An old, overused proverb says that all roads lead to Rome. As a digital marketer, I often visualize all digital roads leading to my landing page. There are various ways in which you can drive visitors to your landing page: social media posts & ads, PPC, organic SEO, and more. By using responsive web design, you can target a greater number of visitors.
But, the challenge is to convert visitors into leads. How to get leads? There are two primary areas of focus. One is to get more visitors, and there other is get better reaction from the visitors. So, if you are getting one lead per 500 visitors, your next goal may be to get one lead per 100 visitors.
Crafting the perfect landing page can help you get more leads per visitors. If your landing page is not calibrated for lead generation, you are reducing the impact of all your digital marketing efforts. If you want to get more from your SEO, SMO and PPC campaign, keep the following points in mind and design a powerful lead generation machine.
You know what a landing page is, but take a moment to consider the landing page in the light of your own digital marketing strategy: it is the backbone of all your online marketing campaigns. It is the advertisement to your services, products or resources, and you put in a lot of effort for driving people to this page.
The exact design of your landing page will depend on the customer profile and your goals, but optimizing the following elements will help you get more leads.
Irrespective of the type of content, writing powerful headlines is a must. People who are simply browsing the page quickly can be hooked through the proper use of words in the title. You need a headline that gives the customers a good reason to read ahead. Your offer should be simple, direct and attractive, and the reader should be able to read it in two seconds.
But, at the same time, you need to make sure that you have used the right keywords in the title. The idea should be relevant to users, whether they have come from a link on a social post, or whether they have come from a PPC campaign. It is also prudent to test a few different titles through A/B testing and focus on the one that works the best.
Clarity and frequency matter. The call-to-action button should always be visible on the page, no matter how deeply the visitors scroll. In case the landing page is the final step of your funnel, you may not want the visitor to go to some other page to fill up a form. In that case, the call-to-action button or link should lead the visitor to the form on the landing page itself.
People have different reactions to the size, color and shape of the call-to-action button. Design a few buttons on that seem suitable to your product or services, keeping in mind the potential expectation of your customers. Test them, and try to find a button that is most likely to be clicked.
While it is advisable to create an attractive button, you can also have links within the content on the landing page that take people to the form. This tactic is especially suitable to lengthy landing pages that have too many details in text form.
For most landing pages, the filling of the form field is the goal and counts as lead. One of the cardinal rules for landing page forms: make it easy to fill. People hate long web forms, and by making yours as simple and short, you improve the chances of visitors filling it up.
Let the form have only the most important fields. In case you have to have more information, leave it for a later stage. If a long web form on the landing page is unavoidable, use validation to make it easier for people to fill up.
It is a cliché: you just have a few seconds to impress the visitor. Not only do you need to impress and interest the visitor, but you need to make him feel comfortable at the same time. You need to build trust in a few seconds. A professional design for the landing page will help with this, but more is needed.
You need to place logos or symbols that demonstrate your capabilities. Making tall claims in landing pages is mandatory, and the readers expect it. But, they take all you say with a big pinch of salt. By showcasing your certifications, affiliations, partnerships, awards and other symbols that the targeted audience can readily recognize and relate to, you build trust in a second.
Simply optimizing the above elements will help you get more conversions from your landing page. But, you need the willingness and eagerness to testing minute aspects of the landing pages: this is how to get leads.
Creating content, buttons, forms and pasting trust badges is easy, but placing them at the perfect spots and getting the design right is critical to the success of your lead generation efforts. At the same time, you need to test different designs and words to create an optimum landing pages that generates maximum leads. The trick, as it always is with online marketing, is to experiment and implement continually.
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