There is no doubt that landing pages and lead capture forms that come with them – they are two of the most important elements of leading generation. Without them, marketers would be much more limited in their ability to convert website visitors into leads, and also generate converts. This is because landing pages allow us to direct site visitors to better targeted pages that have the ability to capture leads at a much higher rate than forms on other web pages. Landing pages also focus your visitors’ attention on a particular offer, limiting distractions from everything else on your website. Visitors are on a landing page with only one purpose: to get an offer by filling out a lead capture form. But converting visitors to leads, even with landing pages, is much easier said than done. In fact, there are quite a few best practices that every marketer should consider when setting up and optimizing landing pages. So to keep you on track, here is the list of landing page suggestions, pulled from our most recent e-book, Top 30 Lead Generation Tips, Tricks, and Ideas.
<h2>13 landing page tips</h2> Include all the critical elements of an effective landing page. Delete the main navigation. Match the landing page title to its corresponding CTA. Remember: less is more. Emphasize the value of the offer. Encourage social sharing. Create more landing pages to generate more leads. Request only the information you really need. Consider whether or not to ship? Reduce anxiety with test items. Make the form appear shorter. Include rich media on your landing pages. Pay attention to the copy.
1. Include all the critical elements of an effective landing page.
Landing pages, sometimes also called “lead capture pages,” are used to convert visitors into leads by completing a transaction or collecting contact information from them. For these transactions to happen, it is vitally important that your landing pages consist of the following components: A title and subtitle (optional) A short description of the offer that clearly emphasizes its value At least one supporting image (Optional) Supporting elements such as testimonials or security badges And most importantly, a form to capture the information of the visitors
2. Delete the main navigation.
Once a visitor lands on a landing page, it’s your job to keep them there. So if there are links on the page that allow visitors to move around your website, you run the risk of distracting them, creating friction on lead generation and increasing the chance of them leaving the page before even converting. . And let’s face it: no reputable salesperson wants that. One of the best ways to reduce this friction and increase your landing page conversion rates is to simply remove the main navigation from the page. Simple as that!
3. Match the landing page title to its corresponding CTA.
Keep your message consistent both in your call to action (CTA) and the title of the landing page. If people click on a call-to-action to get a free offer and discover there’s a landing page cheat, they’ll instantly lose their confidence. Similarly, if the title reads differently than the call to action, it could lead to confusion and the visitor might wonder if the call to action is linked to the wrong page. Eliminate all the confusion and make sure your landing page consistently reflects what you promised in your call to action, and vice versa.
4. Remember: less is more.
Many of you probably know the phrase “keep it simple, stupid.” Apply that same philosophy to your landing pages. A cluttered page generally results in a distracted, confused, and / or overwhelmed visitor. Talk about landing page friction! Instead, embrace the blankand keep text and images on the page simple and to the point.
5. Emphasize the value of the offer.
Highlight the benefits of the offer with a short paragraph or a few bullet points. The best landing page description offers more than a list of what the offer comprises; it also clearly highlights the value of the offer and gives visitors a compelling incentive to download. For example, instead of “Includes XYZ product specifications,” say something like “Find out how XYZ can increase productivity by 50%.” In other words, emphasize how the offering addresses a specific problem, need, or interest that interests your target audience.
6. Encourage social sharing.
Don’t forget to include social media share buttons that allow potential customers to evangelize your content and offers. To limit clutter, just make sure to only include buttons for the social platforms your audience uses. And don’t forget to add an email forwarding option, as people have different preferences for sharing. Keep in mind that even if your social media contacts never buy from you, there is always a chance that someone on your personal network will.
7. Create more landing pages to generate more leads.
According to HubSpot Marketing comparison report, businesses see a 55% increase in leads when they increase the number of landing pages from 10 to 15. The bottom line is simple: the more content, offers and landing pages you create, the more opportunities you have to generate leads for your business. More landing pages also often mean more targeted content that better appeals to your diverse buyers, which can help increase your conversion rates. To increase the number of landing pages you have on your site, invest in an easy-to-use landing page builder tool, create more offers, modify the offers you already have to cater to individual people, and repurpose the content you already have. . In fact, we elaborated on all of the above in this blog post on why you (yes, you) need to create more landing pages.
8. Request only the information you really need.
You may be wondering how much or little information you should require on your forms. There is no magic answer to this, but the best balance is gathering only the information that you really need to qualify leads. In general, the fewer fields you have on a form, the higher the conversion rate. This is because with each new field you add to a form, you create more work for the visitor, and therefore fewer conversions. A longer form seems like more work and will often be avoided entirely. On the other hand, the more fields you require, the more likely the quality of those leads will be, because they thought your offer was valuable enough to justify filling in a form. Basically, the best way to determine which form length works best for your business is to test it yourself.
9. Consider whether to “Send or not send?”
That’s the question most of your visitors are probably asking. That is why a simple but effective way to increase form conversion rates is to avoid using the default word “Submit” on your form button. If you think about it, nobody wants to “submit” to anything. Instead, turn the statement into a benefit that relates to what potential customers will get in return. For example, if the form is for downloading a brochure package, the submit button should say “Get your brochure package.” Other examples include “Download the whitepaper,” “Get your free e-book,” or “Sign up for our newsletter.” Here’s another helpful tip: make the button big, bold, and colorful, and make sure it looks like a button, which is usually beveled and looks “clickable.”
10. Reduce anxiety with test items.
11. Make the form appear shorter.
Sometimes people don’t fill out a form just because it seems long and time consuming. If your form requires many fields, try to make the form appear shorter by adjusting its style. For example, reduce the space between fields or align the titles to the left of each field rather than above it to make the form appear shorter. If the form takes up less space on the page, it may appear to be asking for less. And whenever possible, implement Smart fields – dynamic form fields that automatically adjust to a shortened version if a visitor has already been entered into your marketing database. In this day and age, one of the ways to make your landing pages stand out is to include rich media, for example you can have moving GIFs, videos, and interactive images. While design isn’t necessarily the most important component of a landing page, it’s important that your design helps your landing pages stand out. The goal is to entice the user to feel compelled to download your content offering. Design can help with this. The most critical component of your landing pages is having a copy that inspires users to download your offering. How do you do this? Well, the best way is to write a copy that is addressed to you. This means that your target market should feel like they could have written the copy themselves. When your target market feels you understand your issues, they are more likely to download your offer. Editor’s Note: This post was originally published in December 2012 and has been updated for completeness.