12 Simple Steps To Generating More Leads From Your Landing Pages
Do you have excellent products and a website that would convert your prospective audience into customers? Then you need a perfect landing page to bring your users to your website and direct them to take the action that will favor your business and sales.
A high-converting landing page can increase traffic on your website, generate more leads, and increase your conversion rates. Don’t worry; creating a landing page is not as complicated as you think. All you need to design a high-converting landing page is to understand your audience, their needs and target them effectively to generate the desired response from them.
If you are a beginner and want to learn more about creating high-converting landing pages, all you have to do is keep reading.
WHAT IS A LANDING PAGE?
The objective of a great landing page is to escalate your conversions to reach your marketing or business goals. A business can have its homepage as a landing page, or it could create another page according to its goals, campaign it wants to run, or for selling a specific product or service.
Many people use the terms homepage and landing page interchangeably. However, let us clarify that they aren’t the same.
The most significant difference between the two is how the users find them. A homepage is usually seen when a person logs on to the website or visits the website via the link mentioned on the social media pages. On the other hand, a person arrives on the landing page organically, i.e., using keywords to search something on the search engine or through the high-ranking results displayed on the result pages.
The purpose of a landing page is to contain all the necessary information of the website in one place. It also serves as the main door of the website through which you can move to other pages of the website.
Whereas a landing page is not a permanent page on the website. They are promoted by Google ads or social media ads. The landing pages are designed for a specific reason, and that is to convert the user.
You don’t need to have just one landing page to achieve all your marketing goals. Instead, a business can create as many landing pages as it wishes to achieve its marketing goals.
Did you know that a business can generate 12 times more leads if it has more than 40 landing pages compared to those with less than 5?
If you have more than one marketing goal to achieve, for instance, boost your sales, or increase your email sign-up list, etc. you can create separate landing pages for that purpose.
Without further ado, let’s move onto the part for which you all were waiting desperately.
12 SIMPLE STEPS TO GENERATING MORE LEADS FROM YOUR LANDING PAGES
1. Carefully Define Your Target Audience
Every business has a specific audience which it aims to target. No company would invest its resources, time, and efforts to target all the people in the market. Similar is the case with landing pages.
If a business deals in numerous products used by either gender or people of different age groups, it creates different marketing strategies and advertising campaigns to target each group and convert them into customers.
It should do the same with landing pages. If you want to target different buyers and generate different actions from them, create separate landing pages for each group.
Let’s take an example here, suppose an eCommerce store puts ladies’ items on sale. It creates a landing page that brings the audience to the page that displays the things on sale. Now let me ask you a question here, will the same landing page fulfill the goal of boosting sales of men’s items? Of course not. Such a landing page will not affect the sales of men’s articles.
Therefore, when you create a landing page, make sure all its elements, such as its headline, call-to-action, pictures, colors, description, in short, everything should be designed and included by keeping your targeted audience in mind.
2. Offer Something Valuable To Your Subscribers
Your potential customer will not be kind enough to give you their information just like that. You must offer them something in return to get their data.
The second step to generating more leads from a landing page is to entice your customer with a gift. However, make sure that the advantage you offer to your customer is relevant to your niche and will be helpful for your customers.
For instance, if a business sells software or tools, it can offer its potential customer a one week trial without paying anything. The customer would indeed be tempted to give you his information to benefit from the free trial of your tool or software.
If you are selling physical goods, then too, you can tempt your customer to share his information with you by offering him free printable material, eBooks, webinars, courses, or other downloadable stuff.
Just remember the simple rule that whatever you offer to your customers must arouse their interests and appear helpful to them. If your targeted audience is interested in the prize you are offering, nothing can stop them from sharing their details, which can produce better leads and boost conversions.
Think about the pain point of your potential customers and how you can help them to overcome them. For instance, a dietician can offer its customer a free diet plan for a week or an ebook with easy-to-make keto recipes for beginners. The health-conscious people or the people who want to shed some excess pounds will be delighted to get their hands on the free material that can help them reach their goal of getting fit.
