Building landing pages that convert is both a science and an art. You need to present information in a logical way with a visually inviting format—without selling too hard. Note easy, but not impossible either.
Here are 5 Tips for Landing Page Conversion Success:
- Get rid of the “Submit” button.
I know that the word “submit” is a clear denotation for what is happening when someone fills out a form on a landing page but tell me, what’s exciting about “submitting” anything? Ever? Nothing. So, don’t put it on your landing page forms.
Make your form button a place where you restate the value of what your prospects are getting when they fill out your form, i.e. “Get My White Paper Now” or “Send Me More Information”. Like Amazon’s “Buy with 1-Click” button, reminding people of what they are getting out of the transaction makes them much more likely to actually click.
2. Remove extraneous links.
With a homepage on a website, having a navigation bar along the top and links to recent blog posts along the side is probably a good idea. You want people to be able to find a wide range of information with ease. Your goal for landing pages should be different; a good rule of thumb is ‘one goal for one landing page’.
This means having a complex navigation bar and links on the side or in the text is a distraction from your overall goal. If your goal is to get people to sign up for a webinar, make that the only action available to them on the page and take away all other navigation. If your goal is to offer educational content, you can offer it in various mediums, just don’t also put a link for a webinar invite alongside your content offers.
3. State the value in the headline.
Headlines on landing pages are extremely important. The headline is usually the first thing the eye sees when they come to your landing page, so it needs to grab attention. Make the headline the place where you make the value of your landing page offer glaringly obvious. For example, use “5 Easy Steps to Build Your Own Lead Generation System” rather than “Download Our New Lead Generation White Paper”. The clearer you can make the value, the closer you are to having landing pages that convert.
4. Say less.
While you do want to make sure that the value you are offering is clearly stated, it does not need to be overstated. When describing your landing page offer, it is usually a good idea to offer short sentences and bullet points.
When people come to a landing page, they want to quickly determine whether or not to leave. While it is easy to quickly scan through bullet points, reading through long paragraphs takes time, and if I can’t find the information I want in ten seconds or less, I’m gone. If you need to explain your offer in sentences that’s fine, just use very short paragraphs and italics or bold for emphasis.
5. Make the form “pop”.
Landing pages should be highly visual, and it’s great to use graphics and pictures to grab attention and help tell a story. That being stated, you want to make sure that your visuals don’t distract from your overall goal: building landing pages that convert. To do this, make sure your landing page form stands out and is visually inviting. This can be done easily by making the form a different color, giving it a 3-D shadow, or changing the font.
A landing page is where your potential customer is sent after he or she clicks on one of your ads, an email, or a search engine result. A landing page can be your main website, your blog, a specific product page, etc. But, while it is possible to simply send someone to your homepage, it will be much more effective to create a specific landing page that is meant to match the link that was clicked on.
When people click on an advertisement, they are only willing to stay on the page they are sent to if that page contains further information that interests them. If you force people to look around for the information they want, they will leave your site before they even know who you are.
For this reason, landing pages are extremely important for B2B lead generation. Because landing pages are usually your first point of contact with new potential customers, you need to set up a well-designed and organized page that catches their interest.
The best way to make a successful lead generation landing page is to present information that is directly related to the ad, email link, or search engine result clicked on. This information can vary depending on the exact intent of the landing page, but you should always include a call to action, like a downloadable offer with lead capture form. Because you need to tailor your lead generation landing page to match your specific advertisement, this means that if you have multiple ads, you need multiple landing pages.
While it may be easier to send everyone to your homepage and have them go from there, this is not an effective sales approach. The more clicks it takes for people to find the information they are looking for, the more likely they are to leave your site altogether. It is therefore your job to make the information they want as easy to find as possible by making separate pages for each ad.
When designing landing pages, it is important to keep in mind that their intent is to push people along in the sales cycle. So, your lead generation landing pages should contain information and tools that will help this happen. You should design each page to give readers key information about only the product or service featured in the advertisement.
