The Principles of an Amazing Lead Generation Landing Page
All good online marketing campaigns start with an awesome landing page and there’s not a single argument on the planet which could dissuade me from saying otherwise!
But what’s a landing page?
Well, a landing page is where a consumer ‘lands’ after clicking on an online ‘call to action’ e.g. an advert which promises exclusive low rates on a credit card. It’s an early step in the conversion funnel, so it’s essential that you nail it like a pro if you want consumers to convert.
Now, one of the most popular types of landing pages we see online is a lead generation landing page. The main aim of a lead generation landing page is to obtain a consumer’s contact details (most often an email address or phone number) in order to develop a conversation that they’re genuinely interested in. And the end objective, of course, is to convert them into a customer.
Designing an amazing lead generation landing page, however, isn’t something that you can knock up in 5 minutes. You need to understand exactly how the successful ones operate, so let’s take a look at how you can join their illustrious ranks!
Make Your Message Clear
Let’s face it, people online are very busy today. If you’re not checking your emails then you’re navigating your way through several social media sites and bidding for that amazing TV on Ebay. And that’s why you need to bring a direct form of simplicity to your landing page which won’t waste people’s time.
After all, your aim is simple, so your lead generation landing page should be equally simple. You’re simply looking to grab some contact details. The consumer already knows the basics of your offer from your call to action, so although you should definitely feature it here, the focus has to be on obtaining contact details.
Therefore, keep all your signup boxes centralized and large enough to catch the eye, but not flood the screen. Remember, you don’t want to appear desperate!
Use Persuasive Power Words
Humans are quirky creatures and the majority of them like being told what to do. Being a leader is stressful, so there’s a beautiful simplicity to being a follower.
And your landing page wants to exploit this willingness to follow by incorporating a persuasive language which is packed full of active power words which promote achievement. For example, instead of telling a visitor that your e-learning course “may just teach you something you didn’t know you could do” tell them that it “will teach you something you didn’t know you could do.”
This form of language can be devastatingly effective as it’s reassuring and removes any doubt that your product can’t satisfy the consumer’s ultimate aim. However, don’t promise something you can’t deliver e.g. “This e-learning course will turn you into the next Einstein” as people will call baloney on you!
Don’t Demand Too Many Details
You only have to take a quick flick through the papers or Google News to see that people are becoming increasingly concerned about the security of their personal data.
And this certainly makes things a little tricky when it comes to creating a killer lead generation landing page because, well, your main aim is to obtain some personal data! However, although consumers are wary of giving out too much information, it doesn’t mean they’ll refuse to give out any information.
In order to gain the trust of a visitor to your landing page you should really only ask for an email address in the first instance. You see, an email can be kept at bay and isn’t too intrusive. However, asking for a phone number means you’re demanding an entry into their life. There’s nothing more irritating than a phone call from a stranger, so hold back until you’ve built some trust before asking for more personal information.
Remember to Test Your Page
Even the best marketers fail to design the most efficient lead generation landing page straight away. You need to play the long game and test your page over time to ensure it’s as irresistible as possible to visitors.
The key elements to tinker with on your test page are:
- Form length
- Graphical objects
- The submit button
By altering these for set periods you should quickly discover how to tailor your page to be at its most effective for drawing consumers into your conversion funnel.