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7 Ways to Use Landing Pages to Convert More Leads

Jan 6, 2015 / by ryan / In Sales / Tags: , , , / Leave a comment

Landing pages are a marketing tool designed to convert visitors into leads. They act as the heart of your digital conversion process, turning your website into a lead generating powerhouse. More specifically, they place to promote your offerings (content, brochures, demos, etc.) and collect information from your visitors in exchange.

Landing pages are not the only tool marketers use to convert new visitors. There are also forms, calls-to-action, follow up emails, etc. The landing page is what brings everything together.  They are the 24/7 sales rep working around the clock to bring visitors to the next step in the buyer journey.  Landing pages must be tailored to each stage of the journey to convert visitors that range from knowing nothing about your business up through leads that are ready to make a purchase.

Here are a 7 best practices to help convert more leads using customized landing pages:

1. MAKE THEM ACTION-ORIENTED

Landing pages should convince your potential lead to take action. Make sure the action they should take is clearly defined. Use clear, action-oriented titles using verbs that spell out the next step (like download or sign up).  Titles should also clearly what is offered. This way, there’s less thinking for the visitor. More action is better.

2. ADD A FORM THAT FITS

Creating a form that represents a reciprocal exchange is important. The questions you ask visitors should correspond to their stage in the buyer journey and be beneficial to your sales and marketing teams. Users don’t like to provide personal information without knowing that what they will be receiving is worth something to them.

3. HIGHLIGHT THE BENEFITS

One of the best ways to convert leads is to focus on benefits, not features. Explain to the visitor in a clear and concise way. Use a few descriptive sentences or bullet points at most to show the value of what they will receive when they submit their information.

4. CREATE A LIST

Again, the idea here is to make things easy to digest and avoid any distractions. Create simple lists or bullet points that tell users what the offering entails. Most people are pressed for time so make the bullets easy to see. Use bold styling or use a different font color. Keep the sentences short – think Hemingway. 

5. USE IMAGES

Relevant visuals will add value to any marketing tool. As with social media posts, visuals are a great way to get more attention. Add an image of the offering to their respective landing pages. If you are offering a brochure, use the front cover. If it’s an ebook, use the cover page. You get it.

6. TAKE OFF THE MENU BAR

Adding a menu bar to a landing page is kind of like giving a child multiple breakfast options. It often creates confusion,  leading to no choice being selected at all. Avoid the distractions and keep the visitor focused on one thing only: the offering.

7. KEEP IT ABOVE THE FOLD

Lastly, keep the content easily readable and at the top of the page.  Taking off the menu bar should help with this, but you want to make sure that the page, and the content, is short and to the point.

For More Great Lead Generation Tips, Download our Free LEAD GENERATION Guide!

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