The most important part of your lead generation strategy is no doubt the landing page and the call to action (CTA). Without these two, it will be impossible to turn visitors on your website into leads and eventually convert them into customers.
Landing pages should offer visitors more information on what they should expect when they enter their email on the lead capture form. The page gets rid of all other distractions on the website and focuses on a particular offer. When visitors get to your landing page, they are looking for one thing: to get an offer. The offer should only be made available after the visitors fill the lead capture form.
To get high quality leads in your sales funnel, you need to optimize the landing pages well. Here are some tips to creating better landing pages and lead capture forms:
1. Elements of an effective landing page
The landing page should have everything that will make a visitor convert into a lead. Makes sure the landing page has an eye-catching headline, a description of your offer and how it will improve the lives of your target customers, supporting images and a lead capture form. To gain the trust of your prospects, you can testimonials, preferably video, and payment gateways security badges.
2. Emphasize the value of your offer
This should be done on the body of content describing the offer. Give the benefits of the offer in bullet form or a brief paragraph. Highlight what the offer entails and provide an incentive for the visitor to take action. Identify how the offer is effective is solving specific problems or whatever the target audience is interested in.
3. Headlines must match corresponding CTA
The message in the headline must be consistent with the CTA. Otherwise, you will lose the trust of your visitors and fail to make them become leads. Get rid of any information that may confuse the leads. Your headline promise should be consistent with the promise in your content.
4. Remove main navigation
Keep the visitor on the landing page once they get there. Do not include links to other pages in the website on the landing page. Chances are that the visitor will click on the links and get distracted from what you want them to do. This is known a lead generation friction and in most cases, visitors will abandon the landing page before they convert. Keep the visitors attention focused on your offer by removing the main navigation and other links from the landing page.
5. De-clutter the landing page
Visitors are easily distracted by cluttered landing pages. Less is better than more. Pages that have a lot of information can also cause landing signup friction. Use more white space and well-arranged text and images. One image is enough on a landing page unless you completely cannot avoid using two or more.
6. Encourage audience to share
Include social media sharing buttons on your landing pages to prompt your audience to distribute your content. To avoid congestion, use only buttons for social media sites that your target audience uses. Having an option of forwarding the landing page content in emails is also recommended.
Only ask for information that you need
Use different landing pages for different offers
Make the capture form as short as possible
Following the above tips will make your landing pages more effective. The key to generating leads is to keep your landing pages as simple and specific as possible. Let the visitors know what is expected of them once they get to the landing page.