However, the world has changed. The way people buy online has changed and as a result every page on your website is now a landing page. Most companies are beginning to realize that Content Marketing is the most effective way at generating sales leads and converting them into sales.
The idea is to provide valuable information in the right place, at the right time, to the right audience; to convert searchers from window-shoppers into long-term loyal customers. If you don’t get the content right on the landing pages then your website won’t be able to retain people more than a few seconds whilst they skim read the content and then bounce off to another site (one of your competitors?) or search query.
Therefore, your landing pages need the right ingredients to convert traffic into sales leads by getting them to take action. Whether that’s getting them to fill out a form (for more information, eBook, webinar etc) or to pick up the phone and speak to someone inside your organization.
The landing page is the first impression a visitor will have of your company. Even if it’s a page buried deep inside the site, this will be the page they try to understand:
- Does this page have the information or answer I was searching for?
- Does the company look like a trustworthy brand that I can believe what I am being told and is potentially someone I will do business with?
- Do they look like a quality product, service or organization
- What or where do I go next after reading the information I was searching for?
You need to ask yourself – what is the objective of the page? What do you want the visitor to do next? Then spell it out very clearly. Here are five important factors to take into account when putting your landing page together.
1.Deliver What You Promised
Whether you attracted people to your landing page from a PPC advert, banner ad or the Meta Data in the page then make sure the content backs it up. Nothing people hate more than being told the page is about one thing only to find it’s not. This is the fastest way to lose people.
2.Use A Headline, Bullets, And Italics Or Bold To Emphasize Your Point.
When people arrive at a page the first thing they do is skim read the title, anything that stands out and bulleted lists. Based on this if it seems like the content is valuable they will read the rest. Don’t underestimate the power of this.
3.Have A Strong Call To Action
The whole idea of a landing page is to drive sales leads. Make sure you have a good offer on important/strong landing pages that enables you to get contact details. These are a few ways:
- Free consultation
- Free Demo of product
4.Keep It Simple
A busy page is going to frustrate people. Make it super quick for visitors to understand the content, the offer and what they need to do. Clear sign posts are a must and remove all un-necessary text or design. If you are creating a button to promote your offer elsewhere on the site then make sure it contrasts with the content in the promotion area to ensure stand-out.
5.Test, Test and Test
One the most powerful things you can do is test multiple types of call to actions, offers, content types and subjects. It’s only by understanding your buyer personas in the first place, and then trying out different pieces of content and offers that you can start to see what works well and what doesn't. Is it about wording or design? Is it about the content subject or the value of the offer? Over time you should see the results get better and better as you learn what works.