Landing pages are vital for your business. Reachable largely via PPC campaigns, social ads or email marketing, landing pages generate leads, help you build your email lists, collect customer data, and much more!
But creating the perfect landing page can be an arcane art. To help you with yours, we’ve got six simple tips to finetune your landing page for lead generation success.
Your customers will have arrived at your landing page from a PPC or social ad. Naturally, they will expect their destination to continue the visual style that the ad they clicked on possessed.
Consequently, you should ensure that your landing page matches the source ad both aesthetically and in tone of voice. This creates a seamless customer experience that fosters trust in your brand, increasing lead generation opportunities.
Stick to the same aesthetic style throughout your marketing. Colors, copy, even the types of images you use all play a part in convincing your customer to stay locked into your brand.
Speaking the same visual language throughout the customer’s experience will greatly enhance your lead generation. It’s a simple idea that works wonders for your landing page.
To generate leads, your landing page should convey a clear benefit or positive for the customer. It’s the first thing that they’ll be looking for when they click through to your landing page, so make it obvious.
Place the feature prominently on your page. Use juxtaposing colors or a striking featured image to draw customers’ attention to it as soon as they arrive on your page.
Customers need to be told, not shown. Make it obvious how they can benefit from your landing page, and you’ll see your lead generation soar.
When your customers arrive on your landing page, it’s important that you keep it concise and tight. Bombarding them with information will spook them, and they’ll bounce away from your page.
It might be tempting to lay out for customers all the wonderful things your product or service can do, waxing lyrical with reams of effusive copy. But the more you add, the less likely your customers will convert.
Highlight the key information you want to get across and put that front and center. You can provide more detail in hidden submenus or external links.
But your landing page is about hooking them and keeping them hooked. Lead your customers to extra information, but first and foremost, show them only what is necessary.
More often than not, your landing page will feature a form for customers to enter the details and, ultimately, become a lead. Customers that don’t complete your form are lost leads, so it’s important to get this right.
Consequently, you should strive to keep your forms as simple as possible. Providing too many fields to be completed and requiring excessive amounts of information will overload your customers, and they will bounce.
To capture your customers and turn them into leads early on, ask only the bare minimum of information of them. Their name and email address is a good start. It gives you a route into their inbox so you can send further marketing efforts straight to qualified leads.
Including a lead magnet such as a printable, toolkit, or marketing template are great for convincing dithering customers to provide their details. Use a lead magnet creator to quickly craft an appealing ebook or flipbook to sweeten the deal for any hesitant leads.
Ultimately, all you need is a point of contact: email address, phone number, even their address in some cases. Once you’ve got this, you’ve got your lead.
Just because potential customers arrive on your landing page, it doesn’t necessarily mean they’re already convinced. They need an extra push to convince them, and there’s no better persuasion than the testimonial of a genuinely satisfied customer.
Customer testimonials provide valuable social proof that can make or break a faltering customer’s decision. Reach out to existing happy customers and request some feedback to use for your landing page (perhaps including a gift or freebie as a reward).
Place social proof prominently on your landing page. It shouldn’t detract from your key benefit copy, but it should still be visible. Aim to make it the second thing your customers see when they arrive at your landing page.
Compared to your main business website, your landing page is fairly undemanding. While your primary website should market your brand, educate customers, build trust, and sell products, your landing page has only one goal: to capture leads.
As a result, it’s easy for you to optimize your landing page for best results. By making small changes here and there, you can quickly determine what does and doesn’t work for your lead generation.
For example, you could alter or shorten your key benefits copy, or you could remove superfluous fields in your form. You could even overhaul the overall layout of your landing page to see if certain elements work better elsewhere.
Don’t make every change at the same time though. Make one amendment, test it, and then optimize where necessary.
Split testing your landing page is the best way to achieve this. Use an analytics tool to monitor and compare landing page promo campaigns, and use a dedicated split test tool to easily and thoroughly optimize your landing page.
Create a landing page that provides a clear benefit to customers. Put your key benefits front and center, and use social proof to hammer it home.
Optimize your landing page for best results, and above all, keep it simple. Follow the tips above and create a landing page that generates you leads today.
About Our Guest Author
Victoria Greene is an e-commerce consultant and freelance writer. On her blog, VictoriaEcommerce, she shares ideas on how companies can vastly improve the way they represent their brand. She is passionate about using her experience to help brands improve their online reach.
Header image courtesy of Pexels.
Tim Fitzpatrick is the President of Rialto Mobile Marketing. At Rialto Mobile Marketing we help take the guesswork out of marketing for small businesses and make it simple. We're the bridge between where you are and where you want to be.