If you’re asking yourself, “how do I get clients for my business?” from my website, a landing page is the key you’re looking for. It is a fundamental component of a small business internet marketing strategy and an incredibly powerful way to start a conversation with anonymous visitors. For most businesses, the objective of a website is to complete a direct sale, convert visitors into leads or at the very least, capture their contact information and bring them through the sales funnel.
What is a landing page?
A landing page is the first web page your visitor sees after clicking on a link to your business’s website. If optimized, the best landing pages should direct your visitor to take one specific action. Whether it is to get a visitor to fill out a lead form, or get a visitor to buy something, the design of the landing page and the call to action on the page should be focused on directing the visitor to complete no more than one or at most, two offers.
There are two types of landing pages; pages that are trying to get you to buy something on the page (eCommerce), and pages that are trying to capture information so that a sales person can contact the prospect. Below are 6 best practices to optimize your website with high-converting landing pages and make it into a lead generator for your business.
1. Design and Content Consistency
Regardless of whether the visitor came from an online ad, an organic search result, or a QR Code on a poster, make sure the content on the landing page matches the content of the source. If the ad is about apples and you take the visitor to a landing page about oranges, the visitor is probably going to get confused and look for a different fruit stand. This applies not only to the text, but also to the look and feel of the landing page and ad when applicable. Colors and themes should all match to make the experience as seamless as possible for the visitor.
2. One Call to Action
If you have succeeded in enticing a visitor to your landing page, don’t confuse them with multiple options. If you sent an email to your list of customers offering a free eBook that explains how to grow your own oranges, don’t also offer an option for an eBook on orange recipes. The visitor clicked on the link in your email because they wanted to know how to grow oranges; just give them what they want. Options confuse visitors. This also applies to landing page navigation options. It is a good idea to strip away any standard website navigation links to avoid having the visitor get distracted.
3. Explain Your Offer
Landing pages should be framed around some form of an offer. Don’t simply say: “sign up to receive our email”. Why would anyone give an email address simply to receive email? Let a visitor know what they will get if they give you their information. Are you going to email discounts? If so, communicate that in the offer.
4. No Direct Sells
Don’t try to complete the sale on the spot (unless it’s an eCommerce page). In an ideal world, you could put everything you know about your products or services on your website, visitors would read every single page, and then they would simply make an eCommerce purchase. Unfortunately, the reality is that many goods and services involve a more complicated sale that is extremely unlikely to happen without some interaction between the company and the prospect. Visitors won’t read all of your content, and they may need more information before making a purchase. Don’t ask someone to fill out their information if they would like to buy 3 acres of an orange orchard. Instead, sign them up for a free webinar on orange farming and then follow up with those leads after the webinar to continue the sales process.
5. Placing your Call to Action
The design of your landing page should lead your visitor’s eye instinctively to your call to action. Surrounding your call to action with white space and positioning it above the fold. Just like newspapers, websites have above the fold areas. Above the fold is a reference to the area of a page that shows up without having to scroll down. Whether you asking for a phone call or the submission of a contact form, make sure the call to action is above the fold for a high converting landing page.
6. Ask for the Bare Minimum
It might be nice to know every single detail about a lead so that you can know exactly who you are talking to for a sales call. However, the more information you ask for, the smaller the number of visitors who will give you that information. Only ask for the bare minimum to:
- qualify the lead – is this person interested in oranges or apples?
- contact the lead – don’t ask for their address if you aren’t going to mail them something
- maximize your chances of closing the sale – if knowing that a person has an orange juicer is going to help you close the deal in your sales call, it might be a legitimate question to ask
Start putting your best foot forward by following the 6 landing page best practices above.