People are currently spending more time online and there are countless challenges to get their attention when they come to your site. Then, when you do have their attention the next step is getting them to input their information. Landing pages aren’t always the most popular input forms, but they can accelerate your generation efforts through effective design, text, and well thought out acquisition strategies.
Landing pages optimised for your website need to turn leads into potential customers. An analogy is to think of your website like a shop window. A good landing page is a display window that welcomes customers by eliminating confusion and improving visibility. It is here where you place your very best products to encourage the visitor to come on in and explore your shop further.
Here are four ways to optimize your website’s landing page for lead generation:
- Write succinct text that conveys your values.
To inspire the best results, landing pages should convey your offer quickly and easily, whether it’s a virtual webinar, templates or a guide. A well-constructed landing page needs to tell the visitor exactly what the reward is, how they will gain it and the information they need to input to receive it. It’s important to think about your typical customer when creating your copy as the first impression of your business comes from your landing page. In particular, ensure transparency by providing clear and complete information in advance such as any additional fees.
- Involve customers with video
If a photograph is worth a thousand words then a video is worth a million! You can attract attention and improve conversion rates by adding compelling images and videos to your landing page. Many of the top landing pages contain video content. Keep in mind that images and videos need to be relevant to the call-to-action (CTA) otherwise it can cause confusion.
- Add a clear CTA and limit navigation.
The purpose of the landing page is to provide potential customers with the information they need in exchange for content or offers. Page navigation should be minimal and encourage clear action so that customers can quickly see the value of offers and products on the page. Actions such as “enter here”, “sign up”, “download”, or a related call-to-action situated at the top, centre, or bottom of the landing page can lead to more conversions because the audience doesn’t have to search for the next step.
- Create a procurement strategy for your landing page
Successful landing page strategies include a variety of pages that target a specific audience, each with the audience’s motivation in mind throughout the page layout. You can also improve your ad ranking by improving the relevance of your landing page to different audiences. The better your page experience, the more likely your ad will be displayed. One way to optimize your landing page strategy is to use Google Ads campaigns. You can see lead performance by measuring key metrics, entering offline conversions to understand lead totals, and using customer matches to compose landing page messages.
