A good landing page can help you:

• promote an ebook
• redeem marketing offers such as free trials, demos or even coupons for your product
• sell a product
• create a focused, interest-based email list to nurture into leads
• drive traffic to your Facebook page (very social)
• educate your prospects
• promote awareness of your brand

Now that you understand the importance of a landing page, how do you make one that will work well? Following are some best practices for creating effective landing pages.

Campaign Specific

One of the biggest differences between great landing pages and okay pages is specificity. Your offer was intriguing enough to grab someone’s attention and earn their click, so why would you send them to a page or website that doesn’t continue to talk specifically about that offer? The best landing pages are designed to match the ad and the offer that will drive traffic to it. They are targeted, specific and contextually relevant.

Have a clear goals and strategy

What is the main goal of your landing page? Is it to create new prospects that you will nurture into leads over time? Or are you trying to generate qualified leads from the page?

If your goal is to create new contacts to nurture, asking only a few questions will give you a higher conversion rate. If your goal is qualified leads, you need to ask qualifying questions. Unfortunately, that will scare some people away. Ask only needed questions and be sure your offer is so compelling that the prospect will be willing to answer your questions.

Do NOT have distractions on the page. All content should help entice the prospect into converting. For example, do not have links to other sites on the registration page. You can add those to the “Thank You” page.

Have a strong, clear call to action

If you don’t ask for it, you probably won’t get it. When visitors arrive on your landing page, they want to first know that they are in the right place, and then they want to know what to do next. Use a strong call to action to direct their attention towards your offer. A good call to action is attention grabbing. It asks a visitor to take one clear action while also reinforcing what your visitor will get in return.

Clear value proposition

Don’t forget your pitch! The page your visitors land on is totally under your control, and it’s your chance to create an experience that convinces your prospects that they need your service or product. Make sure your landing page clearly defines what your business has to offer and then makes them want it now. A clear value proposition helps attract better lead quality because visitors are able to identify whether your product or offer is a good fit for them.

Strong headlines matter

Just as quickly as someone clicks to your page, they can click away. Although your ad may have initially captured a visitor’s attention, your landing page only has a few seconds to convince visitors that it’s worth their time to stay and  read a little more. Let visitors know what you have to offer and pull them in with strong, appealing headlines. Incorporate your offer and value proposition into both your headlines and subheads.

Constantly test every thing

When the page is first created, test how it displays on different browsers. Also test to make sure that, when the form is submitted, a lead is created with the correct fields. If you need help, contact your GrowthPoint contact to help.

Once the page is active, check conversion rates and how well you are meeting your goals. If your rates are low, evaluate why. Is your offer not compelling or is there some other issue?