Using Landing Pages to Convert Site Visitors to Leads
If you are hoping to use your website to convert visitors to leads, it’s a good idea to place your offers on landing pages. Landing pages are typically single-purpose pages designed to present a call-to-action or offer to potential customers. The idea is pretty simple in concept, but the execution can take a bit of finessing. Here are some tried and true methods to making sure your landing pages effectively generate leads:
Make your offer clear and consistent
Your landing page should have a singular purpose, and that purpose needs to be clear to your visitors. If you want them to download a white paper, the offer and form should be front and center. If you want them to call for a consult, make sure that message is loud and clear, and the phone number is easy to find. Utilize H1 tags to make sure your offer is the most prominent text on the page, and follow that up with bullet points highlighting key details of your offer. It is also important to make sure your offer matches its referring source. If it comes from an email touting “Free whitepaper on how you to grow your lead database” it should say that same thing on the landing page.
Identify the payoff upfront
When writing landing page content, consider the visitor’s objective. Why should they take action? You know your offer has value, but they may not. Talking about the benefits rather than the product itself shows the customer you have their best interest in mind. Take, for example, how Apple advertises their products. Their commercials foster an idea of lifestyle born out of what their products can do for its users, not the battery life or screen resolution of the latest iPhone.
It’s no secret that digital assets with images attached have higher click through and engagement rates than those without. Make sure your landing pages take a similar approach. If your offer is a physical item, include a picture so people can see what they are getting. If it’s digital, such as an eBook, try to incorporate some of its imagery and style on the landing page as well. This will further drive home the element of consistency.
Give thought to your forms
If you are gating your offer behind a form, make sure it is placed prevalently on the page, typically above the fold. Also, pay attention to the type of information you’re asking for and the number of form fields. The more information required, the less likely it is to be filled out. That said, it’s crucial to gain the right information from your leads to understand if they’re a fit for your business. The general rule is to weight the value of your offer against the number of fields on your form. For an e-newsletter sign up, you probably don’t want to ask for more than an email address. However, if you are releasing a research-driven eBook, you can likely get away with asking for more.
Provide customer testimonials
Often times visitors to your landing page will have little to no prior relationship with your brand. Customer testimonials can go a long way toward unknown visitors deeming your product, services, or company trustworthy. If you have gathered testimonials in the past, it’s a good idea to include short snippets from them on your landing page.
Don’t downplay A/B testing
While there are standards and guidelines that are good to stick to, it’s always test and find out what works for your audience and your offers. Tools like Optimizely will allow you to run tests on language, button color, and CTA design. Get creative, follow the data, and continually update your methods based on what appears to be working.
These tips should get you off the ground when it comes to your landing page practices. If you’d like to learn more about next steps once your leads are flowing in, download our eBook “How to Build and Grow a Successful Lead Nurture Campaign.”