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Landing pages are distinct, standalone pages on your website that serve as a tool to convert your visitors into leads. What distinguishes them from other pages is that they drive user action via a lead-capture form. In exchange, users gain access to exclusive content or marketing offers.
In other words, your landing page is a way for you to compel your target audience to convert. That’s why it’s extremely important that you incorporate effective copy and design aesthetics.
Apart from generating leads, landing pages are also an efficient way to collect information about which of your visitors are converting or engaging with you. With this information in hand, you can gain a deeper insight into your audience to help your brand nurture them along the sales process.
Due to the importance of landing pages to your B2B marketing campaign, you’ll want to make the most of the traffic to this page and maximize the number of conversions. That being said, optimizing conversion rates on your landing pages becomes much easier if you keep these fundamental principles in mind:
It’s understandable that you to want to grow your company but, keep in mind that landing pages are meant to direct your prospects to a particular offer and not toward your organization in general.
As soon as your prospects reach your landing page, they should instantly see the same content they have been offered in the ad or call-to-action button that they clicked. Resist the urge to include a lengthy list of your company’s achievements in your niche market.
Apart from matching the content on your CTA and landing page, you can also use similar design elements on the two as a way to indicate that your prospects are on the correct landing page.
Your landing page should be free of clutter such as multiple CTAs or top/side navigation bars, as these can confuse your prospective customers and drive them away from converting.
A proper landing page should look quite simple, offering a single, easy way for your visitors to perform the action they need to do to access their offer.
The lead-capture or conversion form on your landing page should be easy and fast to fill out. A good rule of thumb is to ask for only the basic information, enough for your sales or marketing team to qualify them as a legitimate lead.
If you have to ask for more than their personal information, like their company affiliation or what their annual revenue is, be ready to match the amount of time and effort they put in with something really useful for them, such as exclusive content or extremely well-targeted content.
Conversion forms should also be easily submitted on mobile devices, so you have to ensure that the text is visible on mobile screens and the buttons are large enough for touchscreens.
From the headline to your CTA, the text on your landing page should be clear and concise. Including straightforward descriptions of what your landing page visitors will receive when they complete the registration process.
For SEO purposes, include keywords that are commonly used in relevant search queries as well. But your copy should focus on explaining what the offer is and how it will benefit the user.
The Kaizen Principle, “A place for everything, and everything in its place” can be applied when choosing where to put your links, and it’s certainly not on your landing pages.
You want your prospects to click your CTA button and nothing else, especially not an external link as that might mean a lost opportunity to convert someone.
Your landing page message is a great opportunity to create something shareable on social media. Including social buttons makes it easy for your visitors to spread the word about your offer.
Social shares of your landing page serve as a trust indicator, highlighting your status as an industry expert or authority among your visitors.
You can add a touch of creativity and personality to your landing pages through videos and images that help you connect with your audience on a more personal level. Images capture a user’s attention and increase the chances that they’ll linger on the page longer, giving you more time to deliver your message to your prospective customers.
Adding images or videos is also a practical way of showing snippets of the actual content that you’re giving your visitors. After all, a picture is worth a thousand words.
The space “above the fold” is simply the content that a visitor sees as they land on your page. So, it’s important that you include everything you need to immediately convince a reader of the value of your offering in that space.
Make sure you’ve got a compelling headline that catches the user’s attention and that your CTA button is clearly visible. You’ve got short amount of time to convince a visitor to stick around, so make sure you knock their socks off as soon as they arrive on your landing page.
As tried and true as these principles may be, remember that they’re just guidelines for establishing your landing page design. The work doesn’t stop there!
At this point, you need to collect performance data on your landing page by gathering feedback or using an analytics tool. Proper analysis should indicate where potential improvements can be made, and allow you to make educated decisions on what to A/B test.
Think about it as a continuous process that you’ll have to continue over time. For optimal results, keep gathering and analyzing your landing page data, making improvements one step at a time.
Once your landing page starts generating quality leads, check out our FREE whitepaper on Lead Management 101 to find out how to convert those prospects into paying customers!
