According to many marketing research surveys, landing pages are very effective for B2B lead generation and B2C companies. The use of landing pages enables you to direct website visitors to targeted pages and capture leads at a much higher rate.
What makes landing pages different from normal website pages is that they direct your visitors to one particular offer without any distractions. They get access to what they are interested in very quickly.
You want visitors on your landing page for one purpose only...to complete the lead capture form.
Elements Of An Effective Landing Page
Landing pages, sometimes called a “Lead Capture Page,” are used to convert visitors into leads by completing a transaction or by collecting contact information from them. Effective landing pages consist of:
1. A headline and (optional) sub-headline
2,. A brief description of the offer
3. At least one supporting image
4. Snippets of VALUE that the prospect will get from downloading the offer
5. And most importantly, a form to capture their information
Remove The Main Navigation
Once a visitor arrives on a landing page, you need to keep them there. If there are links on the page to move about your website, it will distract the visitor and significantly decrease the chance of them converting on the page.
One of the best ways to increase your landing page conversion rates is to simply remove the main navigation from the page.
Match The CTA Headline To The Dedicated Landing Page
Keep your messaging consistent on both your CTA and the headline of the landing page. If people click on a CTA expecting a free download 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 may be confusing to your visitors. They may think they have landed on the wrong page and will most likely just leave.
Keep the title of the CTA and the title of the landing page the same. Don’t confuse the visitor about what they will receive after they click or you will lose their trust.
Less Is More
I’m sure you’re aware of the rule “keep it simple, stupid.” The same applies to landing pages. People think they have to cram as much information as possible onto the page in order for it to convert. Nothing could be further from the truth.
A cluttered page only distracts a visitor. Be brief and to the point. The offer itself is 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.
Emphasize The Benefits Of The Offer
You need to make it clear what value or benefits the visitor will get from downloading or signing up for your offer. The bullet points should reflect around 3-5 benefits. More than that and the message can get lost. Make it clear in a brief paragraph and/or bullet points what the benefits of the offer are. You can do something like “Find out how XYZ can increase productivity by 50%.” In other words, convey the value of your offer clearly and effectively.
The landing page copy tells the visitor what they will receive when they register for the masterclass.
Encourage Social Sharing
Don’t forget to include buttons to enable your prospects to share the content and offers on your landing page. Include multiple social media channels, as well as email. People have different sharing preferences, so you should add those channels that you feel your target audience uses the most. The more your offer is shared, the more people will land on the page, and the more people will fill out your form and become leads!
Social media sharing buttons are prominently displayed on the page.
More Landing Pages Equal More Leads
According to several marketing benchmarks reports, companies see a 55% increase in leads by increasing landing pages from 10 to 15. So the more content, offers, and landing pages you create, the more opportunities you will have for online lead generation.