Landing pages are one of the most important elements of lead generation.
In fact, according to MarketingSherpa’s research, landing pages are effective for 94% of B2B and B2C companies.
The use of landing pages enables marketers to direct website visitors to targeted pages and capture leads at a much higher rate.
What’s great about landing pages is that they direct your visitors to one particular offer without the distractions of everything else on your website. Visitors are on a landing page for one and only purpose: to complete the lead capture form.
Elements of an Effective Landing Page
Landing pages, sometimes called a “Lead Capture Page,” are used to convert visitors into leads by completing a transaction or by collecting contact information from them. Landing pages consist of:
No Navigation
Once a visitor arrives at a landing page, it’s your job to keep them there. If there are links on the page to move about your website, it will distract the visitor and decrease the chance of them converting on the page.
One of the best ways to increase your landing page conversion rates is to simply remove the main navigation from the page.
So simplify the header on your landing pages. Remove all additional links including navigation, mobile hamburger, contact us, etc. Keep only your logo.
Match the Headline of the Landing Page to the Corresponding CTA
Keep your messaging consistent on both your CTA and the headline of the landing page. If people click on a link for a free offer and then find out there’s a catch on the landing page, you’ll instantly lose their trust.
Similarly, if the headline reads differently than the CTA, it might lead to confusion, and the visitor might wonder if the CTA is linked to the wrong page.
Less is More
I’m sure you’re aware of the rule “keep it simple, stupid.” The same applies to landing pages.
A cluttered page means a distracted visitor.
Be brief and to the point; it’s in the offer itself where you give more information. In addition to your headline, include a brief paragraph explaining what the offer is, followed by a few bullet points outlining the benefits of the offer.
Emphasize the Benefits of the Offer
Make it clear in your brief paragraph and/or bullet points what the benefits of the offer are. It’s more than just listing what the offer consists of; it takes a bit of spin. Instead of “Includes specifications of product XYZ,” say something like “Find out how XYZ can increase productivity by 50%.”
In other words, convey the value of your offer clearly and effectively.
More Landing Pages Equal More Leads
According to a marketing benchmarks report, companies see a 55% increase in leads by increasing landing pages from 10 to 15. The more content, offers, and landing pages you create, the more opportunities to generate more leads for your business.
You want to create landing pages for each of your specific lead magnets, marketing funnels, subscription forms, product offers, and any sales or discounts you currently have. Keep in mind, the more landing pages you create, the more targeted the traffic you’re sending to that page. Highly targeted traffic always equals more buyers.
Encourage Social Sharing
On your landing page, don’t forget to include buttons to enable your prospects to share content and offers.
Include multiple social media channels as well as email, since people have different sharing preferences.
When your offer is shared more, more people land on the page, and therefore more people fill out your form and become leads!
