7 Landing Page Mistakes That Are Killing Your Conversions
You launched your website, and your traffic numbers look decent, but nobody’s buying, booking, or even signing up for your free offer.
Is that you?
Here’s the thing: most small business owners unknowingly sabotage their conversions with simple landing page mistakes. You’re not doing anything dramatically wrong, but small tweaks can make a huge difference between a page that converts and one that doesn’t.
The good news? These fixes are easier than you think. Let’s dig into 7 common landing page mistakes that might be costing you sales, and how to fix them.
Mistake 1: Your Headline Talks About You, Not Them
Example mistake: “Welcome to XYZ Services.”
Why it doesn’t work: It’s generic and doesn’t show what’s in it for the visitor. Your headline is the first thing people see, and if it doesn’t immediately answer, “What’s in this for me?” they’ll bounce.
The fix: Make the transformation clear. Focus on the outcome your visitor wants from your website, not your company name.
Instead of: “Welcome to XYZ Coaching”
Try: “Burnt out? Get your weekends back with 1:1 systems coaching.”
Your landing page headline is prime real estate—make it sell the outcome, not just introduce yourself.
Mistake 2: There’s No Clear Call-to-Action Above the Fold
The problem: People have to scroll to figure out what to do next. If visitors can’t immediately see how to take action, they’ll leave. You’ve got about 3 seconds to grab their attention and guide them forward.
The fix: Add a bold, clear call-to-action in the hero section. Whether it’s “book a call,” “grab your freebie,” or “view services,” make it obvious and easy to find.
Bonus tip: Use action verbs that create a sense of urgency. “Book Your Free Call” beats “Learn More” every time because it tells people exactly what will happen when they click.
Recommended Read
AI Prompts to Write High-Converting Landing Pages
Mistake 3: You’re Trying to Say Everything at Once
The problem: A wall of text equals lost readers. When you try to cram every benefit, feature, and detail into your landing page, you overwhelm visitors instead of convincing them.
The fix: Use hierarchy to guide their eyes.
- One clear message per section
- Clear subheads that break up content
- 3-bullet feature and benefit sections (not 10)
Bonus tip: Break long chunks into skimmable bites. Most people scan before they read, so make it easy for them to find what matters most.
Mistake 4: There’s No Proof You’re Legit
The problem: Visitors don’t see testimonials, logos, or proof of results. Without social proof, you’re asking people to trust you blindly—and that’s a hard sell in today’s market.
The fix: Even minor proof points help build trust. One good review, a “Seen in…” badge, or a result metric like “Helped 32 solopreneurs streamline their launch” can make all the difference.
You don’t need hundreds of testimonials. Start with what you have, even if it’s just one glowing review from a happy client.
Recommended Read: 5 Non-Negotiable Website Pages Every Business Should Have
Mistake 5: Your Copy Sounds Like a Brochure, Not a Conversation
The problem: Overly formal, stiff writing turns people off. When your copy sounds like it came from a corporate manual, it feels cold and impersonal.
The fix: Imagine you’re explaining your offer to a friend over coffee. Use “you,” contractions, and natural phrasing that feels human.
For example:
Instead of: “We provide customized solutions.”
Try: “We help you get results without the guesswork.”
The second version feels warmer and more direct, doesn’t it?
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Mistake 6: You’re Not Addressing Their Biggest Objection
The problem: You’re so focused on selling benefits that you forget to tackle the elephant in the room—whatever’s stopping people from saying yes.
The fix: Think about the most common hesitation your ideal client has. Is it the price? Time? Does it actually work? Address it head-on.
For example, if you’re a business coach and people worry about time commitment, try: “Too busy to add another thing to your plate? This system takes 15 minutes a week to maintain once it’s set up.”
Bonus tip: Use real language your clients would use. If they say “I don’t have time,” don’t write “time-efficient solutions.” Say “even if you’re swamped.”
Mistake 7: Your Page Doesn’t Pass the 5-Second Test
The problem: Someone lands on your page and can’t immediately tell what you do, who it’s for, or what they should do next.
The fix: Ask a friend (or better yet, someone who doesn’t know your business) to look at your page for 5 seconds. Then have them tell you:
- What do you do?
- Who is this for?
- What’s the next step?
If they can’t answer all three clearly, your page needs work.
Bonus tip: Your value proposition should be crystal clear within the first screen. No scrolling required.
What to Do Next
Here’s the truth: fixing just one of these mistakes can boost your conversions. You don’t need to overhaul your entire page overnight. Pick the one that resonates most with your current situation and start there.
If you’d rather not tackle your landing page copy alone, I get it. Writing about yourself and your business can feel overwhelming, especially when you know every word matters for your bottom line.
I help small businesses create landing pages that resonate with real people and deliver results. My Landing Page Copy Sprint eliminates the guesswork from writing copy and conversions.
Want quick feedback first?
I offer mini audits too, so you can get a professional eye on what’s working (and what’s not) before you make any big changes.
