Your website is probably the best lead generation tool for your business, but you are probably throwing away potential clients if you only direct pay-per-click and email marketing traffic to your home page. Instead, send them to a targeted landing page, and you will improve your marketing ROI.
If you’re not familiar with the term, landing pages are web pages that capture information about your visitors with a lead form. The best way to use lead pages is to set up a unique page for each offer, so traffic from an ad promoting an upcoming webinar or just published ebook should have its own landing page.
Landing pages are useful because they let you target your audience, present them with a relevant offer, and convert more of your website visitors into leads. If you tweet about a free trial offer for your product, sending people to your home page without being clear about what to do next will lead to confusion – and they will abandon your website. When you send them directly to a landing page and ask them to complete a form, you have a great lead generation tool at your disposal.
How to Build a Landing Page
1. The Headline: Create a headline that is short and clear, so readers understand your offer in less than five seconds. A good headline tells the reader what the offer is, along with any additional information you can fit in, such as it’s free or for a limited time only.
2. Page Content: Use the body of your landing page to clearly state the benefits of receiving your offer in a three or four bulleted or numbered list.
3. Meta Description: Include targeted keywords in the meta description (the text snippet that describes your web page) to help both people and search engines understand your offer.
4. Share Buttons: When your visitors download your offer, encourage them to share it with their friends on social networks like Facebook and Twitter.
5. Hidden Navigation: To keep visitors on your landing page, remove all navigation and links to the rest of your site to ensure that the only action they can take is filling out your form and receiving your offer.
6. The Form: Your goal is to collect enough information to contact and qualify the lead, so include questions that help you determine how strong the lead is. Also be sure the button visitors click to receive your offer uses action words for a strong call-to-action, e.g., “Download Your E-book Now” or “Reserve Your Seat at the Webinar.”
7. Thank-You Page: Once they have taken action, send visitors to a thank-you page where you can suggest next steps. You can bring back your website’s navigation and encourage them to check out other parts of your website, or add calls-to-action such as “Find us on Facebook” or “Read our latest blog post.”
8. Review: Before making your landing page live, test it to make sure it works.
Doing A/B testing and monitoring Google Analytics will ensure your lead generation strategy is working – and it is the best way to increase your conversion rates.
Here are 3 easy steps to take:
1. A/B Testing: Try out two different versions (A and B) of your landing page to see which converts more visitors to leads. You can change multiple variables, such as wording, call-to-action, length of lead form, qualifying questions, graphics, etc.
2. Monitor: Consult your Google Analytics account on a daily basis to determine which page performs better. Look at bounce rate (meaning, they land on the page, but leave instead of completing and submitting the form), how many leads you are capturing with each page, how many click-throughs to other parts of your website you are getting, what pages they visit, how long they stay on the page, and what other actions they take, like signing up for your newsletter, subscribing to your blog, downloading other white papers, etc.
3. Tweak: Based on these results, you can choose which landing page to keep – and how to tweak it. For example if version A produces more leads, but visitors click through to your website more often on version B’s thank you page, replace version A’s thank you page with version B’s.
By following these simple web design steps and keeping a mindful eye on your analytics, you will be well on your way to driving traffic to the most effective and relevant areas you want your leads to go and increase conversion rates while doing it!
- Build an Effective Landing Page for Lead Generation - April 21, 2012