How to Create a Landing Page You Can Use for Lead Generation
Did you know that 11 is the average number of form fields on a landing page? However, if you reduce this to only four, you could increase conversions by as much as 120%!
This is one of the many things to consider when you create a landing page.
With that in mind, let's dive into our top pieces of advice so that you can enjoy a boost in conversions!
1. Create a Catchy Headline
It's essential you craft a catchy headline. Period.
- Be concise
- Grab the visitor's attention, so they want to stay on the page
- Communicate something of value
This is the most crucial element on the page, so be sure to spend plenty of time on this.
Try split testing different headlines to see which works best. This does takes time, but it's the only way you'll find a winning formula.
2. Craft Compelling Copy
Your copy needs to communicate whatever you're offering, as concisely as possible.
Here are two practical tips to consider while drafting your copy:
- Focus on the benefits rather than the features, i.e., how does the product/service/giveaway positively impact the user's life?
- Craft your text, so readers feel like you're speaking directly to them. For example, you should always use words like; 'you,' 'you're,' 'you'll,' etc.
- Use compelling and vivid words. Attaining bushel of money is much more desirable and vivid than saying you're client will get a lot of money.
This kind of language helps your audience engage with your content and hence, boost conversions.
Most importantly, you need to ensure the copy on your landing page matches whatever you promised when your visitor made their initial click.
So, whatever method of marketing you used to get them to your landing page, i.e., a blog post, Facebook ad, YouTube video, etc.; there needs to be a seamless transition.
If you don't match your messaging, it'll confuse your audience which is not good for conversions.
3. Insert a Clear Call to Action
Your call to action (CTA) needs to be clear.
Top Tip: ensure the color of your CTA button is contrasting to the rest of the page, you want it to stand out.
Last but not least, customize your CTA copy, so it tells the audience exactly what they need to do. For example:
- Click here to get your free ebook
- Click here to access the free training
- Click here to claim your free gift.
You get the idea!
4. Use Professional Looking Imagery
All high converting landing pages boast professional looking images. Not only are they visually pleasing, but they're also useful for explaining what you're offering.
Alternatively, you might find that a video resonates better with your audience. You'll have to split test this to find out what works best for your industry.
Were These Tips on How to Create a Landing Page Interesting?
If you found this article on how to create a landing page handy, then check out our 'lead generation' blog. We discuss everything from how to use Google AdWords, to creating a B2B lead generation strategy. Enjoy!
Alternatively, for more information on the kind of stuff we get into, be sure to take a look at our case studies!
What Makes A Great Adwords Landing Page?
Should your Adwords landing page conversion rate be higher?
Probably so. 10% of advertisers regularly achieve conversions 5x higher than average. This is typically done with a lower spend, too.
Whatever your industry benchmark is, there's always room for improvement.
Linking out to your homepage is not enough. You need to craft a specific Adwords landing page, capable of enticing visitors to take up an offer or buy your product.
If you're struggling to design a winning landing page, read on for 5 factors that will boost your conversions, and keep you ahead of the competition.
Let's do this.
1. Well Purposed
Before you design the visuals of your Adwords landing page, it's critical that you consider its purpose. To get started, ask yourself the following questions:
- What do I want customers to do when they arrive?
- What are my competitors doing?
- How does my landing page stand out?
To bump up your conversion rate, you need to understand your audience and determine precisely what they want from you. Only once that's clear, can you put together a landing page that'll blow their minds.
2. Easy to Navigate (Strong UX)
Minimalism is an art. Keep things simple and uncluttered, and use whitespace to your advantage.
It helps to imagine yourself as the visitor, with no prior knowledge of your brand. Simplify the process, making sure the next step is always obvious.
You'll also need to make sure there's a clear color-contrast between your background and call-to-action buttons. They should pop out the screen and be immediately evident to visitors.
To make sure you hit this out of the park, check out 5 more landing page design tips.
3. Strong Copy
Your Adwords landing page may look dazzling, but if it's not packed with rich, useful content, it's unlikely to help convert.
