Best Traffic Strategies: Landing Page Guidelines That Make or Break Conversions

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Plain and simple, your website is the heart and soul of your inbound marketing strategy. Not only does it create more opportunities for customers to find and engage your business, it also works around the clock as a 24/7 virtual sales tool. If you don’t take the time to optimize your website, your business’ success online will be very limited.

That being said, one of the biggest components to having your website generate leads is having effective landing pages. After all, it’s here where you have the opportunity to persuade visitors into submitting to the form on the page to become a lead! In order to help improve your landing page conversions and ultimately generate more leads for your business, make sure your landing page follows these 7 criteria:

1. Remove All Navigation

If there were ever a “Golden Rule” for optimizing a landing page, this would be it. When a visitor visits your landing page, now’s your opportunity to finally pitch your offer to them. With that in mind, it’s crucial that you eliminate any distractions that would cause them to stray away from your page – including your site’s navigation bar and other hyperlinks. With nowhere else to go, now your visitor can focus all their attention on the offer at hand.

2. Use Attention Grabbing Headlines

Once you’ve removed the navigation, it’s time to start making that landing page look good. I mean, let’s face it: you can lead a blind horse to water, but can’t make it drink, right? In order to hook your audience’s attention, it all starts with a clear, compelling headline. Give the reader a taste of what they’re getting into, and make it a taste they can’t get enough of. Once you’ve thought of something good, put it smack-dab at the top of page and make sure everyone can see it.

When you’re done there, don’t forget to take time to optimize the other headers and actionable copy on your page. If you have your form placed on the bottom of the landing page, don’t forget to have ways to get to the form from whereever the user is on the landing page since your goal is to make it as easy as possible for them to submit their information!

3. Include Images and Videos

Though a catchy headline is a good start to capturing your visitors’ attention, it won’t be enough to maintain interest. In order to keep their eyes moving down the page, you’ll have to include a video, an image, or both. In fact, using videos on landing pages can increase conversions by 80%! Make sure whenever you are adding content to a page, including videos or images, by adding those assets you are only enhacing the user’s experience, not taking way from it. Remember, the visuals you use should help focus visitors’ attention, not distract them!

4. Write Consumable Copy

Once your visitors’ eyes have wandered from your headers and your visuals, now they’re going to end up your copy. To make sure you don’t lose them here, you have write copy that truly keeps them energized and interested. Recently, the latest trend it to provide a general overview of what the download piece is, how the advanced content piece will help your potential prospect and potentially give a glimpse at what is inside the download piece. All of these items will entice the user even more to download your advanced content so they can begin using it.

5. Be Aware of Where Your Form is Placed

Previously, it was a rule of thumb to always have forms above the fold on landing pages. Now we are starting to see the trend shift as companies start catering to a more user centric approach. Below is an example from HubSpot, once the user scrolls at least 50% down the page a button appears to take them to the form to download the content, which is located at the very bottom of the screen. This is because now-a-days if a user sees a form right when they land on a page they most likely will leave that page unless they already know they want to download that piece of content. By giving the user more information about the content piece they are about to download you are providing them with useful information that will help them determine if answering your questions is worth it for the advanced content piece.

6. Ask the Right Questions

When a user gets to your form, the questions you are asking are what will determine for the user if they will or will not fill out your form. However, there are several best practices to keep in mind when it comes to determining the questions you’ll ask your visitors on your form:

  • Limit the overall number of questions on your form from anywhere between 3 to 10. Any more, and you start scaring visitors away
  • Before you ask any detailed questions, make sure you get their basic contact information: first and last name, email/phone number, and job title
  • Talk with your sales team to determine which questions will provide the most valuable answers. Now is your chance to influence the quality of your leads generated, so make sure you’re gathering what you need to know

7. Use Smart Forms for Returning Visitors

Though it’s certainly great when a new visitor downloads your content, it’s even better when they come back for more. Why? Because now you know you’ve established yourself as a trustworthy authority in their eyes. You also know that your nurturing is working as well! To help increase the chances of a lead reconverting on a second offer, you can make things easier by eliminating the questions that they’ve already answered from your form. By implementing progressive profiling, not only will they be less annoyed, you’ll also have the opportunity to ask new, more detailed questions that can help you better understand their needs.

There many things inbound marketers must do to help improve the performance of their landing pages. By following these 7 basic guidelines, however, your landing page will be well under way to generating more leads for your business.