Landing pages are a core element in any lead generation campaign. A good landing page will capture prospective customers and help you convert them into leads.
Time and again, we see a misuse of this tool resulting in poor conversion rates and a baffled marketing manager, not sure when things went south.
The good news is that there are 5 rules of thumb which can help you create a killer landing page and increase conversion rate:
Rule No.1: Follow up on your promiseMost visitors arrive on landing pages from these main sources:
- From your website
- Paid ads
- Email campaign
- Social media post
Make sure that the content of your invite to the page is in line with the content on your page. Do not take this lightly – if a person on your website reads a blog post that invites them to download an eBook, the designated landing pages must deliver on that promise and revolve around that same eBook. A different offer would damage your credibility and will result in very poor conversion rates.
Rule No.2: No distractions!
Remember: you brought visitors to your landing page for one purpose: to turn them into quality leads by filling out the form on your page.
Be sure to eliminate any distractions that tempt your visitor leave the page. Remove the navigation bar that is normally on your website.
Here is an example of a landing page on our website:
As you can see the navigation bar that would normally be at the header or our website is gone.
Do not use any links that could encourage the visitor to leave. If you must use links, make sure they will open in a new tab and not make the user leave altogether.
Rule No.3: Keep the page as simple as possible
Be brief and to the point.
The basic structure should be:
- A clear headline
- A brief paragraph explaining your offer
- A few bullet points describing the benefits of the offer (check out rule No.4 to learn more about this)
- A Form
- A clear Call To Action (CTA)
Remember – less is more!
Rule No.4: Describe benefits not features
Every landing page should contain a brief description of your special offer. Instead of focusing on the technical details/specifications/features of your offer, tell your visitor how these features will help make his/her life better.
Be sure you understand what the value of your offer is to your visitor.
A test I always find useful is the "so what" test, which I learned about in a book called "make your words sell" by Ken Evoy.
For example, if you are offering an eBook about lead generation you could describe it as:
The mechanics of lead generation
How to generate leads
Getting better but still, So What?
We've compiled the 30 greatest lead generation lessons in this brand new guide, so you can start reeling in those leads.
Can you ask So what about that? It's pretty clear what you're getting right?
Rule No.5: Create a follow up thank you page
Once a visitor fills out the form and converts in a lead, make it a rule to always direct them to a "thank you page".
There are two benefits here:
- it's polite
- You can use this as an opportunity to promote another offer. In the following example, when an visitor leaves their details on our website we invite them to receive a free marketing consultation:
Always aim to extend your funnel.
In order to create killer landing pages you should always:
- Follow up on your promise
- Keep your visitor on your landing page – No distractions!
- Keep the page as simple as possible
- Describe benefits not features
- Create follow up landing pages
Have any more killer tips to share! Let us know..
If you found this useful, and you're curious to learn more and find out how to improve your lead generation, we invite you to download our 30 greatest lead generation tips tricks and ideas eBook.