A landing page is the online equivalent of your sales team. It can’t interact with a prospect in the same way as a human salesperson but its up there 24/7 so it has to be succinct and focused on providing what your persona needs at each stage of the buyers journey.
Landing pages should be designed with one thing in mind and that’s to convert your website visitors into leads and you should have a separate landing page for every offer.
The composite of a great landing page should consider the following:
A compelling headline
When you browse the web you’re not reading, you’re scanning the page. Whether you click on an article or ignore it is mostly down to the headline, you find it interesting, intriguing, quirky, relevant and you click on it. So bear that in mind when you write your own headline but make sure it’s related to the main content.
The value proposition (targeted at your personas)
Before anyone clicks on anything they’ll consider “what’s in it for me”. By understanding your audience you’ll be able to cater for their needs and wants and create great content that you know they’ll find valuable. Remember, it’s not content for contents sake, if you expect a searcher to give up any of their personal information there has to be a perceived value exchange. Make sure you know what that is.
Remember the scanners, keep your content clear and concise. Bullet points make the key points stand out, don’t be afraid of white space.
Number of fields in the contact form
There is a direct correlation between the number of fields you ask people to fill in and the number of downloads achieved. Keep it simple, if all you need is an email address and a first name or even company name then just ask for those. I don’t recommend asking for a telephone number at this stage.
Remove navigation and links
The focus is on a conversion, if you’ve managed to persuade a visitor to clickthrough to your landing page, you don’t want to lose them. Removing navigation and links helps concentrate the mind on the task at hand without any distractions. If they change their mind there’s always the back button.
Social share buttons
If visitors like what the see they may want to share this information with their own networks, make it easy for them by adding social share icons to the page.
Back in the day there was an expression that went “nobody ever got sacked by buying from IBM”. The point is that at every decision point there is a perceived element of risk. Your job is to minimize that risk in the mind of the visitor. By adding testimonials from people or companies who have enjoyed your content and would recommend it, you increase the chance of a conversion.
Research has shown that embedding a short video onto your landing page can increase the percentage of downloads by anything between 14% and 85%.
The thank you page
It would be easy to just provide the downloaded content and move on to the next task but while you have an engagement with your prospective future client it makes sense to try to encourage additional interaction. This can be done through the thank you page.
The thank you page fulfills a number of criteria, it:
- Delivers the offer
- Helps guide users to the next stage by offering up the option to register for your blog or regular email newsletter
- Offers an additional opportunity to engage and share through the inclusion of social share icons
- And of course allows you to thank the person for downloading your content with a personal message that could offer an invitation to get in touch if help is required
Having a thank you page is also a useful way of setting up Google Analytics to measure this as a goal or an event, thus counting the number of downloads achieved.
Key tip: Ensure you have a separate landing page for each event. Make sure you link visitors to the most appropriate page, do not direct your visitors to your home page.
For a more detailed explanation of how to get more from your marketing activities, read the ebook: 6 Stages To Inbound Marketing Success.
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