In today’s high traffic online world, it can be hard to stand out. Your website has to make a big impact in a very short period of time. But should you always be directing traffic only to your home page? No. Landing pages are great tools for your marketing team to leverage when you are covering different topics or services.
There are basically two types of stand-alone landing pages: click through and lead generating. Both are pages people “land” on after clicking a link from an outside source (a Google search, advertisement, email, etc.) and the purpose is to give more information and, ideally, convert them into customers by taking a specific action.
Let’s look specifically at how to use a custom-made lead generating landing page and the five key elements it needs to be effective:
(CTA) CALL TO ACTION:
Lead generating (or lead capture) is precisely what it sounds like. It’s a landing page that is meant to gather information from potential leads or prospects. This information is retrieved through some type of incentive exchange – give us your name and email address and we’ll give you something! Some examples are:
- Coupons (Get 20% off! Just enter your email address here.)
- Free eBooks (Download this free eBook! Enter your name and email address and we’ll send it to you.)
- Free webinars (We’ll show you how to do A, B & C. Just sign up with your phone number and email address.)
Starting to get the picture here? Basically, any incentive that benefits the consumer in some way or offers knowledge the person lacks – can (and should) be used.
LESS IS MORE:
Less is more when it comes to building a landing page. A recent study from Unbounce found that landing pages with longer word counts (800+) had a 33% lower median conversion rate than pages with shorter word counts (less than 200).
That makes a lot of sense if you think about it. Most people who make the effort to follow a link are usually looking for specific information that is quick to read and understand. If you bog them down with a bunch of industry jargon right from the get-go, they’re going to tune out quicker than a college freshman reading the Iliad and the Odyssey for English class.
Reserve the magnum opus for your home page (or that eBook you promised to give them in exchange for their personal information). You should also keep your language simple so you don’t exclude prospects who aren’t big readers.
CLEAR INTENTIONS:
An effective landing page will always make its intentions clear. No one likes to feel misled or tricked into handing over their personal information, so make sure it’s clear what happens when they give it to you (they get a coupon) and what you will do with it when you have it (send them more information about your product). Many social channels have strict rules around click-bait, meaning, don’t advertise something that doesn’t appear or isn’t covered on your landing page.
It’s also important that you only ask for what you need. If all you need is a name and email address, don’t ask for a phone number, address, etc. That’s a sure-fire way to scare them off. The fewer steps for them to take, the lower the barrier to entry.
CREDIBILITY:
People are careful with their trust these days thanks to all of the online scams out there. That’s why testimonials and press articles (“As seen in”) are so important. Pay close attention to your Google, Yelp and even Glassdoor reviews, and be sure to respond to them. This will even boost your ranking in Google search when you keep up with your Google Business reviews! Win-win.
Social media can also be important here, if prospects see that X-number of people have liked your business, or maybe someone they know likes your business, their confidence in your credibility will go way up. Remember, the more relevant and interesting content you post, the more organic engagement and followers you’ll gain. The content game is a long one, but well worth the benefits.
APPEARANCE:
A good-looking site is the last key element to creating a highly functional landing page that can consistently collect qualified leads. A cheap, fill-in-the-blank template that looks like it was pieced together in five minutes will send your bounce rate sky high.
The point is to keep people engaged so they will take the next step down your sales cycle. That means a clean, professionally made page that communicates exactly what you’re selling and won’t spook them with annoying pop-up ads or distasteful language and images. Be sure that the only call-to-action on your landing page is the one thing you want them to do. A best practice you’ll see used on high-performing landing pages is to remove the navigation so that your audience can’t click to go elsewhere. Make it easy on them to get what you’re offering!
Have more questions or need a consultation regarding your online presence and lead generating landing pages? Snapshot Interactive is always here to help.
