The use of landing pages enables marketers to direct website visitors to targeted pages and capture leads at a much higher rate.
What’s great about landing pages is that your visitors are directed to one particular offer without the distractions of everything else on your website. Remove the navigation/menu so there isn’t a way of getting to other pages on your website. With only one way forward, if the visitor is interested, they will likely fill in the form. Or just leave of course…
We want visitors on a landing page to do one thing only – to complete the lead capture form. Landing pages are used to convert visitors into leads by completing a transaction or by collecting contact information from them.
If you want to improve conversions and boost your online visibility, then here are a few tips for creating the landing pages that work.
1: The Importance of Headlines
Your headline needs to a) convince readers that they are in the right place, and b) grab their attention. Never go overlong with your headline. The goal is to improve understanding and spark an interest in the content of the page.
2: Subheaders that Persuade
While the headline should be the element that attracts interest, it is the subheader that should convince them to stay. Use your subheaders to add more information, and remember that you can use subheaders to start introducing your readers into a well-designed sales funnel.
At least 1 supporting image – If you don’t use visual content, then you are missing out on the chance to convey even more detailed information. Make sure that the images you use are relevant to the landing page content and that they are high-quality. The goal is to create an immediate positive impression; hastily photoshopped images or photos taken on your phone are generally going to create a negative impression.
4: The Message
Don’t try to get too technical with your landing pages main content. It needs to be clear and precise, with as little fluff and filler as possible. The more straightforward and easily understandable your landing page content, the more likely that it will work effectively. Focus primarily on the benefits that you are offering, and your landing page will be more effective.
5. Most Important – a form to capture information. It’s the data capture that turns the anonymous visitor on your page to a lead. They can only be a lead if you have at least a name and a way of contacting them such as email or mobile number. Data fed straight to your CRM is the goal and this is where your lead nurturing kicks in.
One of the best ways to increase form conversion rates is to simply NOT use the default word on your button: “SUBMIT.” Instead, turn the statement into a benefit that relates to what they are getting in return. For example, if the form is to download a brochure kit, the submit button should say, “Get Your Brochure Kit.”
TIP: Make the button big, bold and colorful. Make sure it looks like a button and appears “clickable”.
6: Contact Details
If you don’t have any confirmation that you are a real business, then you make it harder for readers to trust you. Many landing pages limit their contact info to an email address, but this is not enough. All consumers have their preferred way of communicating with businesses, and you need to tailor your contact details to suit those needs. Phone numbers, business addresses, social media links, and even live chat options should all be present on your landing pages.
7: Trust & Confidence
To gain further trust, always have your AFSL and ABN in the footer. Your landing page should always be HTTPS and you want the padlock to be displayed in the address bar. If you are a member of an industry body or organisation such as Steadfast or NIBA seek approval to display their logo in the footer.
8: Calls to Action
Your landing page should be designed to have a clear and measurable result. Whether that’s a sale, a social media follow, or something else, your calls to action (CTA) need to stand out and be very easy to understand. Remember to match your headline to your CTA so that you avoid confusion in your readers.
9: Think Social
Social media is both a blessing and a curse for businesses. It’s very easy to spend too much time working on social media marketing, but it’s also as important as ever. For your landing pages, it’s a good idea to have a variety of social sharing options. Don’t just stick to Facebook. Your readers will use a combination of social platforms, and you want to make it easier for them to share with the people that they want.
Landing pages are a critical component of your website, and they need to be tailored with a ‘less is more’ approach. Make sure that you have made use of the landing page best practices, and you will develop more leads, make more sales, and boost your brand authority.
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