I recently had a call with a business owner, and we went through her landing page together. I noticed several mistakes she was making—mistakes you might also be making on your landing pages. In this episode, I’ll break down these mistakes, explain why they don’t work, and show you the right way to fix them.

Mistake #1: Linking out of the page
Avoid linking out of your sales or landing pages. The reason is simple: external links can distract your audience. The more links you include, the more likely it is that someone will leave your page and never come back.

It’s like when you go to YouTube or Instagram to check something, and before you know it, hours have passed. That’s what happens to your audience if they get distracted by links.

For example, the person I spoke with had links pointing to her story, testimonials, and other pages. Instead, keep all this information on the same page. This way, you maintain your audience’s focus, especially if you’re running ads and want to maximize your ROI.

Mistake #2: Not showcasing powerful testimonials on the sales page
This client had a few testimonials on her page but linked out to a separate testimonials page. This can distract visitors and pull them away from your main goal.

Instead, include the most compelling testimonials directly on your landing page. They don’t have to be many—just strong ones that highlight the results you deliver. If you don’t want to disrupt the flow of your sales page, consider creating a column on the side to display testimonials. This keeps everything cohesive and on the same page.

Mistake #3: Focusing the headline on the product instead of the problem
Your headline should emphasize the problem your product solves, not the product itself.

Here’s a framework to guide you:

1. If your audience knows you, trusts you and is ready to buy, a straightforward headline about the product and a discount works.
2. If they don’t know you but understand their problem, lead with the problem in your headline.
3. If they don’t recognize their problem or have a latent need, craft a headline that identifies them by traits or calls out their desires (e.g., “If you’re over 40 and want to shed stubborn weight, read this!”).

As a rule of thumb, prioritize the problem over the product.

Mistake #4: Overexplaining the technical aspects of the product
The client had a video on her page explaining how her course platform worked, including navigation and access details. This shifts focus from the functional benefits of her product to unnecessary technicalities.

Remember Eugene Schwartz’s distinction:

• The physical product is what you sell (e.g., a course, face cream, or book).
• The functional product is what it does for your customer (e.g., helps them lose weight, and clears their skin).

Focus your sales page on the functional benefits.

Mistake #5: Selling multiple things at once
This client tried to sell her course, a consultation call, and a PDF—all on the same page. Most customers have limited attention spans, so trying to sell multiple items confuses them.

Stick to selling one thing at a time. Once they buy, you can upsell or cross-sell on subsequent pages.

Mistake #6: Not utilizing a live chat feature
If you have the resources, add a live chat feature to your sales page. It allows customers to ask questions in real-time, increasing trust and conversion rates.

However, avoid chat systems that take hours to respond. If you can’t provide immediate replies, it’s better to skip this feature.

Mistake #7: Ignoring common customer questions
My client received frequent questions via email but didn’t address them on her sales page. To fix this, compile recurring questions and add them to an FAQ section on your page.

This saves time, builds trust, and helps you address objections upfront. If a question comes up repeatedly, tweak your sales page to proactively answer it.

To recap:

1. Stop linking out of your sales page.
2. Showcase your most impactful testimonials.
3. Focus your headline on the problem, not the product.
4. Highlight the functional benefits of your product instead of technical details.
5. Sell only one thing at a time.
6. Add a live chat feature (if feasible).
7. Use an FAQ section to address common questions.

If you’d like to learn more, head over to https://ikonmedia.net/ to grab my free guide, Your Email List Is Your Wife. It covers 11–12 rules for building and managing your email list to maximize profits.

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