How to Generate Leads on Your Landing Page
When you’re trying to promote a specific product or service online, do you just give prospects a link to your website’s homepage?
Your prospects don’t have the time nor patience to trawl through your website looking for information or sales messages relevant to them.
That customer journey is a non-starter. It’s like a high school teacher telling pupils they can attend a voluntary double maths lesson tomorrow morning… or stay in bed, if they’d prefer.
But direct your prospects to an expertly conceived landing page? A user experience-driven page with a great design that quickly tells them:
- Everything they need to know
- Why they should buy your product or service
- And how
Well, what you’ve got yourself there is a great tactic for attracting and converting leads!
Read on to learn how to generate and convert leads with your landing pages…
What is a Landing Page?
A landing page is a web page on your site that you direct leads to for a specific purpose.
That purpose could be to collect their details with a contact form. Or:
1. Prompting them into performing a specific action, like subscribing to a service
2. Persuading them to ask for a quote – or even make a purchase right there and then (ker-ching!)
The purpose of a landing page is to convert leads into customers or ask permission to collect their data so that you can use it for marketing or sales purposes in the future.
Why Do You Need Landing Pages?
Imagine you run a business selling luxury soap products online via an eCommerce site. Lovely.
But think about this as a scenario.
Autumn is approaching. So you – very sensibly – decide to start promoting more seasonal soap. Fragrances and warming colours that put your potential customers in mind of the crunch of russet leaves beneath their feet, pumpkin spice, pyjama socks, roaring log fires, and all those cosy things.
And you want to offer 20% off those autumn products to attract customers and make some sales. Great idea!
So you create a Facebook Ad to promote your autumn wares. Again, that sounds like a good thing to do.
But… you didn’t have the capacity or foresight to build a web page dedicated to your autumnal soaps, so you send them to your homepage in the hope that they’ll do a search for the specific offer when they reach your website.
Except they won’t, because that’s just not how the modern consumer does things.
Instead, they’ll get frustrated and immediately bounce off your site. And then get intercepted by a rival brand’s ad, which takes them directly to a beautifully crafted landing page with a very similar offer on a very similar product.
And your loss is your rival brand’s gain – potentially very many times over because the lost prospect enjoyed a great user experience with your competitor, and will keep going back to them for more.
If only you’d created a landing page specifically designed to showcase your great autumn soap offer and given perspective clear calls to action leading to an easy checkout…
What Are the Ingredients for a Great Landing Page?
An ace landing page which converts leads is made up of a number of great digital ingredients, like the below:
What’s In It For The Person Landing On Your Page?
What’s your value proposition?
In short, what will the user benefit from if they read your landing page and perform the actions you want them to perform?
For instance, will they get exclusive access to a groundbreaking whitepaper? The contents of this will allow them to steal a march on their competition and dominate their market.
Or perhaps your product or service offers a very clean solution to a problem they have at work that’s been keeping them awake at night?
Make that offering clear, compelling and impossible to resist!
Get to the Point!
This page you’re reading right now is a blog post, not a landing page. Of course we want to interest you in becoming a Chetaru client. But, relax, it’s cool.
We just want to let you know about our expertise and how we might help you – it’s a longer kind of ‘sell’, if we’re completely upfront about it. And that’s why it might take a few minutes for you to read this piece of content.
Ah, but when it comes to landing pages, we’d have already lost you.
Because you need to strike fast with a landing page. You need to get your key message across as quickly as possible, in such a compelling way that it prompts the visitor into rapidly making the decision you want them to make.
And to do that requires great clarity of purpose and a great marriage of UX copywriting and design.
A Well-Placed Call to Action
Lots of landing pages fail simply because the call-to-action (CTA) – like a ‘Buy Now’ or ‘Sign Up!’ button etc – is in the wrong place. D’oh!
By giving your button or form the visibility it deserves, you will significantly increase your chances of getting your prospects to perform the action you want.
So, where’s a good position?
Well, think about where you’d look for a ‘sign up’ or similar button if you were visiting a product or service landing page.
For instance, right at the beginning, so that it’s the first thing you see. Or right at the end, because that’s the classic position.
Or perhaps right after a particularly persuasive point you’ve made in your copy or a video or image.
Or maybe you could take the gamble of a constantly visible floating button.
There actually isn’t a 100% correct answer. It really does take an excellent blend of copywriting and visual design to achieve your intended goal.
Why Should We Take Your Word for It?
Of course you’re going to say that your product or service is great. But why should the person landing on your web page believe you?
Back it up with proof in the form of customer testimonials, links to case studies and easily accessible awesome reviews.
Make these clearly visible and attractive.
And don’t try to pull the wool over people’s eyes, because people are too wary of false information or marketing – and if they get a whiff of untrustworthiness, that could be curtains for your relationship with them.
Keep Those Forms Simple
There’s nothing worse than those signup forms that aren’t intuitive and take ages to fill out.
OK, so it’s one thing if you’re filling out card payment details – but it’s quite another to expect people to fill in lots of details if you’re just trying to get them to sign up to a newsletter.
So, keep it as quick, simple and pain-free as possible.
And, of course, give your forms a professional look and make them clearly visible!
Great landing page conversion. Sub-optimal ones don’t, and are a waste of your time and money.
That’s why it’s important to heed these lessons we’ve shared here and to partner with digital marketing specialists that can come together as a team to create great landing pages that really work. Because it really does take a team, as opposed to one jack of all trades (sorry, but it’s true).
Some key takeaways:
- Be clear and consistent
- Make your offering compelling
- Keep it snappy!
- Invest in great design and copywriting
- Make it the user experience easy and enjoyable
If you can do all that, you’ll convert leads. It really is as simple as that.
Looking for a digital partner that can consistently deliver great landing pages quickly and hassle-free?
Then get in touch via our contact form, or email firstname.lastname@example.org
A no-nonsense digital marketing agency which develops websites, builds apps, creates content, boosts SEO and delivers a full range of digital services at a fraction of the cost of an internal marketing department.