The following is an excerpt from IMPACT’s popular Ebook, “How an Inbound Marketing Agency Does Lead Generation.” For more expert tips on optimizing landing pages for lead generation, check out the full Ebook here.
You’ve just developed a bunch of great offers such as ebooks, webinars and case studies so you can generate leads. But now you need to target a potential audience and allow them to access your offers while capturing their information at the same time. That’s quite the task, but luckily, that’s what landing pages are for. The key now is optimizing landing pages for lead generation.
You: Oh, so that’s why we created offers! Me: Yep.
Looking for more lead generating landing pages? Contact IMPACT and learn how we can generate more leads with killer landing pages!
What’s a Landing Page?
A landing page is a web page that allows your to capture a visitor’s information through a lead form. They’re important because it effectively allows you to achieve your goal of converting a higher percentage of visitors into leads. How you ask? Let’s continue.
Optimizing Landing Pages for Lead Generation
When you have attractive offers such as remarkable ebooks and webinars geared towards solving the problems of your buyer personas, naturally, your target audience is going to want to downlaod them.
A landing page gives you a page on your site to send them to using calls- to-action. (we’re getting to these). Once they are there, they’ll just HAVE TO HAVE that offer to solve their problem and won’t mind providing you their information in exchange. They may not be ready to talk to a sales person yet, but they are certainly a quality lead. If it was just a contact page, you would have never captured them. At last, more leads!
One of the most important parts of a lnading page is the title. This is typically the first thing a viewer will read. At IMPACT, we ensure that it directly states what the visitor will be receiving in order to eliminate any confusion. We also include the keywords we selected from our keyword analysis into the header to optimize for search engine optimization.
As they continue down the page, they’re going to read the body content. We optimize the body content to make it easy to ready and straight to the point by implementing an engaging subheader, lists, and highlighted text. Again, don’t forget those keywords.
A picture of the offer provides greator relevancy to the visitor and helps hammer home the benefit of the offer. At IMPACT, we include a picture of the offer on every landing page.
4. Lead Capture Form
Now down to the nitty-gritty… The form. This is where you ask yourself, “What’s in it for me?” At IMPACT, we believe offers are valuable, and of course we want them to be downloaded, but we want valuable information in exchange. On our landing pages, we request a name, a company name, an email address, the number of employees at the company, and whether or not they need leads. Every business is different, and identifying the right required forms can really help the sales team later on.
5. Social Share Buttons / Links
Allow your readers to also be your evangelists. By providing social sharing buttons on every landing page, we maximize the opportunity of awareness for our offers.
6. Hidden Items
Why distract your potential lead from your overall goal? At IMPACT, we hide the navigation and avoid giving the visitor any other options than to complete the form. You got them to the page, that’s the hard part. Why provide them an opportunity to go elsewhere.
Important Metrics We Monitor
The most important thing to monitor on landing pages in the conversion rate. With an optimized landing page, like the one shown above, you can expect a conversion rate of around 30%. If you’re driving a lot of traffic to your landing page but have a low conversion rate, it may be time to experiment with some tweeks. If you have a high conversion rate and no leads, then you need to focus on driving more traffic to that page using more calls to action.
Want killer landing pages that generate more leads? Give us a call at IMPACT and learn how we can help!