Landing pages are effective for capturing the traffic coming to your website and converting those users into leads. No matter what industry you are in, the goal of any landing page is to help users take action. Here are some tips to help you turn more page visitors into leads.
Design Your Landing Page with Conversions in Mind
There are several critical elements needed to create an effective landing page. These pages should consist of several elements, call to action, branding, visuals, and testimonials.
Simple Call to Action
Whether your call to action is to submit a form or make a phone call, make it easy for your website visitors to comprehend. One simple way to do this is by placing your form at the top of the page. If you’d rather keep your form at the bottom of the page, create an anchor button to take users directly to the form. For those complex lead generation campaigns that need a little more information on the landing page and require a phone call as the main call to action, consider adding blocks throughout the page with your contact phone number. That way, your call to action is always visible even while users are gathering information.
One of the most important elements of a landing page is your branding. Your business name and logo should be obvious from the first point that users land on your page. It’s also important to ensure your branding colors and fonts match with the rest of your marketing. Typically, landing pages that do not have these brand elements can come off as spammy and deter users from staying on the page and taking action.
Images and videos are essential for a landing page that converts. When users come to your site, they want to instantly see who you are and what action you want them to take. Using short intro or explainer videos at the top of your page can help get your point across quickly. Even graphics can help convey the main bullets of your lead generation campaign more quickly, especially if your service or product requires more explanation. Consider including images of the team prospects could be working with in your landing page visuals as well. It’s a simple way to personalize the web page and introduce new clients to the people they will be working with.
Credibility is extremely important, especially if your site visitor is meeting you for the first time. Adding short client testimonials or even logos of the businesses you’ve worked with can help build trust among these visitors. This is also an area where you can display images of your team in action with clients and help personalize a prospect’s experience even further.
Test and Analyze Your Landing Page
Once you’ve created your landing page, it’s crucial that you test and analyze its performance. This can be done by A/B testing multiple versions of your landing page, tracking user behavior through Google Analytics and heatmaps, and evaluating the quality of the leads you are receiving. Testing and analyzing behavior and conversion metrics on your page with a portion of your audience is a great way to make changes quickly and enhance the overall quality of your campaign. Through this process, you will be able to determine the most effective elements of your landing page and modify the design, if needed, to increase the quality and quantity of your conversions.
Stay in Contact After Conversion
Communication after a prospect converts can be easily overlooked. During your campaign, you can feel hyper-focused on getting users to complete a form or make a phone. As a result, you can miss the opportunity to provide users with additional information about your business, resources about the industry, or help answer questions before your team can reach out to them. This post-conversion communication can happen through things like email drip sequences. Once a user takes action on the page, consider adding them into a small email series that provides additional resources like blogs, testimonials, and case studies. While they are waiting to hear back from your sales team, your email series can reinforce their decision to choose your business and see why others have continued to work with you.
Creating a landing page that converts is a key element in lead generation campaigns. An effective page with the proper elements can help increase the quality of your leads, help you be found by a larger audience, and get you the best results for your marketing efforts.
48% of top landing pages ranked in Google Maps and organic search query results
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