You'll need a strong headline that succinctly conveys your value (or offer) in clear, concise language. Follow this with a powerful subheading that gives more explanation about what you can provide.
Include the word 'you' and talk directly to your target consumer. Don't get caught up harping on about features. Focus instead on the benefits to the consumer and the problem that you help them solve.
Don't worry about including every detail here, the main aim is for your visitors to take a closer look at what you're offering.
4. Quick Loading Time
Don't underestimate the value of a quick landing page when it comes to converting your visitors.
40% will abandon your site if it takes more than 3 seconds to load. Thankfully, slow loading times are easy to recognize.
Input your landing page address into a free speed-test tool, such as Google's page speed insights, and you'll instantly know if it's up to scratch.
Almost 60% of searches now come from mobile devices. That means it's well worth using Google's testing tool to see if you're deemed mobile-friendly. If not, it's time to optimize your landing page with a responsive design.
That means no pop-ups!
Create a Strong Adwords Landing Page
You've already invested time and money into Adwords campaigns, don't let this go to waste with a sub-par landing page. Get started with the above tips, and you should see a healthy increase in Adwords conversions.
If you'd like some help in pulling it all together, get in touch today. We specialize in designing custom landing pages for Adwords, optimized to meet your goals.
5 Landing Page Design Tips to Help with Conversion
Building a good landing page design is only successful from the testing that is done. We work with clients to help build and test custom landing page design to help with their goals. Along the way we've discovered some of the best landing page design tips. We've collected a few of the tips to share with you below.
Hide that Nav Menu on your Landing Page Design
Yes, no navigation menu. If you're not already hiding your navigation menu we recommend to do so now. Why? Simple. Your top menu should not be the focus of your landing page's objective. A navigation menu is well of course at the top of your website. By cutting the menu out your site visitor will follow on through the landing page design as expected. Hopefully, converting on the call to action.
Relevant and Short Headlines
We consider the headline one of the most easiest and fastest way to make a change for testing. Your headline should not be too complicated. Limit yourself from trying to be too creative or unique. Test with the most direct and relevant headline first. Don't try to be too lengthy with these titles in these first tests. If you want to get inside your potential lead's mind make the headline answer what they want. When you think of the title begin saying "I need to..." and complete the sentence with the value you're providing them. For example, "I need to manage expenses quickly" can become the headline "Manage Expenses Quickly".
Word Play on CTA Buttons
One thing that is usually tested with call-to-action buttons is changing the color. From red, green to yellow the variations are almost endless. Since a pastel orange might look good on one landing page and a dark orange may look good on another. But to take it a step further try focusing more on the phrase of the button. If everyone uses "Buy Now" or "Download for Free" and all landing page visitors notice this from one page to another do you think it's convincing? Probably not. Let's take a look at some PDF weightloss guide for example, instead of trying to convert a lead with "Download your Free Guide Now" test out "Yes, I Want to Start Losing Weight".
The Weight of the Font
It's amazing how often we run into "can we use a different font for this headline, another font for the sub headlines and yes, let's try this font with the paragraph". Honestly, we think it's better to stay with only one font for the landing page design and adjusting different weights for the title, headlines and paragraph. Different weights simply mean light, normal, bold and bolder. Trust us, you're not going to suddenly trick someone to focus on a particular section or element just because the font is different from the 5 other fonts on the page. If you absolutely feel like the page needs some different font choices only use about 2 font choices. Three would be the maximum.
Cut Featured Items Down
We get it, you have all of these testimonials and you think it'll be good to showcase all of them. If you're A/B testing then try this out. One variation show 2 of your greatest testimonials and the other variation with 10 testimonials. Why do we think the one with just 2 testimonials is preferable? Well, it's proven that you can convince a customer with little as possible. Especially when it's your best material. This will give a sense of decluttering or doesn't give them too much to take in. Have something to feature like portfolio or awards? Cut it down. Remember, we need them to convert not get caught up in so much fluff.
We have given some great tips to try and test with your next landing page design. We're sure you'll be able to see a difference when you follow our advice. If you want to learn about more tips and the value we provide find out more about our custom landing page design.