Now that you’ve got an eye-catching, high quality offer of great value, you need a landing page to get leads online.
For converting leads online, landing pages are where the magic happens. They’re an attractive page on your website that gives your reader the tools to take the action you’ve asked them to take. Remember, the offer and landing page are all tied into the call to action (CTA).
The Dedicated Landing Page
To get more leads online, each landing page needs to be tied to a single offer for two main reasons.
1. To maintain consistency
Maintaining consistency means keeping all your messaging the same across your call to action, your offer and your landing page. If your call to action is “Get a free guide” but your landing page says “Download more information,” you’ve entered the realm of inconsistency and this can confuse your reader. It may seem small, but these fine details go a long way toward inspiring confidence in your visitors. So if your verb is “download,” use it from start to finish. If you’re offering a free guide, call it a free guide. If the title is “5 Ways to Make Millions Collecting Stamps” make sure it’s always the same. (You’d be surprised how easy it is to suddenly use a new title when you’ve been building out an offer for awhile.)
2. To track the effectiveness of your campaign
The second main reason for a dedicated landing page has to do with reporting related to converting your leads online. By tracking the traffic that lands on this particular page, you can easily see which parts of your campaign are most effective and which need some revisions.
Landing Page Etiquette
Landing pages are made up of a few key elements. Keep it simple and remember the following:
1. The form
In order to convert visitors to leads online, when a visitor arrives on your landing page, they need to be able to make the exchange of their information for your offer. In other words, you need a form they can fill out and submit. Keep it simple, make sure the fields are clearly labeled and that you’re getting the necessary information. If you’re going to email them a free guide, make sure your form has a field for their email address and that it’s required.
2. The description
Confirm to your reader that they’re in the right place by including a short, concise description of your offer. Remember to keep your language consistent and sell the value. Keep it short and simple—bullet points are great for this. You don’t want to distract the reader, you want to help them focus on filing out the form.
3. The navigation—or lack thereof
Your landing page should be on your website, but be sure to remove the navigation links for that page only. The last thing you want is to get someone all the way to your landing page only to have them leave without submitting the form because they saw links to other interesting parts of your website.
4. The thank you page
Put some thought into your thank you page. Once somebody submits a form, they need to instantly see a message that confirms they successfully submitted their information and gives them clear expectations for what happens next. If you’re emailing them the promised offer, tell them.
Also give them a time period and contact information in case something goes wrong. “Thank you for downloading ‘5 Ways to Make Millions Collecting Stamps.’ You should see it in your inbox within 20 minutes. If you don’t, check your spam folder or contact us…” then include an email or phone number they can use to troubleshoot.
Once they’ve submitted the form, bring back the navigation links. Now is the perfect time for them to poke around your site and learn more about the helpful resource that is your business.