Before you convert a visitor to a lead, or close a lead into a customer, you have to build effective landing pages. After all, you will use these pages to catalyze the conversion process.
What's a landing page? Well, according to Hubspot, it's "any page on the web on which one might land that 1) has a form and 2) exists solely to capture a visitor's information through that form." In other words, all landing pages are web pages, but not all web pages are landing pages.
Think of a landing page as the welcome mat for your great content offer. It sets the tone for the rest of your visitor's experience and provides information about the offer: specific, details about how the offer addresses their pain point or problem, and why this information will benefit your visitor. It also provides a form to capture your visitor's information in exchange for offer fulfillment.
Learn how to create a landing page in 5 easy steps:
Step 1: Remove All Distractions
The most effective landing pages are concise, to the point, and contain no website navigation or any other unnecessary distractions.
You only want to provide explanatory copy and a simple form so the page is completely optimized to capture a visitor's information.
Keep your images, offers and calls-to-action down to just one apiece. Doing so will narrow the focus of your page, and improve conversions. Here's a good example of a simple, streamlined landing page:
Step 2: Only Include One Offer
Again, it's important to emphasize only one offer with only one call-to-action.
Hubspot: "Your landing page should have one, and only one, intended action in mind. More calls-to-action means more confusion for the prospect, so make it as clear as possible for your prospects what it is that you want them to do."
Items to include on your landing page:
- A headline and (optional) sub-headline
- A brief description of the offer that clearly emphasizes its value
- At least one supporting image
- (Optional) supporting elements such as testimonials or security badges
- And most importantly, a form to capture visitors' information
Step 2: Keep the Copy Concise
You have about 5 seconds to capture your visitor's attention before they leave the landing page! Start off with a bang by including an attention-grabbing headline.
Remember that your visitor will most likely scan the copy, not read it all. Try to create a small paragraph of explanatory text (one line or two is best), and include a bulleted list of benefits that visitors can easily scan. The easier you make if for your visitor to consume your content quickly, the more likely you are to:
- capture their attention
- develop their interest in your offer
- convert your visitor to a lead via the form
Step 3: Don't Require Too Much Info
The form is the conversion point for your entire landing page. Don't blow it by asking for too much visitor information!
If your visitor wasn't too distracted by your landing page copy, CTAs or site navigation, they might have actually absorbed the main points of your offer and shown interest by beginning to fill out the form... Hopefully, you haven't required too much information, especially sensitive information, like email addresses or phone numbers.
Step 4: Make Sure the Page Loads Quickly
- 40% of consumers abandon web pages that take more than 3 seconds to load
- 79% of shoppers who are dissatisfied with their website performance are less likely shop there again
Keep you visitors engaged - crunch that image size and make sure your pages load quickly and effortlessly in a variety of browsers, as well as mobile and tablet.
Step 5: Encourage Social Sharing
Think about the social platforms your visitors will likely be using, and provide buttons for social sharing on your landing pages. This will allow them to spread the word about your great content offer! Also, it helps to include an email forwarding button, as well, to maximize share opportunities.
Remember this Hubspot tip: Even if your social media contacts never buy from you, there's always a possibility that someone in their personal network will!
Now, go create a landing page that really converts!
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