You have your marketing campaign all set up: you’ve got your blog, your call-to-action, but it just doesn’t seem like that many people are downloading your offer and you’re not sure what to do next.
If this is the case, you might need to look at your landing page. Your landing page might be turning visitors off for one reason or another.
Here is a checklist of items to keep in mind when creating your landing page that are sure to take it to the next level:
Get to the point and then state it clearly.
People in general have very short attention spans, so you need your landing page to have a clear message that is easy to find and read.
Your landing page needs to highlight the value of whatever it is that you are offering, and how this offer will benefit your visitor. Easy-to-read bullet points and clear headlines are a few ways you can accomplish this.
2. Prominent call-to-action.
The call-to-action button on your landing page should really stand out.
Since you are encouraging your visitors to click on that button and fill out information, it should be easy to find. Using complementary colors on the page itself and then a contrasting color for the button is a sure way to draw your visitor’s eye to that spot.
Always keep your brand logo on every page.
Your visitors should always know exactly where they are. The logo doesn’t have to be the focal point on each page, but it should be placed on each page so visitors recognize the page as being associated with your business.
This is especially important when visitors come to your landing page from external sources such as social media platforms. A logo will help orient your visitor to your site page.
3. Clean Design
You want a visually appealing landing page - not cluttered.
Having too many images on your landing page will not be helping your conversion process at all. In fact, it actually distracts the reader from the main goal of the page. Plus, too many images will increase the load time of that page and that could be another deterrent to your visitors.
This is especially important when visitors come to your landing page from external sources such as social media platforms.
4. Proper formatting.
Visual appeal leads to conversions.
Another part of your landing page being visually appealing is the format - something that should definitely not be underestimated.
Having a neat structure to your page such as the layout of the copy, images, headlines, etc. will help highlight your offer, and more importantly, set you up for conversion success.
5. Give them proof.
People like to see proof of claims, so add social proof to your landing pages.
Adding proof of claims adds credibility and therefore conversions. Anything from case studies to testimonials, or even social media comments from someone who has downloaded and used your offer.
Data that shows how many people have already downloaded your offer gives great credibility as well.
6. Consistency is key.
Layout has #1 impact on a site's performance.
Studies have shown that page layout came out as number one for impact on a site’s performance. This is because elements that alter the look of a page make it hard for visitors to navigate, and people don’t want to be lost on your webpage.
While it is important to consistently check your landing pages to increase your conversions, it is also just as important to not make any radical changes to it.
So get to it! Landing pages are the heart of your lead generation. Go take a second look at your landing pages and see what changes need to be made.