The Complete Guide to Successful Landing Pages
Why You Need Successful Landing Pages
If you are like most businesses you do at least some targeted marketing, and that means you have used a specific landing page to acquire leads. And this is where the problems begin. When you drive potential clients to your landing page you want them to take one or more specific steps, based on your call-to-action (CTA). Yet many landing pages are not effective for capturing leads! Most often this has nothing to do with your campaign, it is the design of your landing page that is dooming your conversion efforts! To help you do better we have come up with a Complete Guide to Successful Landing Pages.
For B2B marketers with long, complex sales cycles, landing pages are an essential tool for generating new leads. However, despite being fairly straight forward tools, landing pages are rarely optimized to their full potential. The typical landing page loses over 50% of its visitors immediately. This leaves a company with only a tiny portion of visitors being converted to leads. So how do you not only keep visitors on your page, but successfully convert them into leads? Follow these steps and you will create successful landing pages in no time!
Creating Successful Landing Pages
Optimize and Convert
Successful landing pages consist of a number of common components regardless of your specific campaign. Each component serves a specific purpose, and needs to be optimized accordingly. Removing any obstacles facing your potential customers needs to be a priority for creating successful landing pages. Here are the key elements you need to consider:
Design – Keeping the look and feel of a landing page consistent with your brand will help you capitalize on familiarity and perceived value.
Forms – Forms can make a user uncomfortable. Creating forms with the user in mind helps minimize this feeling and maximize your lead generation.
Value – Users have to be enticed to provide their information. Providing an appropriate incentive will dramatically increase conversions.
Analyze – Creating a successful landing page can take numerous tweaks and revisions. Spend time finding out what works best for you and adjust accordingly.
Let’s look at each of these components in more detail.
Design and Layout
When you only have a few seconds to capture a prospect’s interest, a well thought out and optimized layout is essential for creating successful landing pages. Here is what you need to keep in mind:
- All branding, colors, and styles needs to be consistent with the full website.
- A call-to-action (CTA) and unique value proposition needs to be clearly visible to visitors.
- Forms should be simple, easy to complete, and displayed prominently.
- Navigation away from or around a landing page should not be provided.
Less Is More!
The trick to creating successful landing pages is simple: Keep It Simple! Here is what you should focus on:
1 Call To Action – It should be immediately clear to visitors which action you would like them to take.
1 Value Proposition – A short paragraph or list stating the value in providing information provides a clear incentive to visitors.
1 Form – One prominently displayed form prevents any confusion for the user on how to complete your call-to-action.
An essential part of any successful landing pages, forms also frequently frustrate and confuse visitors. Although simple, the structure of a form affects a visitor’s perceived notion of value, risk, and even credibility. In order to create an effective opt-in form you need to keep the following in mind:
Get The Essentials – The information collected by a form should be valuable and relevant to a specific goal or objective.
Limit Your Fields – Minimizing the number of fields will aid in completion.
Email Delivery – Sending an offer via email instead of a redirect helps you begin to build a relationship.
Successful landing pages must offer the right incentive in order to be effective. Before you create your offer you need to consider the following:
Is the offer relevant? Is it something a potential client would be interested in? Does it pertain to your specific industry and space?
Is the offer valuable? Does it provide a direct benefit to a potential client? Does it help them reach a goal or improve their situation?
Is the offer timely? Is it appropriate for that stage in the sales cycle? Does it help move a prospect closer to buying?
How To Create Value?
Reward – Visitors need to feel like they have made the right decision in providing their information. Successful landing pages provide them with something that will reward them and keep them coming back.
Target – A prospect’s needs change constantly. Target consumers more effectively by developing a wider variety of content for different phases of the buying cycle.
Specials – It always comes down to the bottom line, and providing special pricing or promotions can be an easy way to convert leads and keep visitors coming back to your site.
Analyze and Revise
Key to creating successful landing pages is tracking usage statistics and adjusting your strategy accordingly. You need to identify key metrics such as visits, conversions, and downloads and use them to continually revise and adapt.
Set Goals – Successful landing pages must always be designed with a specific purpose in mind. Explicitly stating goals and determining how they will be measured will make it much easier for you to monitor the success of a landing page.
Adapt – Industries and users are constantly changing and the key successful landing pages is to continually adapt your strategy. If your landing page is no longer performing it is time for a change!
Improving Your Landing Pages
Now that you understand the components of successful landing pages you can start optimizing your own landing pages. We always recommend starting with what we call the “low-hanging fruit” first. Maybe you just need to make a few minor tweaks, such as improving the offer or simplifying your form.
In some cases, however, you are better of to start from scratch and create a new landing page or pages for your digital marketing campaign. Our guide to successful landing pages outlines all the steps you need to consider. In order to achieve the best results you may want to consider working with a professional web designer to create your landing pages and forms, and a professional copywriter to help you with the content.
How We Can Help!
Here at ESPRESSO.digital, we offer a full range of digital media services, including professional landing page design, and content strategy and creation to help you create your own successful landing pages. Contact us to learn more about our small business web design and digital marketing services, and how our team can help you achieve your business goals through creating successful landing pages for your next digital marketing campaign.
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