If your customer base is broad, just like creating separate landing pages, you have to offer them different prizes. For example, if a dietician wants to target an audience that wants to increase their weight, he cannot provide the keto book to them.
Don’t worry; people will come back to you once their trial period is over. If a person liked your free content, they would reciprocate your kindness by becoming your customers. It is a perfect way to get back the visitors. First, give them a taste of your fantastic products, and then they will come back to you longing for more.
3. Add Attention-Grabbing Elements
Did you know that an average human has a shorter attention span than a goldfish? The attention span of a human is 8 seconds. Your landing page will have only 8 seconds to capture the attention of your audience and to hook them to your page.
To make your landing pages attractive and engaging, make sure you include the following killer elements:
a) A Headline
A headline is the first thing that your visitors will notice on your landing pages. It will heighten the interest of your audience and keep them hooked to the page.
Your headline should not be similar to the ones printed in a newspaper. Instead, it should be catchy and unique to hold your viewers’ attention. Moreover, it should be clear about the products or services that you are offering to your audience.
Do not make your headlines lengthy. It should be between 10-20 words but never exceed more than 20 words.
b) Compelling Subheadings
Headlines play the role of catching your audiences’ attention, and subheadings make sure that they do not quit the page.
While creating the subheadings, make sure that they sound convincing and highlight the benefits they will receive. Your subheadings should be placed right under the main headline to make it appear coherent.
You can be a little descriptive while writing subheadings to explain the purpose of the landing page and how it can benefit the audience.
c) A Powerful Call-To-Action Button
Your landing page will result in a complete failure if it doesn’t have a powerful CTA. Your efforts will bring the desired results when your customers click on the call-to-action buttons.
After all, that’s the element that converts the audience into customers or subscribers. Hence, your CTA should be visible and more prominent. Do not keep it hidden on your landing page. It should be strategically placed in the center of the page to make it noticeable.
CTA copies should be compelling. Do not keep the plain, boring, and repetitive text on the CTAs that your people find on thousands of other landing pages. Make it unique, compelling, and actionable. Use appropriate font style, size, and color for CTA copies. Refrain from using cursive, thin, or tiny fonts. It will be difficult for people to read and comprehend the CTA.
Moreover, your CTAs should like a button. Do not experiment with your CTA to give them a unique look. People expect the CTAs to look like a clickable button to take action. If your CTAs fail to appear like a CTA, your users will not consider it a CTA.
The color of your CTA should contrast to the background color of your landing page to make it stand out. Your CTAs should look attractive and an essential element on your landing page.
4. Highlight Key Customers To Establish Credibility
You have to assure people that your business is an authentic one in the market and not a scam. People do not feel comfortable entering their details or credit card details on a website they haven’t used before.
By displaying social proof, you can strengthen your advertising campaign techniques, help customers place their trust in you, and make them feel safe.
The best practice to win the trust of your customers on a landing page is to show the number of people or businesses who are your customers. For instance, a headline like, “Serving 20,000 people since 2017.”
Another way to win the trust of your customers is to display the logos of renowned brands on your landing page. You can also show the pictures of your customers if they’re celebrities or other prominent people in the industry.
By displaying the number of your customers, their pictures, or the trademark of their businesses, you provide an assurance to your prospective customers that the majority of people have placed their trust in you and are using your products.
Success stories of a few customers can also be added to the landing page to improve the landing page’s conversion rate. Strategically place the testimonials of your customer to make them readable for your audience.
5. Emphasize On Key Benefits Of Your Product
Your headline has caught the attention of the audience.
Please don’t make them lose their interest.
It’s now time to introduce your prospects to your product. Describe your product, explain its features, and emphasize how it will help the buyers. Refrain from writing huge blocks of text to praise your product. Your audience is not interested in knowing how remarkable your product is; they will be interested when you talk about their problems and suggest them a solution.
By creating a more user benefit-oriented copy, KISSMetrics witnessed an increase of 213% in its sales.
