One of the biggest mistakes you can make when creating landing pages is to direct your potential customers to the home page of your website. In the bricks-and-mortar world, this would be akin to telling a customer in your store they can have the product they need, but they have to travel across town to get it. With ten other businesses on the way to your second store, you will have sent your customer into the wind, never to be seen again. To stop your campaign visitors from going elsewhere, you need the secret to creating a landing page that converts.
A Well-Architected Landing Page Converts More Visitors
The secret to creating a well-architected landing page is to understand that this is your best chance at converting visitors to leads. People have changed how they buy, which has led to the inbound marketing methodology that is so successful in today’s business clime when properly executed. Therefore, you must create a landing page that nurtures the prospect along the buyer’s journey rather than sending them to your home page to get information themselves. To create your landing page that converts, there are four steps to follow.
1. Establish your Ideal Customer Personas
Before you can create a landing page that is going to convert visitors to leads, you first have to understand who is most likely to buy your product or service. You may have personas established already, but make sure you evaluate them and identify the ones you wish to attract with your campaign.
2. Specify a Goal for your Landing Page
Each landing page you create has to have a specific goal you wish your potential customers to complete. These may include email list-building, sales or possibly completing a survey. The important takeaway here is that you focus on one goal per page. If you are running a campaign to address more than one persona, or to accomplish more than one goal, create a specific page for each.
3. Design for Success
Now that you have identified your target market and specified your goal, you have to create a page that is designed for conversions. There are several factors involved to ensure your success:
- Do not include any links, navigation bars or other items that detract from your goal.
- Create a headline that the visitors will recognize from the ads or emails that sent them to your landing page. Be sure the headline specifies your offer and is the largest text on your page.
- Keep the copy short and direct. If you can, include a video or an image designed to help convert.
- Design your lead capture form carefully. This most important part of your landing page will get skipped over by visitors if it is lengthy, or takes too long to complete. Aim for short and succinct.
4. Measure your Results
Your landing pages are designed to convert visitors to leads. It is best practice to create at least two pages for each goal and measure their results. Measuring will allow you to see what works best to convert to your visitors and you can use this information as a benchmark to create new pages or for future campaigns.
Your inbound marketing experts of WSI eStrategies can help you create landing pages and campaigns designed with conversion in mind. Contact us to learn how!