As one of the most important elements for lead generation, landing pages are widely underutilized. Most businesses prefer to go for the homepage, which is the first impression a visitor will have of your site. However, a landing page is a must-have as it offers a platform for converting greater percentages of visitors into leads. Not sure where to start? We’ve rounded up some few key items that make up a successful landing page.
- A killer headline
- A brief description of the offer
- At least one image
- A form to capture contact information
Of course, it’s more than just looks. There are a few other things that you should keep in mind when designing a landing page.
Remove the Navigation
A landing page is used for one purpose: prompting visitors to take an action. Because of this, you will want to keep them on the page for as long as possible. This means removing the navigation menu until the visitor reaches the next page. If they are given the option to click another link, you risk losing their attention.
Keep It Simple
While a homepage (occasionally) contains a large amount of information, a landing page should be kept to the bare minimum. As long as you include the four points above, there’s no need to overwhelm your visitors. The use of white space, bold font and bullets will also lead to a page that is easier to digest.
Keep the Messaging Consistent
If you are directing visitors from an ad, email or CTA, you should keep the same messaging throughout. An email that says “Download Our Media Kit” or “Start Your Free Trial” should link to a landing page that contains that same information in the headline. Otherwise, you risk the losing the visitor out of fear they are in the wrong place.
The Value of the Form
When you set up the form to capture the information, think about how it should reflect the value of the document or trial. A simple document (such as a media kit) may only require a name, email and company name. A product trial may be more advanced and ask for those things, plus company revenue, job title, phone number and more. Ask yourself this: how much are you willing to give the document or demo up for?
Along those lines, we suggest that you stray away from using “submit” as the button text. Try something more specific such as “Download Now” or “Join our Mailing List.” The “Thank You” page that follows should always contain text that is specific and tells the visitor when they should be expecting the information. Avoid “a representative will be in touch soon” and shoot for something like “you will hear from us within the next hour.” The Thank You page should also contain the website navigation so the visitor can continue browsing.