Building a landing page that yields results Landing pages are often a potential customer’s first good look at your message. It is generally a specific page on a website that was created for visitors referred from marketing campaigns that are designed to achieve a certain marketing outcome. Most typically, the outcome is conversion to action – typically, data capture, where a site visitor is asked to fill in an online form to generate a marketing lead.
It’s important that the look of the page is consistent with your website and that your message or action you would like the customer to perform is clear. Here are five quick tips to build an effective landing page that generates results.
- Focus the entire landing page on a specific campaign message, with a single primary call to action. Keep the offer the focus of the page. Do not include any non-relevant information on this landing page; it should be specific to the offer or the action you would like the customer to complete.
- Aim for fewer form elements: Think of gathering information from a potential customer not as an event but as a process. Keep it more about them and less about you gathering every detail about your new potential customer. The idea is to ease into a relationship with your prospective customers — you do not want to startle them or to put them on edge by asking too many questions. The sweet spot for form elements, for me as a user, is three to five fields. Landing-page forms will usually need a name, an e-mail address or phone number, and one detailed piece of information on the customer that is specific to the landing-page topic.
- Use compelling words on “Submit” buttons: Specific and benefit-oriented wording, such as “Get a free, no-obligation quote now” or “Submit for your free …”, tends to convert better than “click here” or using a “Submit” button. Be creative in grabbing the attention of the customer; let them know how important it is to you to obtain a little information about them. Make your customer feel valued – and give them specific, relevant information about your product – and you are well on your way to gaining both their trust in your product and their information.
- Make it clear why people are filling out your form – a free estimate, discounted service call, or specific information or coupons that they can gain by giving their contact information. Make it all about the customer and what your product can do for them. Focus on the value that the customer will be receiving by giving their information to you.
- Keep the landing page static: You don’t want links to click on in the landing page; they will distract your user from filling out the form. Keep all of the information and focus on completing the task of filling out the form. Once the form is filled out, you can then offer links to coupons, links back to the home page, and other offers in the “thank you” landing page.
Great landing pages weren’t born that way. The best landing pages go through extensive testing, so make sure that you take the time to test your landing pages before they launch. Keep the offer, and the customer, the focus on your landing-page creation and you will be on your way to achieving positive results from your marketing campaigns.
written by: Courtney Ricks