Creating Landing Pages That Convert More Leads

When looking to increase conversion rates, an optimized landing page is essential. Because a well-designed landing page will generally be visited by qualified leads, designing this page to convert is critical. While a landing page may often be confused with a homepage, the two are distinctly different. In fact, market research has shown that landing pages convert almost 200 percent more leads than homepages alone. To create a highly effective landing page that is sure to convert clients, here are some guidelines to keep in mind.

Engage Your Audience

No one wants to read boring copy, and the average reader will lose interest within approximately five seconds if not instantly engaged. Utilize unique and captivating language that speaks directly and concisely to the needs of the reader. Without offering some sort of value, readers are highly likely to move on to a more interesting site. Communicate your ability to solve the reader’s problem or provide them value, and conversion rates are very likely to increase.

Have One Specific Goal in Mind

The function of a successful landing page is to convince clients to take specific action. Whether that may be signing up for a seminar, downloading a document, or subscribing to a newsletter, a call-to-action is a powerful way of generating new leads. A landing page should have one specific goal in mind and one specific call-to-action. In fact, research shows that landing pages with too much information and multiple offers convert percent fewer leads than those with one goal and one call-to-action, which isn’t good when the cost of Adwords is already “too damn high“.

Be Realistic and Honest

Testimonials can be a powerful tool when creating a landing page, but do not provide any information that may be misconstrued as a promise or guarantee. Often, leads take comfort in reading other clients’ positive experiences, so utilizing testimonials sparingly can provide a sense of security and trust for readers and potential clients.

Keep It Simple and Clean

Too much information or too many visuals may confuse readers and lead them to navigate away from the page. Keep the information concise, easy to read, and relatable. If using visuals, be certain to use them sparingly, preferably only including one relevant visual to emphasize the offering. If asking for reader information, err on the side of minimalism, and request a simple name and email address. Readers are more likely to navigate away from landing pages that ask for too much personal information. You have just seconds to captivate the attention of your reader; don’t waste precious time with useless information and clutter.

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