Aside from generating website traffic, the common goal among many marketers and business owners is to drive that traffic to landing pages in the hopes of getting them to download offers, thereby becoming a lead.
Isn’t that what it’s all about, lead generation?
The problem is, just because your website visitors might be viewing your landing pages, doesn’t mean they’ll actually take action and download an offer in exchange for their valuable contact information. It’s up to you to make this decision an easy one.
Therefore it’s your job to ensure that not only do your landing pages not stink, but they need effectively sell your product or service as effectively as the members of your sales team rocking the phones.
No easy task considering all the different variables that go into selling. That’s why we’ve created this simplified list of the five characteristics that will sell your landing pages.
Interested in learning more about creating killer landing pages that sell? Contact IMPACT and learn how we can help!
The 5 Characteristics of Landing Pages that Sell
1. An Attractive Title
You know that saying, “don’t judge a book by its cover?”
Well…throw that out the window when it comes to your marketing. Your prospects will surely judge your ebook by its cover and title, therefore it needs to be attractive and attention-grabbing.
Lengthy, wordy titles won’t work. Keep it brief, actionable, and convey value. No easy task for sure, but you should be putting as much thought into the title of your offers as you do the offers themselves. If the offer you’re promoting on your landing page doesn’t have an attractive title or cover, the landing page will surely suffer.
2. Killer Content
Unlike a blog article, when creating the content for your landing page, you don’t have very much time.
A few short paragraphs, a few bullets, a quick conclusion, and you’re done. Visitors will click off any landing page that looks complicated and wordy. So you don’t have very much time to grab the attention of the viewers.
The most effective approach here is to keep the focus on them, not you and why you think the offer is valuable. Tell them what they’ll get, how they’ll benefit, and why they need it.
Think of it this way, once your website visitors click on a call-to-action that brings them to a landing page, there’s only one thing left to capture them as a lead; your content.
3. Customized Forms
So your landing page content is awesome and your visitor is now interested in downloading it to become a lead.
Then all of a sudden, your form asks for too much information or irrelevant questions, and they’ve lost interest and clicked off your page.
Don’t throw the same form on every one of your landing pages, as each one appeals to a different type of buyer or prospect. Using the HubSpot software, you can effectively customized each form to ask specific questions in order to better qualify your leads and ensure they’re only answering questions that pertain to them.
Don’t lose leads by asking too many questions! You can always find out more information later on when they’re further down the sales funnel.
As stated earlier, the thing your visitors want most is value. Value for their time, and more importantly, money.
How will this offer provide them with either one or both? Establish the answer to this question for every one of your offers, and continually hit on this throughout the content of your landing pages. Stay away from focusing on you and your company and why you think it’s great for them. Instead, use language that focuses on them and how they will benefit.
Leave yourself out of it. Otherwise, it comes across as overly salesy and your visitors no longer sense value, and instead sense solicitation.
Sounds contradictory, right? In order to have a landing page that sells, make it free?
That’s exactly how it works. With a dramatic consumer shift that has more people buying and researching online than ever before, it’s critical that you give the consumers what they want…information.
Don’t be afraid to give away too much information. People love to do business with industry thought leaders, and that’s exactly what featuring great, premium content will do for the reputation of your company.
Be sure to include the fact that your offer is free on the content on your landing page, this increases the likelihood of a conversion. Let your prospects move through the sales process at their own pace.
Mastering your Landing Pages
Looking to feature more effective, profitable landing pages throughout your website? Contact IMPACT and learn how we can help!