Landing pages are one of the most important elements of a marketer’s lead generation tactics toolbox. In fact, according to MarketingSherpa, 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.
What’s great about landing pages is that they direct your visitors to one particular offer without the distractions of everything else on your website. Visitors are on a landing page for one purpose: to complete the lead capture form.
Here are six ways to make your landing pages land more leads:
1. Elements of an Effective Landing Page
Landing pages, sometimes called “lead capture pages,” are used to convert visitors into leads by completing a transaction or by collecting contact information from them. Landing pages consist of:
A headline and an optional subhead
A brief description of the offer
At least one supporting image
Optional supporting elements, such as testimonials or security badges
A form to capture information
2. Match the Landing Page Headline with Call To Action
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.
You’re probably 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.
4. Emphasize the Benefits of the Offer
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 composed 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.
5. Encourage Social Sharing
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.
6. The More, the Many-er
According to a HubSpot 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, the more opportunities you get to generate more leads for your business.