Tips to Help You Stick The Landing on your Landing Pages
A great landing page is a staple in any lead generation strategy. A landing page is a simple web page that is used to deliver valuable information and collect quality leads, in hopes that they will potentially be nurtured into customers. A strong landing page kicks off a successful lead generation process, as once a lead form is completed and contact information is gathered, you’ve converted a lead – meaning you have a new lead to nurture through your sales process. A landing page could be your first impression with a potential customer, so it’s important to put your best foot forward.
There is a big difference between a landing page and a landing page that converts leads. We’re guessing you’re interested in the latter. On average, a landing page converts at 2.35%, but great landing pages can convert at around 5.31% or even higher. Let’s dig into the elements that make a great landing page that actually converts leads…
A headline is how you capture the attention of landing page visitors. This is the main call-to-action (CTA) of the landing page. Why did you bring this person to your page? What action do you want them to take? This needs to be clearly stated so the visitors know what action to complete.
Let’s use our successful landing page (which is converting at 4.8%, higher than the industry standard of 2.35%) as an example. On the landing page for our Guide to Lead Generation Budget Planning, the headline is straight-forward: “The Guide to Lead Generation Budget Planning.” Then our second headline on the form “Download Your Workbook Now” lets the visitor know they navigated to this page for our workbook to help them plan their lead generation budget, which they can download by filling out the form.
A Good Offer
Let’s not forget that no matter how strong your landing page format is, only a truly valuable offer will encourage visitors to take action. So, step 1: Make sure your offer/resource is actually valuable. Now, let’s get on with it…
The body of the landing page should explain more about the benefits of the offering or resource. It will help the visitors understand the value of what they receive in exchange for their contact information. This information should be delivered in a format that is easy to read and understand – think bullet-points. This section should encourage the visitor to take an action, so make sure you are providing a mutual exchange of value (i.e. a great offering or resource in exchange for their contact information). Remember how important your own contact information is to you, and apply that as you develop the body of your landing page.
Again, on our Guide to Lead Generation Budget Planning landing page, we directly explain to the visitor the value they receive in our workbook. We bolded words and put key values into bullet format so that if the reader is scanning the page they quickly understand the major takeaways of what this budget planning resource can provide for them.
The lead form on the landing page is where you capture the visitors’ contact information. The form can be as short and sweet as gathering a name and an email or can include more information like company and position. Whatever you need for the goal of this landing page should be reflected in the form. We all know that filling out a super long form is annoying. So, keeping a lead form short and sweet can impact your conversion rate. For example, ImageScape took their lead form from 11 fields to just 4 and saw a 120% increase in conversions.
At the bottom of every form is a submission button – make sure this button reflects a descriptive action other than “Submit”. Use action-oriented language to encourage the user to complete the action. This action-oriented button is your main call-to-action (CTA), and it should coordinate with the headline. This helps the potential lead reaffirm and understand what they are getting into, making them more likely to convert.
The entire layout of a landing page can be fairly simple to coordinate. Keep it straightforward, and dedicate time and resources to a promotion plan, and you should start seeing a positive return on your lead generation plan! Here are some more best practices to keep in mind:
- Keep the landing page headline, body and lead form “above the fold.” That means when someone visits the landing page, all the information they need is right there without scrolling. In case they do scroll, provide more information to further encourage action.
- There should be no navigation menu at the top of your landing page. This is important! You don’t want the potential lead to navigate away from the landing page, once you have their attention. A navigation menu may detract them from the CTA. What you can do, if you want to encourage traffic back to your website, is have a navigation menu on the “Thank You” page that loads after they fill out the lead form. That way the lead may navigate through your site after they have already completed the action.
- Less is more! Have a clear and concise message and simplify where possible. At the end of the day you want the visitor to take action on your landing page, so try not to overload them with information.