The goal of designing multiple landing pages for each advertisement is to simplify the process of giving and receiving information. By creating a separate page for each of your products or services, you make it easier for your customers to find the sales content they want and for you to get their contact information in return.
A landing page is where your prospect ends up after they have clicked on a link from a search engine or search engine ad. If you get someone to click on your website, that’s great. But, the goal at the end of the day is to convert and close deals, so if your landing page can’t do that, it isn’t worth much.
Your landing page has to be engaging enough that prospects want to stay long enough to get your full message. Graphics and a nice design will help, but the content is what keeps people interested.
Here are three tips for how to create a successful landing page for B2B Demand Generation:
- Have something to offer everyone.
If someone clicked on one of your links, it is likely they have interest in what you do. However, someone clicking on your link may not know much about your line of work, as they are very early in the buying cycle. Having broad and general educational content readily available will not only appease your prospects’ curiosity, it will increase the chances of those prospects coverting to sales qualified. For example, if you answer the question “What is Business Management Planning” for someone, they are likely to remember you when they realize they need that service themselves.
2. Be specific, too.
No, we aren’t contradicting ourselves; your landing pages need to be both broad and specific. Using the “above the fold/below the fold” format works well for us. Here is an example. While your early stage prospects need light educational content, some prospects are much closer to buying. You need to offer them something too.
As can be seen in our example, above the fold of the landing page is content that is more general. Below the fold are several tabs, each with a more specific subject. You can segment the tabs in many ways to further engage prospects and move them down the sales pipe. For example, you can have tabs that read, “How We’re Different,” “Success Stories,” and “Pricing”. Each of these tabs will help your prospects with their buying decision and simultaneously help you understand where they are in their buying cycle.
3. Tell people what to do.
The best way to get prospects to do what you want them to on your landing page is to just tell them. Do you want them to call you? Then say, “Call Today!” in big letters with your phone number. Do you want them to download something? Say, “Download this white paper to learn XYZ.” If you want them to educate themselves, say “For more educational content, click here.”
The simpler you make it for your prospects, the longer they will stay on your landing pages and the more they will like you. So, avoid the complex and flashy sales pitches and just say what you mean.
If you have any questions, please feel free to contact us.
Landing page design is all the rage for B2B demand generation tactics in 2013. However, having glitzy graphics or a colorful layout will only get you so far. What we have seen in our work as a B2B demand generation and sales and marketing outsourcing company is that the content of the page is much more important than what it looks like.
This blog gives some simple tips on how to craft persuasive and successful landing pages. If this content is a little too basic for your needs we invite you to check out our B2B Demand Generation Blog Topic area or our B2B Demand Generation Knowledge Center.
Five tips for creating landing pages for B2B demand generation:
- One landing page is NOT enough—each product, service or campaign you have should have a landing page to match. Marketing automation tools like Pardot can simplify this process.
- Match the content to the keywords—the landing page should be directly related to the link your prospect clicked on to get there. Do not make your customers search for what they want.
- Make your goal obvious—decide what you want your potential customer to do on each landing page, and then make it easy for them to do so. The goal should almost always be B2B demand generation of sales qualified leads.
- Keep it simple and transparent—do not overwhelm your visitor with a lot of different options or complex language. For example, say something like, “If you fill out this form, then we will send you a white paper about a specific topic.”
- Use keywords for SEO—for search optimization, you cannot overuse keywords (the keyword for this page is B2B demand generation). Using the right keywords in the right places will result in an SEO lift for your entire site.
For more information on building effective landing pages or B2B demand generation tactics, please visit our blog titled “The Importance of Landing Pages” or contact Gabriel Sales directly. For a quick overview of how Gabriel Sales creates and integrated inbound and outbound machine CLICK HERE to view our How To Build a B2B demand generation engine. To schedule an appointment for a free pipeline velocity review from Gabriel Sales, please click here.