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10 Steps to Building a Landing Page That Converts

Landing pages are one of the most vital keys in capturing and generating leads. Their purpose is simple: get potential prospects to make a specific decision.

Landing pages are generally tied to a specific campaign, such as pay-per-click (PPC), social media promotions, email marketing campaigns, online advertising, downloadables, etc. Landing pages allow marketers to send prospects to a place where the messaging is specific to the campaign. Unlike the homepage of a website, a landing page has the ability to hone in on one specific promotion, product, or subject. The prospects know exactly what they are getting when they click the source tied to the landing page.

Why Not Just Use the Homepage?

The issue with driving prospects back to the homepage is that there is no clear idea where to take them next. The landing page is tied to a specific campaign, promising a specific promotion or information about a product or service.

It captures the prospects that are interested in that specific promotion, telling the lead what to do and why they should do it. Homepages are not specific, but created to deliver a broad message or overview of the company and its products. 

A landing page gives you more control. You know exactly why people came to the page, the bounce rate, and CTA clicks or form submissions. You can track how they got there, whether through an online ad, social media post, or email campaign.  

While the homepage is a high overview of the company, a landing page focuses on a specific aspect, product, or promotion of the company. It helps filter leads to those who are interested and can increase over all conversion as you are attracting the ideal and likely buyers.

But before we can start to see lead generation, first we need a landing page equipped with all the right elements.

Create a Landing Page for Everything

Everything? Yes, everything.

Every offer, campaign, advertisement, and promotion should have its own separate landing page. You can’t have enough! Make a new one for each marketing effort. This will allow you to attract the right kind of traffic, and not cross promotions with each other. You want to be able to determine which campaigns are preforming, and which ones need to be retired.  

Simple & Concise

A landing page has a very specific goal. This is not a place to showcase every single service or product you have. Messaging must be clear and concise. Deliver the promise you made via the ad and/or campaign, give the user an easy understanding of what the page is about, and an easy route to the CTA. Keep a lid on the number of links, images, media, and words you have on the page. Make the purpose of the landing page clear to every visitor and not cluttered.

Hero Image

Every landing page needs a strong headline and sub-headline. With this headline comes an image or video. The headline and sub-headline should outline the details of the exact product or service or promotion you are offering. Keep it clear, concise, and easy to digest. Don’t overwhelm the prospect with copy, but make it simple to understand. No games, no metaphors; clear and concise.

Examples:

Don’t make the visitor guess what the page is about.

Call-To-Action

Underneath the headline should be an obvious, grab attention, big call-to-action button.

What do you want the customer to do?

Make sure that the CTA is above the fold and easy to spot. Don’t make the visitor search for the CTA. Let them know exactly what you want them to do and make it easy for them to do it.

Filling Out the Form

The goal of a landing page is to CAPTURE INFORMATION. We want the visitor to take action, whether it’s requesting a demo, starting a trial, or getting more information. The page needs to have a form that is easy to access and easy to fill out.

You don’t need every bit of information. If you make the form too overwhelming, it could defer people away from it. Capture the lead and then focus on getting the rest of the information when your sales team reaches out.

If you can, stay away from sensitive information, and only ask for what you need. Don’t give a prospect a reason to not fill out the form.

Limit Navigation

As stated several times throughout, a landing page as a very specific purpose. It is not built to showcase the entire line of products you offer, but to push the visitor to take a specific action. When prospects come to your landing page, you what them to perform that action. Limit the navigation that leads to other parts of your website, and keep their focus on the CTA of the landing page. Don’t give them too many options to drive away from the landing page.

Maintain Trust

Whenever you launch an ad, the promotion, or the social media post that leads back to a landing page, you made a promise to that user.

Whatever promise you made in the promotion, make sure that they see the fulfillment of that promise on the landing page. Keep the promise, or else you risk losing trust with prospects.

Don’t ever make visitors think they are in the wrong place. This is the quickest way for them to hit the back button and leave behind an empty form or untouched button. It is likely they will remember your brand, and not be enticed to click again should another ad or social post find them if promises are not kept.

Maintain trust; keep the promise you made!

Trust Symbols

Trust symbols are anything that gives you creditability as a company.

Have you been featured in a publication? Any notable mentions? Forbes, Business Insider, Inc?

Publications are a great trust symbol. Be sure to have a list of all your notable features on the landing page. This gives credibility, especially to new prospects just now discovering you. When they see publications they trust, they start to trust you.

What about testimonials? Show people who are using your product or service.

Let prospects see that this is a real product and real people are using it. Find the customers with notable companies and positions to speak for your product or service.

Are you apart of any associations? List those out too!  Include the ones that add weight and make sense for the industry.  

Remember, don’t overload with trust symbols, but use these trust symbols as a part of the overall design. They should enhance and help, not clutter and hinder.

Local or National or Both?

For some companies, they have both a national and local presence. The beauty about landing pages is that you can make and target for both. Have your “National Landing Pages”, targeting people outside your city reach, and have “Local Landing Pages” that focus on attracting local clients.

For local prospects, the page should appeal to them. Such as using local publications you’ve been featured in, local testimonials from well-known companies throughout the area, and local associations that are known. Your strategy should slightly change based on whether you are targeting a specific city or going for a broad national reach.

Either way, the beauty of landing pages is that you can make as many as you want and adjust each one to serve each prospect. It allows for laser focus on not only a product or service, but a specific demographic and area.

Setting Up Analytics, Google Tags, and Google Tracking

Having a landing page with all the right visual elements, messaging, and trust symbols is only half the battle. We need to see if they are working!

This means tracking leads, activity on the page, CTA clicks, and form submissions. By setting up Google Tracking, you can see how many prospects landed on the page, how long they stayed, and how fast they bounced.

Google Tags allow to target certain CTAs, allowing you to see which CTAs users are engaging with. This could be a form, a button, or phone number. Make sure you have the tracking in place before you launch. You want to know that your landing page is WORKING, or else, what’s the point?

Need landing pages built and set up with tracking? Spherexx has got a team that can handle that.

Let’s talk!

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