Many business are familiar with standard landing pages. These types of web pages can range from About Us and Company History to Products/Services and Contact Us. But did you know that landing pages can be create to specifically generate leads?
Lead-generating landing pages are essential for ad campaign tracking, web traffic generation, and special offer delivery. But studies show that landing pages are commonly underutilized by brands. According to a report from MarketingSherpa, the top reason businesses don’t use landing pages is because their marketing department doesn’t know how to set them up or they are too overloaded. If the knowledge factor predicament sounds familiar, then you’re in luck! We’re breaking down how to build your own lead-generating landing page that converts.
“The top reason businesses don’t use landing pages is because their marketing department doesn’t know how to set them up or they are too overloaded.” – Marketing Sherpa
The first and most important thing you need to know about constructing lead-generating landing pages, is that they should have only one goal. Are you wanting visitors to claim a special offer such as a promo code or free ebook? Or maybe you’re wanting them to sign up for a webinar or watch a short video. No matter what type of lead magnet you’re offering, make sure there is only one purpose that the page is being created for. Below is an illustration highlighting the essential components to build your custom landing page.
#1. Remove Site Navigation
Your landing page should have no navigation at the top. The reason this component should be eliminated is for one simple reason – to avoid distraction. Remember, this page has one goal, which is to prompt visitors to take a single action. You don’t want visitors getting distracted with more options and not do what you want them to do.
#2. Craft a Consistent Headline
No matter whether you’re directing traffic to your landing page through banner ads, boosted social media posts or traditional print ads, consistency is key. Make sure your headline mirrors the copy in that specific ad so that the visitor knows that the two are linked.
#3. Include a clear and simple call-to-action
Almost as important as the headline is the call-to-action (or CTA for short). Whether it’s signing up for a webinar, submitting an email address for a free download or claiming a special promo code, make sure it’s super easy and simple to get the offer. Visitors will become frustrated if the process to sign up or claim an offer is too difficult or lengthy and may abandon the page altogether.
#4. Identical Imagery
Like the headline, any imagery used in the ads should subsequently be included on the landing page as well to maintain consistency. The image used should be eye-catching, crispy and relevant to the offer.
#5 & #6. Supportive and Persuasive Copy
This section of copy should address a problem the visitor is seeking an answer to, how your offer will benefit them, and explain why the person should sign up for or redeem your offer. It’s best to focus on the top three message points as to not overload the visitor with too much information but enough to pique their interest and prompt them to take the intended action.
By following these simple tips, your company will gain more qualified leads, attract new customers and help build your business. But if you’re still looking to boost your inbound marketing knowledge, give us a call and we’ll have our expert team of digital strategists evaluate your goals and see how we can help!