Landing pages are an integral part of an inbound marketing plan. A landing page is the heart of lead generation, and if you’re not creating a custom landing page for every campaign you run, you should be!
But while quantity is important, the quality of your landing page is what will drive leads. We’ve created a list of six things to keep in mind when designing your landing pages to make them as effective as possible!
Simple, Clear Cut Communication
The average attention span is about 8 seconds—so get straight to the point! Exciting headlines that stand out and are optimized with keywords are ideal.
Landing pages should be branded similarly to the rest of your website, including your logo and name positioned in the same place on every page.
Logical formatting is important to keep the reader on the page. Headlines, copy, images and forms should all be arranged in a way that is easy to understand and makes sense, while highlighting the value of your offer.
Avoid visual clutter and distractions. There is a fine line between visuals that enhance your point, and those that distract from your point. Visuals are an important part of your landing page, but make sure they add to what you’re trying to get across and do not sidetrack the reader.
Builds Trust and Credibility
Social proof, like testimonials, is a common technique used to build trust on landing pages. Specific testimonials are what really helps grow visitors’ trust as opposed to general comments. Pictures in conjunction with these endorsements can go a long way as well. They help your reader connect the words with a face, making the comments more meaningful.
Grab your reader’s attention with a headline that makes them want to know more. Copy should be concise while being entertaining enough to keep the user on the page. Using videos, images, and infographics in conjunction with copy is a great way to achieve engagement as well. Just be sure to use high quality images!
More than 50 percent of searches online are done from a mobile device. It’s more important now than ever before that your landing pages are mobile optimized. This is another important reason you need to be clear and concise with your copy. No one likes to read long amounts of copy on mobile devices!
This is the last, and most important, element of your landing page. Use contrasting colors to make your call-to-action really pop on the page! Don’t let your readers miss this because it’s too small, or blends in with the rest of your page. Like all of the copy, it needs to be compelling enough to make the reader follow through.
In order for a landing page to be successful for lead generation, you will need a way to gather information from the readers. To do this, you can use a form, click-to-call button or give away free content in the form of a download.
Landing pages are an important part of your inbound marketing strategy and vital to lead generation. Is your company building effective landing pages? If not, we can help! Visit our website today to learn more about our services!