One of the most important parts of your website is the landing page for lead generation. It is the entrance to your funnel that will turn visitors to your site into leads and then into customers. It is essential that your landing page works well otherwise you will suffer from a low conversion rate.
If your conversion numbers are currently low then this is the time to take a hard look at your landing page. It is really important that the design is good and the page itself has other elements optimized. You can use a digital marketing agency to do this for you, but you can also make these changes yourself. In this article, we will go over several essentials that make for an optimized landing page.
Keep it simple
The key to a good landing page is to not overwhelm the visitor. They should land on a page that is simple to understand. It shouldn’t look like an ordinary web page with social media buttons, lots of text, or too many images.
The key is to make sure the visitor understands the point of the landing page within seconds after arriving. The design should be clear and easy to read. Use big headlines and one image that is relevant to the theme of the page. Then a large call to action button with clear text.
Cluttered designs on a landing page result in people clicking off of the page since they don’t understand why they are there or what they should do next.
Clear calls to action
The point of the landing page is to give people the opportunity to give you their email or fill in a form. The problem is that many visitors don’t know that this is the point of the landing page. Many are willing to take the next step but they have to know that is what is expected.
The way for them to be directed to take the next step is to use a call to action. Usually, it is in the form of a button with some text. Make sure that the button is clearly visible and the text makes them understand what they are expected to do. For example, if you want them to fill in a form then the text on the button should mention this. If it’s to sign up for a free download by giving them something in return then they need to see that text clearly.
Good lead magnet
Although you want the visitor to hand over their email, they will want something in return. It should be something that provides them with a lot of value so they have an incentive for you to get access to their inbox.
Asking them to sign up for a newsletter rarely works these days. Have a lead magnet that they can’t resist. A checklist, an ebook, or access to a private Facebook group are the types of things that many people will give up their email for.