According to a marketing benchmarks report, companies see a 55% increase in leads by increasing landing pages from 10 to 15. The more content, offers, and landing pages you create, more opportunities to generate more leads for your business.
On your landing page, don’t forget to include buttons to enable your prospects to share content and offers. Include multiple social media channels as well as email, since people have different sharing preferences. When your offer is shared more, more people land on the page, and therefore more people fill out your form and become leads!
Make it clear in your brief paragraph and/or bullet points what the benefits of the offer are. It’s more than just listing what the offer is comprised of; it takes a bit of spin. Instead of “Includes specifications of product XYZ,” say something like “Find out how XYZ can increase productivity by 50%.” In other words, convey the value of your offer clearly and effectively.
I’m sure you’re aware of the rule “keep it simple, stupid.” The same applies to landing pages. A cluttered page means a distracted visitor. Be brief and to the point; it’s in the offer itself where you give more information. In addition to your headline, include a brief paragraph explaining what the offer is, followed by a few bullet points outlining the benefits of the offer.
Keep your messaging consistent on both your CTA and the headline of the landing page. If people click on a link for a free offer and then find out there’s a catch on the landing page, you’ll instantly lose their trust. Similarly, if the headline reads differently than the CTA, it might lead to confusion, and the visitor might wonder if the CTA is linked to the wrong page.
Once a visitor arrives on a landing page, it’s your job to keep them there. If there are links on the page to move about your website, it will distract the visitor and decrease the chance of them converting on the page.
Landing pages, sometimes called a “Lead Capture Page,” are used to convert visitors into leads by completing a transaction or by collecting contact information from them.
Landing pages are one of the most important elements of lead generation. In fact, according to MarketingSherpa’s research, landing pages are effective for 94% of B2B and B2C companies. The use of landing pages enables marketers to direct website visitors to targeted pages and capture leads at a much higher rate.
Even if someone completes a form on your website (thus they’ve converted as a lead), don’t stop there. Increasing engagement is also a top priority for marketers so that prospects turn into loyal fans.
CTAs shouldn’t be one size fits all. If your company offers various products or services, you may want to consider creating a different offer for each of them. Then you can place CTAs linking to each offer on the website pages that are most relevant to that offer.