Landing pages, or "lead capture pages," play an important role in lead conversion and sales. The goal of a landing page is simple: to encourage action from potential customers, either by capturing information or making a sale. Marketing emails, banner ads and text ads may all lead to a landing page.
Not all landing pages are created equally. A well-designed page directs leads further down the sales funnel, while poorly-designed pages only drive visitors off the site. Here are a few simple tips that can mean the difference between success and failure on your landing page .
One Page, One Task
A landing page may offer additional information about your product. It may provide opportunities for visitors to fill out forms that collect lead information. Or it may encourage visitors to make an immediate transaction. Whatever the case, a landing page should only do one thing at a time. Keep the page as focused as possible on your goal.
This means the page should have as few links as possible. Every external link you provide is a potential exit, distracting visitor from the task at hand. The only exception is the informational landing page; such pages take a long-term view of lead conversion, and as such can link to related content.
Some landing pages contain rambling masses of sales text, often in large fonts. Such sites are more likely to drive away customers than attract them. Remember that a landing page isn’t the beginning of your sales pitch; that happened on the website, banner ad or email. An effective landing page is simple and to the point, offering clear reasons for taking the next step in the sales process.
Landing page headlines ideally reflect the message you began when the visitor clicked on the page link. Maintaining a clear voice from the advertising email to the landing page keeps the visitor oriented and on track.
Remember as well that landing page content is not about your company; it's about the client, who doesn't care if you're the number one seo company in existence. Her interest in your company begins and ends with what you can do for her. Your marketing goal isn’t to convince her that you’re the best, but rather that you provide the best value for her needs.
Landing Page Forms
When the intent of a landing page is to capture lead information, make sure the lead has instant access to the form. Hiding the form at the bottom of the page discourages people from entering information. Instead, the form should be clearly visible in the upper part of the screen.
When asking for information, ask for the bare minimum needed to further the lead's journey down the sales funnel. Asking for too much personal information may make people question your motives, and long forms are less likely to be filled out. Short forms only asking for an email address are most likely to be filled in.