Whether it’s generating leads, boosting traffic, or increasing sales, the purpose of landing pages is to
drive action on your site. They can be designed in many ways, but certain techniques have proven to be more
successful than others. While some techniques have definite results, there are others that are harder to
define strictly as helpful or hurtful.
Including links on your landing pages is one of these foggy design techniques. While this can attract
leads to other aspects of your site, they can often be distracting and take potential clients away from the
intended purpose of your landing page.
When considering using a link on your landing page consider these main points:
Can Link To Further Information
Typically, the main reason why you are including a link is to give the lead further information that they
are seeking by giving them the direct source to the content. If you are linking another page that belongs to
your website, it can be helpful for people looking to find more information about your brand and your
services. The people who will click on this link will most likely be people seeking out this information and
will be more likely to find what they need and make a purchase.
They Help To Engage The Lead
If you have a few links on your landing pages that take the customer to other web pages for your business,
this can sometimes work out nicely for your site. By adding attractive links, you can engage the potential
clients, and the more people who click on these links to seek out more information, the more likely you are
to get sales. By using enticing links to seduce your customers, you can actually make some profits off the
They Distract Your Visitors
If you add a bunch of links to your page, it may be overwhelming and downright distracting for visitors.
If they don’t have a direct call to action, or know what to click on, they will find your site confusing and
will just click the exit box. Also, by adding links to your pages, some customers may find them too time
consuming to click on and wait for it to load, when they were looking for instant gratification. Instead of
wasting their time, just include the information up front. You can always include a link after the initial
information, so that they can find further knowledge about the matter if needed.
Too Many Exits From Your Page
Adding some links can be good to help the client interact with your site, but if you link an alternative
site to your landing page, you are basically pushing them out the doors and into the hands of another
company. If you are going to add links to your landing pages, make sure that they are relevant, linked to
helpful or entertaining content on your site, and are used in moderation. A key component of getting sales is
keeping the prospect’s attention and directing them in the right direction to make a purchase. By having too
many easy outs, you’re not herding them in, you’re just hurting your sales.
They Can Cause A Decline In Conversion Rates
The success rate of a landing page can be hypersensitive. One little thing can throw it off and turn away
your clients. By adding the wrong links, or the wrong number of links, your conversion rates will certainly
decline. Sometimes, having any links at all depending on the nature or your site can have a negative effect
on your site. When in doubt, it might be better to try taking away your links altogether to test out the
success rate of your site. Many businesses have seen improvements by trying this strategy and it doesn’t hurt
to investigate the prosperity of the mechanics of your landing pages.