Landing Page Faceoff
On the other hand, the landing page for Home Finance of America gets a D. "This page is cluttered, unfocused and leaves no clear call to action," Frederiksen says. "There are a million links on the page to all the various lending programs, leaving the customer confused as what to do next."
Of course, Frederiksen's opinions are subjective, and the reader response illustrates how determining who your target is and what they'd be looking for is key to crafting a winning landing page. Readers also pose questions about whether including a phone number on the page decreases its conversions (and possibly its Quality Score).