Having a landing page that successfully converts visitors into leads is one of the most effective marketing methods for B2B and B2C companies. When you have a content offer for your target audience, the landing page that contains that information needs to be concise and attention-grabbing. However many landing pages fall short and lose out on those valuable leads that fuel the sales funnel because of some simple mistakes.
You should avoid sending people to your homepage for specific content offers at all costs. If you send people on a wild goose hunt for the right landing page they will likely give up and go somewhere else. Sending them directly to a landing page means they are far more likely to claim the offer and become a new lead for your business.
People often go to the navigation bar to check out your company’s about section or other parts of your website – exactly what you don’t want your potential customers to do when they land on a landing page. By removing the navigation bar you are more likely to increase conversions because of the lack of distractions. Your visitors can explore the rest of your site through the thank you page.
Don’t confuse your potential leads with inconsistent brand communications across digital platforms. Having consistent branding influences people’s decisions on whether or not they will spend more or less on a brand.
Keep the information you ask for relevant and simple. It may be too early in the buyers’ journey to ask for certain information (e.g. their company name or their budget). Keep in mind, however, that a form that is too short may garner leads that aren’t genuinely interested in the offer. So try to find balance in what information you’re asking for.
Every landing page you create should have only one goal; therefore it should have only one call to action. You want to remove any distractions for the person landing on the page and guide them to convert.
Call-to-action buttons are not so much about colour as they are about making them stand out in contrast to the rest of the page – however you manage to accomplish that. Don’t focus too much on the colour; focus on making it blatantly clear where the visitor needs to click to claim the offer.
Learn more about creating a conversion optimisation campaign for your business with our in-depth guide below.