So we know landing pages are great way to generate leads for campaigns. It’s a chance to call attention to a specific opportunity. It has the potential to convert over 15% of visitors to perform a specific action, and quickly build your email list. But where do begin?
There are a number of great tools out there that make creating a landing page simple. Here’s a quick list to check-out:
The easiest way to undermine a landing page is to include multiple calls-to-action (CTA), and overwhelm the visitor with too many options or too much text.
Keep things simple, to the point, and drive people to a specific action. The normal navigation from your site should be removed from the landing page, and all signs should be pointing the CTA. The exception: a subtle link to your website or social media to help build credibility.
When I go to Home Depot to buy a drill, it’s because I want a hole. Marketers often focus too much on the features of the drill, instead of focusing how the drill is going to improve one’s life.
If I am shopping for a wedding photographer, do I care that I am going to get 8.3 hours of coverage, 2 photographers, and exactly 2,001 photos? Or do I care more about photos that are going to tell the story of the big day perfectly, and will be cherished by my children and their children long after? Probably the latter.
Sure the features of the drill and the deliverables of the wedding collection matter, but only after the potential visitor knows that value is being added in her life.
One study shows that we have attention span of about 8-seconds. Yes, that is shorter than a goldfish’s. And the truth is, you probably have less than 8-seconds to convince a visitor you’re providing something of value.
One of my new favorite websites that does a great job grabbing your attention is Wait But Why. They often use humor to draw people in. Lists post and “how to’s” also generally make for a good headline. Be sure to refer to tip #2 above, and remember to always sell the hole, not the drill.
A picture is worth a thousand words, right? Remember, it needs to be relevant to the page—not merely “pretty.” The images and copy on the page will either contribute or detract from your authority and credibility. Make sure it’s a professional image, and it does not distract from the CTA.
#Pro-tip: Did you know that readers are often drawn to look where people in images are looking? Want to draw attention to a CTA? Include an image of someone looking at it.
This should probably be tip #1. You can have the most optimized landing page in the world and still not convert if you’re not offering value to your visitors. Whether it’s a checklist or an ebook, make sure to provide practical information.
Also, value is not synonymous with length. You don’t have to write a 100-page ebook to create a landing page. As long as it’s helpful and meeting a need, it doesn’t matter whether it’s 1-page or 100.
If you don’t know what to provide your audience, just ask and listen! Are you listening to the questions they ask when you blog or post on social media? Are you asking them for feedback in email blasts? It’s as simple as asking and paying attention.
Don’t be discouraged if your first (or second or third) landing page doesn’t convert. Keep testing, tweaking, and listening. You never know when your effort is going to pay off.
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