When the traffic to your landing page is high but the number of conversions is low, there’s clearly a problem that you need to address. But what is it?
Is it the audience?
No. If they’ve reached the landing page, they’re clearly interested.
Typically, the problem is your landing page itself.
Landing pages are one of the most important tools in your lead generation arsenal. They add warm, interested prospects to your nurture list. They help you more effectively score marketing qualified leads. To make conversion-worthy landing pages, you need to keep the reader engaged and entice them to click on your call to action.
In the last post I shared seven tips to write lead generation and sales content that converts. This is the exact language that needs to be on your landing page to encourage action. And there are four important elements that will help you turbo charge your landing pages and inspire action
1. Lay it out right.
Structure your website landing page layout placing the most important information first. Include the supporting details below that and place the background information last. Your reader’s attention span is that of a goldfish and this reverse structure ensures that you pull them into the content.
Keep your content short and easy on the eye. Think bullets, short sentences and brief paragraphs.
2. Get visual.
On a website landing page, words aren’t enough. Relevant graphics, vibrant colors and a simple design based around a theme help to break up the text and provide the prospect more information. These cues keep readers moving down the page, or play on key emotions that will drive action.
Getting visual also means using landing page whitespace wisely. Whitespace can help text jump off the page while drawing attention to key concepts or specific sections of the page. I’m a big fan of white space as you know from my Email PowerProspecting ebook. It pulls your reader’s eye through any type of content, and used wisely, highlights critical content you want people to notice.
3. Make your headlines pop.
Landing page headlines are more important than almost anything else on that page – and they deserve more attention than the average sentence. Readers’ eyes jump here first, so use landing page headings to evoke a passionate feeling that will drive action. Think excitement, frustration and awe as the kind of passion you want to create.
The landing page headline draws readers in and entices them to take the next step. This is best done by evoking emotion in the reader, like fear, awe or frustration.
If passionate, feeling-focused writing isn’t your top skill, other ways to make headlines stand out: add relevant metrics or ask a question. These techniques engage readers.
4. Polish your calls to action.
Your website landing page call to action should specifically state what you want them to do – and I don’t mean “click here”. Are they downloading an eBook? Signing up for a webinar? Then that’s what the call to action text should be: “Register for the webinar now.” Or, “Download the Email PowerProspecting ebook here.”
Something else to remember: text hyperlinks often get lost in the rest of the landing page text. Even when you let text hyperlinks stand alone, they blend in with the rest of the page.
Create a button to make sure your call to action stands out. Place the call to action button where it’s visible without scrolling, but still fits in the overall design of the landing page. Use multiple calls to action if you have a longer landing page. Place one close to the top for those people who know what they want and don’t require more reading. Switch up your text on different buttons. This is a great opportunity to use A-B testing to see which text your target audience responds to the most.
When you’re creating a website landing page – whether it’s for a high value lead magnet, a webinar, an event or something else – use these four elements to help pull leads in and get prospects to take that all important next step.
Independently, each website landing page element can make a big difference in your landing page conversion rate. When you use them all together, the results could be quite remarkable.
