How many times have you searched for something on Google or Yahoo, clicked on one of the offerings and found yourself on a page which suddenly doesn’t appear to contain what you were looking for? What did you do? Search for the item because it simply had to be there? Or hit the back button and abandon that website? When this happens to me, I not only leave the website but I remember it for future searches as offering irrelevant results. Damage done.
The purpose of all marketing activities is to generate sales and you have one chance when it comes to website visitors. With the Internet, and specifically websites, our lead generator is our landing page. Landing Pages, or Lead Capture Pages, direct visitors to one particular offer without the distraction of everything else on your website. In doing so, they provide you with essential contact information. It may seem wordy to say ‘lead generation landing pages’ but not all landing pages are lead generating, unfortunately. That’s why we are offering our top ten tips for successful landing pages.
Top ten tips for successful landing pages:
- Never use your homepage as a landing page. In fact, it is highly likely that you will need more than one landing page on your website. The reason for this is that the most effective landing pages, i.e. the ones that generate leads, are the pages that directly relate to the reason visitors clicked in the first place. Give them what they want and make it easy.
- Be useful and relevant – focus on what your target audience wants, use ‘you’ not ‘we’, include a phone number.
- Remove the clutter – you want visitors to do one thing when they arrive at your landing page, so make it obvious and easy. Don’t overcrowd a landing page with too many messages, visuals or navigation.
- Get to the point – no one wants to read realms on a landing page, you have already hooked them, now is the time to get them to take action.
- Be urgent, or else – Grab it now! Don’t lose out!
- Tell them why they need your product/service but keep it short – focus on benefits, address them directly
- Highlight your call to action – arrows, images, one but not all.
- Keep the Call to Action (CTA) above the fold.
- Search engine optimisation- it still applies so use those keywords.
- And monitor – see what works, amend what doesn’t, strengthen what does.