucial that you try your best in using the same words your prospects use on your landing pages. Do not try to teach them different terms. Instead just be relevant with the language you use.

6. Making Visitors Click when Scrolling is Easier than Clicking

Tests have been done to prove that it’s easier for people to scroll than to click, especially with the scroll wheel mouse. Actually … women were more keen to scrolling than men, but both preferred scrolling rather than clicking. You know why?

Because we’re lazy. Even though people are curious and hence the reason why most people will scroll to the bottom of the page, we are too lazy to click on that link to see what’s there. Actually it’s lazy plus uncertain where we will land next. Bottom line here is … if you can avoid scroll … great. If you can’t, stay away from making people click on links for more info. Avoid it at all costs on your landing page.

7. Confusing Visitors with Too Many Action Points

Look, I know we want to make sure that we don’t leave anything behind. Hence is the reason why business owners love to use 30 pictures of people (so that we cover every possible nationality and style) on their landing pages and 7 different ways to order online and 20 different links point in different directions. This is a huge problem for landing pages, because this is where you confuse people.

Look at your target. If your sales cycle begins with 85% of visitors asking for a brochure before they buy, then stick with those 85% by stressing on the “Request a Brochure” action point. Don’t try to grab both. Devote the strategy towards the majority and you’ll have a better chance of dominating it.

8. Not Providing Enough Information for the Conversion

Yes, it’s great when you can make your landing page look clean and simple, but are you giving your visitors enough information that will persuade them to do what you want them to do? Sometimes we try to be too brief and thus don’t allow ourselves to communicate enough information at the time when that potential customer is actually listening.

Remember, if what you say is relevant and useful to your visitor, they will listen / read. If you are worried that adding an extra paragraph of copy will scare your visitors, just do a simple A/B test.

9. Failing to Use Caption Under the Hero Shot Picture

This can be applied to both landing pages and your other web pages. Unfortunately most websites do not take advantage of the picture caption. Some studies suggest that what you say right under the picture on your web-page gets more eyeballs than your headline. So, why not say something there? I won’t beat this bullet-point to death, so I’ll stop.

10. Failing to Test Your Landing Pages

Many site owners think that if they tweak a landing page a bit and create relevant content, they’re all done. This is a mistake that needs to be addressed. Do not stop on a, what you might think is a good converting landing page. I’ve seen companies brag about their 6% conversion landing pages as if they’ve created a golden wheel. Guess what happened after they finally decided to do some testing against that great landing page … conversion rate went up.

You should never stop tweaking and improving your landing page. At no point should you think that you’re “done”. Once you think that you’re done testing, now that’s when you’re DONE or what I call “scre*ed”. Because when you’re all finished, your competition is just getting started.