To lead more users to your products, you need to create a showstopping landing page. To do this, you’ll need to consider your audience, your call-to-action, the product or service, and your niche.
Beautifully-crafted landing pages focus on giving potential clients the down low on your product quickly. If you can marry this with visually appealing graphics, a clean and organized template, and social proof, then you are well on your way to creating landing pages that convert.
Here are a few samples of landing pages that just plain work.
Unbounce is the top example of an excellent landing page because it has all of the required elements—from the catchy headline to the simple CTA copy and visually appealing screenshots. These guys make a living from designing landing pages so we can expect their pages to be nothing short of brilliant.
The overall design of Unbounce’s landing page banks on SEO, and there is enough content to keep readers engaged with the site before they complete the next action. On the other hand, the details do not distract visitors at all because they’re all below the fold and only evident upon scrolling.
Wistia’s smart contrast of blue and white is visually stimulating. Added to that is the sign-up form, which visitors see the moment the page opens. The form for creating an account is strategically placed on the site, while FAQs to answer a visitor’s queries are placed at the bottom. External links have been removed, and there is nothing to distract users from their next action.
Bloom combines a few important elements of an engaging landing page: beautiful and captivating images and a minimalist template. The white space on the page allows visitors to take in all the images and details, as too many fancy designs on the page can distract users from the main objective.
It has an above-the-fold form and a brief explanation of what happens when you fill it out. The “Submit” button is not to be missed because of its bright color.
American Bullion’s catchy headline tells readers right off the bat what the page is all about. This saves them from having to browse the whole page.
The introductory paragraph gives just enough information to intrigue, but isn’t too long. The site has a simple call-to-action and brightly colored submit button. Testimonials and trust symbols round out the overall look and feel of the page and provide additional information about the company.
The name Oprah rings a bell, and in keeping with her brand, the landing page of her site exudes optimism and joy, showing a beaming Oprah on the page. This particular example uses entire images as their CTA buttons, so they’re virtually impossible to miss.
The page also includes a “Winner’s Circle” section where visitors can learn about previous winners of the sweepstakes. This acts the same way as testimonials and seeks to build trust.
6. Neil Patel
Neil Patel’s official website is another great example of a distraction-free landing page, indicating to visitors that there is only one path for progression. It displays Neil’s happy face along with a compelling description of the offer. His CTA copy within a huge orange button helps drive the point home to readers that this offer will teach them how to grow their business.
The clean and refreshing feel of Bills.com is due to the crisp white and blue layout of the landing page. The minimalist feel of the images removes all unnecessary distractions from the page and makes the red CTA really stand out. This “qualifying page” shows up before the actual landing page form and creates an air of exclusivity around their offering.
Webprofits has a grainy black and gray background, but the white text contrasts against it nicely. There is a prominent field form for the visitor’s website address and a bright pink CTA button that draws visitors toward their next course of action.
The page offers complete details about Webprofits and its services, plus multiple call-to-action buttons at the bottom of each page (“Get a Free Analysis Now”).
What sets Basecamp from the rest of the websites’ landing pages is its minimalist design and quirky cartoon characters that direct readers to fill out the form. The cartoon spices up a page that can charitably be described as dull. The form is great because it scrolls with the page as you read. It also has an arrow pointing to it just in case it wasn’t obvious enough to visitors.
Netflix’s landing page is a great example of lean content and a compelling call-to-action. After your visitors read your headlines, they need to know what to do next. In this case, a big red button that’s impossible to miss invites users to “Join Free for a Month”. It really encompasses the essence of simple instruction and actionable copy.
With an impressive landing page, you can improve your content marketing conversion rates and directly increase your actual sales. If you’ve already got great content and a compelling offer but aren’t seeing a lead volume that reflects their value, maybe it’s time to start looking at landing page design.
Putting together a high-converting landing page is no easy task. Minor changes in the copy, layout or design can mean the difference between form submissions and the dreaded high bounce rate. Make sure that you’re A/B testing each aspect of your landing page to discover the combination that works best for your specific audience.
Ready to build a high-converting landing page? Be sure to use our FREE landing page checklist!