In 1969, the first humans landed on the moon as a result of advanced technology, intensive planning and a lot of determination. Today, your leads will do the same on your page. And for the same reasons.
Landing pages are where leads gain their footing after engaging with your promotions. They’re where you greet each and every consumer and formally welcome them into your product and campaign.
But landing pages are more than introductions; they’re reputation builders, sales generators and lead gatherers.
The best landing pages have a 27% conversion rate. Yet on average, most industries only have 2% to 6% conversion rates.
The difference here is significant, and it’s no coincidence nor matter of luck. So what separates the bad from the good? Or the good from the great?
It’s all about strategizing. And we’re here to help.
So join our mission to guide you through the best practices for creating strong landing pages––so you can ground your leads when they land on your page.
And remember: One small article for your reading pleasure can create one giant leap for your business.
1. Be simple
Don’t overwhelm your consumers. When we meet people for the first time, sometimes we get a little too excited, talk a little too much and scare them away. The same goes for meeting leads on landing pages. Be clear, concise and cut right to the chase.
Don’t tell leads all there is to know about your site (and more!) right when they arrive. If they need more information later, they can get it. Instead tell them what they can purchase, how much it costs and include a form for collecting data. That’s really it.
Use as little of everything as possible—words, pictures, form questions. Each additional detail getting in the way moves a lead further and further from conversion.
Don’t put anything too funky or distracting on your site, and conserve whenever you can. One way to save space is to keep as much as you can on the same line. For example, instead of writing “Name” and then a place to write the name below, include them both on the same line.
2. Be mobile-friendly
You’ve heard it before, and you’ll hear it again: Phones are a consumer’s best friend. So if you’re phone-friendly, you can become a consumer’s friend too.
That means if your landing page isn’t appearing on cellphones, you could be missing out on nearly half of your leads.
So, one of the easiest ways to make sure your landing page is performing at its best is to make sure it’s performing––across the board––at all.
Buttons are the first stop a consumer’s path to purchase. One tiny box on could make a huge impact. Maximizing buttons maximizes your traffic, and ultimately, your sales.
Every consumer is different and may seek different values from your product. For example, one consumer may gravitate to a button that says “I want to stay fit,” while another might click “I need help.” Give different options––and in different colors––to show that you can solve multiple problems and appeal to many audiences.
For example, they should say “I want to stay fit” rather than “click here.” NOTHING is worse than “submit”! Use this word, and you might as well be “submitting” all your advertising, your entire landing page and any potential leads into the garbage.
4. Carry a consumer’s voice
Having a human element is important. People want to converse with people who sound like them––not robots. The classic marketing phrases just don’t work anymore, and frankly, they’re annoying.
When creating content on your landing pages, use conversational language that aligns with how your audience really talks. Don’t overthink what this means. You’re a human, so speak like one. If you get stuck, have conversations with your consumers and take note of how they talk, so you can respond accordingly on your landing page.
5. Optimize for SEO
If you think that SEO for landing pages isn’t important, think again; leads can find landing pages organically just as easily as they can home pages.
Improve your SEO by optimizing voice search, going beyond google, being phone-friendly, creating quality content and comparing with your competition.
6. Use fewer with FORTVISION
The more barriers a lead faces before making a purchase, the more unlikely it is that they’ll do so. Fewer landing pages is actually better for sales.