3 tips to help you convert more leads on your landing pages
Good landing pages can be the lifeblood of online marketing — a well constructed landing page can vastly improve the performance of Search Engine Marketing or Pay-Per -Click advertising, Search Engine Optimization, social media, direct mail or email campaigns.
Here are five easy tips for creating winning landing pages that will improve your online marketing conversion rates:
1. Less is more: Be concise and be specific — remember that oftentimes when a visitor arrives at a landing page it’s because they were responding to a particular campaign. Resist the urge to highlight multiple products or talk in broad terms about everything your firm does, everything your firm is capable of doing or your mission to change the marketplace. Provide only what your visitor needs to know to take action regarding a particular product/service/offer. That will usually consist of the following elements:
- A short but attention-grabbing main headline
- A strong visual
- A secondary headline if needed
- 2-3 short paragraphs and possibly a short bullet list
- A STRONG call to action
- A testimonial or other trust statement if a testimonial is unavailable
- A link to a short list of frequently asked questions
- A strong image — or even better — a video or SlideShare presentation to help tell the rest of the story
That’s it. Your landing page doesn’t have to be complicated, it doesn’t even have to be terribly pretty. But your landing page does need to get quickly to the point and you need to resist the natural urge to clutter it up with a lot of unnecessary information.
2. Have a STRONG and CLEAR call to action: The “call to action” is marketing-speak for, “What happens next?” Now that you have a qualified prospect sitting on this website, what do you want them to do?
Your visitor should instantly understand what the next step in the process is. The call to action should be the most visible, eye-catching element on the page (not your brand or your fancy stock photos) and should be large and bright in color — think red, orange or gold.
Your call to action should also use very clear and simple language like “Click here to get started” or “Download our free eBook today” or “Purchase today to save 20%.”
3. Fewer options = more conversions: One of the big learnings from the incredible book Made to Stick by Chip and Dan Heath was that the more choices we give someone, the less likely they are to move forward with any of the choices. We have just a few seconds to make an impression on any visitor coming to our landing page and we can increase our changes of a successful conversion by making the decision as easy as possible for them. Your landing page should focus on only ONE product, service or offer and there should be very few links or options outside of your main call to action.