Describe your product in bullet form. It makes it easier for people to scan and comprehend the information.
6. Optimize Your Landing Page For Mobile Devices
Optimizing web pages for mobile devices has become a must for all the business. 60% of mobile owners use their smartphones to browse websites.
It means vast traffic that comes to the landing page is of mobile phone users. If your landing page is not optimized for mobile devices and other small screens, you are closing the doors to welcome an excellent prospective audience that can be converted to your customers.
Landing pages that are not appropriately optimized will not display and function properly. A user will have a hard time reading the text and CTA copy. As a result, the user will dismiss the page, and you will never convert him.
Make sure your landing pages display and work correctly on various digital devices. Before launching them, test them on multiple devices to ensure all the elements are spaced and appropriately displayed.
7. Sticky Navigation Menu
If you have aroused the interest of your visitors in your business by your landing page, provide him an easy way to explore your website and navigate through different pages of your website.
Use a sticky menu on your landing pages to allow your audience to move from the landing page to other website pages. In the absence of proper navigation, your visitor will feel lost, and he will exit the landing page if he fails to find the menu.
8. Create Urgency And Scarcity
Why would your user take action now when he can do it tomorrow, next week, next month, or even next year? Because he has time to think about his decision and then takes action.
The chances are that your user will forget about your products or offer if he leaves the landing page. To make him stay on the landing page and quicken up his decision process, create an urgency for him.
Giving the users a limited time period to decide will decide in your business’s favor quickly without procrastinating for a minute. Tempt them with an offer or reduced prices that will last for a few hours or a day; they will make sure not to lose the opportunity of getting your product at discounted rates.
Another way to create urgency is by issuing discount coupons which your visitors can redeem by shopping from your store on the same day or week.
9. Add A Relevant Video
Adding videos to your landing page is not mandatory. If you want, you can skip this step, but we would strongly recommend reading the following paragraphs to increase your conversion rates manifolds.
By using video clips on its landing page, EyeView Digital’s conversion rate increased by 86%. People prefer visual and graphical content over textual ones.
If you are planning to attach a video clip on your landing page, make sure it is short, unique, and triggers your audience’s emotions. People remember a video that evokes happy or sad feelings, and they feel more connected with a brand that appeals to their emotional side.
Do not make long videos; keep them short and simple. In addition to conciseness, don’t forget to make them attractive. If your videos are boring, people will dismiss your landing page without paying attention to other page elements.
10. Interact With Your Customers
Just like adding videos to your landing page is an optional step, interacting with your customer is also optional.
Interacting with your audience can do wonders for your website. Suppose a prospect spends a reasonable amount of time in your website, or explores its different pages. In that case, the customer will easily convert into a customer by a bit of push from the business.
Offer opportunities to your customer to interact with your site more and learn about your products and business. You can use the Chatbot tools to have a conversation with your visitor and clear his doubts and queries about your brand. By answering his questions, you can win his trust, and he will reward you by converting into your customer.
11. Optimize For Search Engines
All your efforts will remain futile if your prospective audience doesn’t find your page on the search engine result page. People log on to Google.com to search for a product, service, or an answer to their questions.
Make sure your landing page is optimized to reach the right audience.
12. Test Your Landing Pages
Designing and launching landing pages shouldn’t be a one-time thing. To cultivate desired results, you have to test your pages to check if their performance is aligned with your marketing goals.
Keep testing to improve the effectiveness of your landing pages.
WINDING IT UP
You can easily create high-converting landing pages by taking into consideration all of the elements that we have mentioned above.
Landing pages are not rocket science; they can be efficiently designed without making it too complicated.
We hope that we have cleared the steps for you and enabled you to create awesome landing pages for your business.
Do not leave your pages on their own after designing them. Keep testing and improving them to reap the benefits for your business.
Ricky Hayes is the Co-Founder and Head of Marketing at Debutify – free Shopify theme, helping dropshippers build high-converting stores in minutes. He is a passionate entrepreneur running multiple businesses, marketing agencies, and mentoring programs.