A landing page is a page on your website that is used to try to get a conversion. A conversion can be a download of an ebook, signup for a newsletter or even a purchase. It’s up to you, but whatever the conversion action is, it is your landing page’s responsibility to achieve it.
When you think of the definition of a landing page in this way, it makes it easier to see how to make your landing pages better so that you get more conversions. And conversions are the goal of any lead generation campaign. Without conversions, your lead generation campaign is just visitors.
Here’s how to maximize conversions with your landing pages.
Focus on getting the conversion by removing distractions
Make your landing page straightforward and focused on getting your lead generation conversion. Remove anything that gets your prospect to act to meet that goal. Social links, videos, links to other pages, and any other item that can take away focus on your goal should be removed.
When you’re running a lead generation campaign you are likely expending time and money to get people to your website, either through developing content for an organic campaign or by spending money running ads on Google or Facebook. So it is crucial that you are getting some lead conversions so that you have some ROI from your campaign.
Present a strong offer to your prospect
Does “contact us” excite you? Because it bores the hell out of me. You must make a strong offer to your prospect. A strong offer for your prospect has huge value to them, not to you. We like to use ebooks full of useful information that a prospect will be happy to give their contact information for.
You can create some content that has high value to your prospect and also helps you understand where they are in their buyer’s journey. If the content is helpful and educational about what you do and what problem you solve for your customers, and a prospect wants it, they are in the awareness stage and can be nurtured all the way to actual business for you.
This is crucial to a successful lead generation campaign.
Benefits, benefits, benefits
Your landing page needs to convey the benefits of your offer to your prospect. Your prospect MUST find these benefits very valuable or they will not give you their contact information. Your prospect realizes that their contact information is currency so they will not give it up easily.
Your landing page headline must clearly, directly and with much value explain what your offer will do for your prospect. You can also have some short text, again, with benefits for your prospect. You can also use bullet benefit points as well.
Keep your copy short and don’t forget to ask for the order.
Simplify your landing page form
Studies have proven that for every field you add to your landing page form you reduce your conversion rates. The idea is to use the lowest number of fields possible. Especially if you are offering an ebook or other for your first lead generation offer. This will get you the highest conversion rate at the top of your funnel. You will always lose people through the lead nurturing process so you want as high a number at the top as you can so that you have a decent number of sales-ready leads at the bottom.
You can always get the rest of the data you desire during the lead nurturing process. The impact on conversion of a first stage offer landing page asking for just an email address can be substantial.
Your landing page can make or break your lead generation campaign. If you need help with improving your landing page conversion rates, reach out to us (973) 770-4668.