The importance of the conversion process in inbound marketing cannot be understated. The lead conversion process, which is made up of the call to action, the landing page, and the thank you page, is necessary for getting your web visitors to give you their contact information in exchange for some type of premium content offer, such as a whitepaper, case study, or ebook. This is how you turn those visitors into leads that you can then connect with, nurture, and pursue in the hopes of turning them into paying customers.
Without conversion, you’ll be spending a lot of time getting web visitors to your site for no reason.
Now that you know why the conversion process is so important, the next step is ensuring that it’s effective. And much of this comes from creating effective landing pages. Landing pages are separate web pages created for the specific purpose of encouraging your visitors to sign up for something, download something, register for something, or take pretty much any other converting action that you’d like.
Here are some tips you can use to create effective landing pages.
An Awesome Headline
To create effective landing pages, make sure you write an awesome headline that broadcasts your offer value. The headline is a key opportunity to promote the value of your offer, so make it count. Don’t forget you only have a few seconds to convince web visitors that your offer is worth pursuing, so your value proposition needs to be clear and convincing in the headline.
A Clear Call to Action
When you want to encourage web visitors to take action, you have to make it clear exactly what action you want them to take. Your calls to action shouldn’t be vague. They should be clear, succinct, and to the point. And they should use powerful conversion words that will make people want to sign up.
Short, Sweet, and Uncluttered
The sole purpose of the landing page is to get visitors to take action—to fill out your form to get their offer. Every word on your landing page should be focused on this purpose. Though your landing page should cover all the necessary information, it shouldn’t drive away visitors because it’s too long, too fluffy, or too busy. Stick to the point. Explain exactly what the offer is and how they’ll benefit. Use bolded text and bullet points to make everything clear and obvious. Don’t add navigation links to your website. Don’t add social media buttons. Don’t use any clutter at all. Stick to your purpose.
Use Colours, Images, and Design Elements Strategically
To create effective landing pages, be strategic in your use of colours and images. For example, green and red buttons have been said to increase conversion. Images can say more than a thousand words, ensuring that your landing pages aren’t cluttered. Strong contrast between colours can make your point stand out. Colours, images, styles, placements, and sizes shouldn’t be chosen without forethought.
Keep the Form Short
We know that you want to collect as much contact and personal information as you possibly can from your landing page form. But asking too many questions and getting too personal will make your web visitors reevaluate if they really want to put in the time and effort of filling out the form to get your offer. The length of your form matters. Don’t intimidate your users with 3-page forms to fill out. Keep it short and you’ll increase your conversion rate, especially when it comes to low-value offers. You can, however, get away with asking for more information for premium high-value offers.
Change It Up
Create effective landing pages for a variety of different audiences and situations. You want to vary your message for separate audiences. You want to vary your message depending on whether the visitor got to the landing page via your website, via social media, or via an email marketing campaign.
You want the message to be as appropriate and tailored for the user as possible, so don’t be lazy. Create several landing pages for the same offer. It’ll generate more leads.
These days, all of your content needs to be mobile friendly. You don’t want to lose out on leads that were so close to converting simply because your landing page displayed awkwardly on a smartphone and made it difficult for users to input their contact information. Your landing pages must be mobile optimized.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.