Lead generation using landing pages on your website is important for the success of your business. To generate more leads, you need to understand what makes a great landing page. Effective landing pages can become lead magnets if you do them right. In this post we’ll be taking a look at how you can use landing pages for the best possible results.
Landing Page Basics
Technically, any page that your visitors arrive on when they click on a search result or PPC ad is a landing page. Often, this is your site’s home page or another regular page on your website. One mistake that many businesses make is neglecting to create specific landing pages for lead generation – and miss out on important leads.
Whilst your homepage might give your visitors a lot of information about you and what your business offers, these pages aren’t oriented towards lead generation. They don’t, for example, have a specific conversion goal, such as capturing a visitor’s email address. Regular pages on your website will also have numerous exit points – your navigation menu can take them to another page, or an ad you’re displaying can take them to another site.
Landing pages, on the other hand, focus specifically on lead generation. From a web design perspective, they have a very different layout compared to regular web pages. The best landing pages have a high conversion rate in terms of opt-ins that capture visitor data.
Why Landing Pages Matter
It can seem time consuming to have to create multiple landing pages, and you might wonder if it’s worth the effort. The short answer is yes. Because landing pages have a narrow and specific focus, and people generally arrive at them having clicked on an ad or other specific link, you get an audience who are already interested in the topic. You can’t target so narrowly with regular web pages.
Landing pages help you to demonstrate to potential customers that you can meet their expectations. If someone clicks on an ad that mentions social media marketing, for example, but arrives on a homepage that talks more generally about a digital agency offering web design, digital marketing, SEO and so on, their specific expectations won’t be met. A landing page that specifically focuses on social media marketing, however, does meet the visitor’s expectations.
Interestingly, landing pages also improve your SEO ranking. This is due to the fact that the content on landing pages tends to be what’s known as ‘evergreen’ content – content that’s relevant, and which Google values.
It’s important that your landing pages have a clear goal that you want your website visitors to complete. Because everything on the page is focused on guiding visitors toward that goal, they’re much more effective at converting than other types of pages. Ultimately, they’re crucial for lead generation and your business.
4 Key Ingredients of a Killer Landing Page
The goal of a landing page is to get the visitor to take action once they’re on your website. This isn’t as easy as it sounds. Often, bounce rates (the rate of people leaving your site after a short period of time without taking any kind of action) are relatively high. That means that you need to get creative in order to encourage people to stick around and take action. So, what makes a great landing page that is successful in its goal?
1) Grab Attention with An Effective Headline
It sounds obvious, but you have a very short period of time in which to capture your potential lead’s attention. The headline, therefore, needs to be short and powerful. If you get it wrong, then your visitor may well bounce right off your page. Get it right, and you’re one step closer to another lead.
Effective headlines are specific and make it clear what you’re offering your visitor. As long as you know your target audience and the way they think, it’s possible to create a headline that acts like a magnet for lead generation.
Effective Headline Tips
The best headlines on landing pages tend to do one (or more) of several things:
• Pose a question that your audience is concerned about
• Make a promise that your audience can’t resist
• Suggest a solution to a problem that your target visitor has
• Offer something that your visitors can’t possibly resist
2) Make A Lead Magnet Offer
Landing pages always need to offer something. People aren’t willing to give up their email address for nothing – they want you to give them something in return. Offering something that your audience finds valuable or can’t resist turns your landing page into a lead magnet. Sometimes this is described as an ‘ethical bribe’.
There are a variety of things that can be offered as lead magnets – what works best for your audience will depend on who they are and what their primary problem is. It’s vital that you have a full understanding of your specific targets, therefore. To offer them something that they consider valuable requires you to understand the way that they think.
Lead Magnet Tips
Creating content that acts as a lead magnet is a time investment, so you want to get it right first time. Consider what your audience will want. Some examples include:
• Downloadable content:
⁃ Case Studies
⁃ Cheat Sheets
• Webinars that visitors can sign up to attend
• Free trials
• Free consultations
• Time-limited discount offers
3) Engaging Landing Page Copy
There’s no set length for landing pages. Some people use long form landing pages, whilst others prefer shorter pages. It really depends on your target audience. You need to understand what your visitors are likely to respond best to. If you’re not sure which will work best, you could try split testing your landing pages to gauge the response.
Whether you choose long form or short form landing page copy, the biggest concern is to make your content engaging. That means that you need to make every word count. Your visitors are looking for a solution to a problem of some kind, so you need to ensure that you highlight how you can solve it. Your writing style is important here – the tone of voice, level of formality and so on will need to match with your audience’s preferences.
Tips for Engaging Copy
• You’re providing a solution to a problem, and whilst it can be tempting to spend time explaining features, your visitors are more concerned with benefits. Focus on how what you’re offering benefits them.
• Keep it simple and clear. Complicating your landing page will reduce your conversion rate, not increase it!
• Make your copy relevant and relatable to your audience by putting yourself in their shoes when you’re writing.
4) The Power of Social Proof
Key to getting leads through your landing page is getting your potential leads to trust you. Trust is the key to future sales, and it’s important that you’re able to establish this trust early in the sales funnel. Social proof is an excellent way of generating trust.
Social proof demonstrates that other people trust your company. For example, if you have fifty thousand subscribers, that suggests that others view your business as trustworthy and valuable to them. Similarly, testimonials from clients who have had success by using your lead magnet content can encourage people to take action.
Tips for Leveraging Social Proof
Types of social proof that are highly effective in terms of trust building on landing pages include:
• Follower/Subscriber numbers
• Case Studies
Landing pages are excellent lead generation tools, but to gain the best results from them, you need to know your target audience well. Time investment in creating effective landing pages can really pay off in the long term. Web designers can help you to craft the best possible landing pages for your business if you’re not confident about building your own.
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