So you have a marketing plan in place—the ads have been placed, you have optimized your pages for search engines, and you are starting to see an uptick in traffic. But what are your would-be customers doing once they get to your site? Are they following the path you hoped they would to generate leads for your business?
It doesn’t always work that way. But before you decide that your marketing strategy has failed, take a long, hard look at your landing pages. What page does the visitor land on when they click on your ad? What do they see once they get there?
Here are some key elements for successful landing pages that convert web visitors into customers:
1. Dedicated Landing Pages
You will get many visitors entering your site through your home page, which is great, but for the purposes of marketing your offer, you will ideally want a separate landing page for each marketing program. By having a page for each offer, you can hone in more effectively on that specific offer and keep your visitors from getting distracted and bouncing from the page. Use the suggestions below to put together each of your dedicated landing pages.
2. An Effective Headline
Unlike the flashy, clever headlines that you would use for ads to grab the attention of your audience and pull them away from what they were doing, the headline on your landing page should be clear, powerful and convincing. You want visitors to pull up a chair and get comfortable. Speak plainly in your headline (and copy) so that visitors understand exactly what you are about. Are you selling umbrellas for cats (because what cat doesn’t need an umbrella)? Example: “Home of the Catbrella, the only umbrella made exclusively for the cat on the go.”
3. An Unmistakable Call to Action (CTA)
Your landing page must have a clear call to action that tells web visitors exactly what to do: Buy Now, Free Trial, Sign Up, Order Here, or whatever other action you would like them to take to move them through your sales funnel. Use an eye-catching CTA button so it is obvious to visitors where they should be clicking.
Avoid having more than one CTA on a landing page. You want them solely focused on one thing. If you have a follow-up offer, include it in the confirmation page after they complete the first call to action.
4. Compelling, Focused Landing Page Copy
What should good landing page copy look like? Well, by nature landing (or lead generation) pages are designed to convert page visitors into leads by compelling them to fill out a form or complete a desired transaction. For this reason, your text should be laser-focused on one thing—getting the visitor to fill out the lead capture form or complete the transaction.
Provide enough detail to highlight the offer’s benefits and features (including how the offer will address pain points) but not so much that the user gets distracted or bored.
To showcase key information, include a heading and sub-heading (if needed), bullets, and bolding so that the would-be customer can quickly skim the information and decide if it is worth signing onto.
5. A Relevant, Supporting Image
Imagery goes a long way when used sparingly. Choose one or more high-quality supporting images to highlight your product or service. Be careful not to go overboard with the images. They should complement your offer but not overpower the call to action.
6. Optional Elements
There are other optional elements, like testimonials and security badges, that you may consider using to strengthen the credibility of your offer or your company, especially if your brand is not well developed yet.
7. Lead Capture Forms that Don’t Ask Too Much
While it is great to get as much information on a lead as possible, long forms that ask too much can be a big turn-off for visitors. Ask only for the information you need. If you want to include additional items that aren’t needed, be sure to make them optional.
8. Design Considerations
- Remember that your potential customers are viewing your landing page on a variety of screens. For this reason, keep the most important information front and center and not so long that visitors have to scroll and scroll to see the rest of your page information.
- Keep the design clean and simple by including ample white space and removing elements like sidebar navigation and other unrelated items. Although tempting, don’t include fancy visuals or overpowering graphics.
- Use a larger font for easy to read, compelling text.
- Consider including a video to get your message across; it will cut down on the amount of text you need for your landing page and increase conversions. (Check out this article by Unbounce to learn more about the converting power of video).
Using the recommendations above, you can create sticky landing pages that guide visitors through your sales funnel. If you would like assistance, OpenVine’s Boston Internet Marketing team can help you create landing pages that increase leads and convert visitors into customers. Contact us to learn more about our landing page design services.
*Image © Depositphotos.com/Variant