Whether it’s touting an ebook, special offer, or specific product, a landing page essentially acts as an online elevator pitch. If done correctly, it possesses the ability to draw a visitor in and entice them to want to learn more, thus generating sales leads for your brand. If done poorly, you may lose them before you get halfway through your pitch. With this in mind, there are a number of key components to consider in the construction of a landing page that can help you successfully generate leads.
With the average person’s attention span coming in at a mere 8 seconds, it’s vital that your page grabs the visitor’s attention from the moment they land. A hero shot is arguably the most important part of a landing page. This shot is a compelling photo or video that quickly explains the offer in a way that persuades users to take action. When was the last time you read an article or a page on a website that didn’t have any visual aid? Probably never. That’s because a visual piece catches our attention. It provides a prelude of what’s to come. Need more convincing? Some studies say using a video on a landing page can increase conversions by 86 percent.
A landing page should never contain more than one offer. As we established, users are easily distracted, so your landing page needs to be interesting, yet direct. When developing the structure, remember to keep important information above the fold, or, above the page break. A landing page should always have a short, bold statement that briefly outlines the offer. However, many companies also choose to provide further information about their product or brand below the fold.
Two words here: message match. The link that brings a visitor to a landing page should match the actual landing page. While a somewhat deceptive link may lead to more page views, it doesn’t necessarily mean it will lead to more lead conversions. In fact, quite the opposite is true. If visitors feel misguided, they will probably exit before considering your call to action. Likewise, it’s also vital that your landing page aligns with your website. Although landing pages and full brand sites serve different purposes and present information differently, users should be able to easily connect the two. This both builds brand equity and maintains authenticity.
Offering testimonials or proof to back up claims made by a company is often seen as the cherry on top for costumers. It’s not the first thing visitors typically look for, but the reassurance customer endorsements or data points offer can often solidify the journey down the buyer funnel. When done right, customer testimonials have the power to increase a company’s conversions by an average of 68 percent.
The entire purpose of a landing page is (surprise) to generate leads. This is can only be achieved with a clear call to action. There are a lot of small ways to make it easy for users to convert. First, it’s important to keep your form simple with as few required fields as possible. An excessive amount can often feel like an invasion of privacy, so limit the fields to necessary information only. Use actionable words frequently: “get it now” or “download now” inspire action and are usually more successful than “download” or “submit.” Lastly, make sure the CTA form doesn’t blend in with the page. It should be featured prominently on the page, drawing the user’s attention as they make their way through the offer.
Despite its power as a lead-gen tool, the B2B world hasn’t quite tapped the full potential of the landing page. In fact, Marketing Sherpa states: “B2B marketers believe that getting landing pages built and tested is one of the top five challenges faced.” Don’t let this deter you from creating landing pages, simply keep in mind the audience, their interests, what your company has to offer, and these five must-dos and you’ll be off to a great start.