Let’s face it, a blind monkey can send traffic to any website or landing page. Getting visitors to your website is not a big problem. The problem is that MOST business don’t have an unlimited budget to spend on driving traffic that does not convert into a lead.
With landing pages you are able to be more precise in what your call to action and messaging is as it relates to what the user is actually looking for.
For example, let’s say that you own a carpet cleaning company. Most carpet cleaners have several services that they offer, for example …. general carpet cleaning, pet stain removal, upholstery cleaning, tile and grout cleaning, etc.
Instead of driving all of your clients to one general page, send them to specific landing pages that talk about the exact solution they want.
Here are some tips on how to convert them once you have gotten them to your page.
Keep it simple.
The purpose of a landing page is not to drown the potential customer in lots of information about your business, its history, ect. It is to collect lead information or have them pick up the phone and call you. The content you have on your landing page should focus on what you will do specifically for them and why / how they should take action to connect with you.
Use photos, bullet points and short forms to entice. You have a limited amount of time to clearly state your benefits and capture their attention.
A landing page is NOT the same as the home page to your site. Keep it free of distractions and links. Your goal is not to entertain them but to clearly state your benefits and the reason they should contact you NOW.
Use Simple Contact Forms.
Only ask for the absolute minimum amount of information so that you can contact them back of send them something via email. Remember this is just the first date, people are not ready to get married yet so long forms requesting lots of information will be a turn off.
The form fields that we suggest would be Name, Email, Phone (if necessary).
Be Mobile Friendly.
In 2014 over 53% off all searches were done on mobile device and this will only increase in the future. Make sure that your landing page (like your website) is responsive so that it will be easy for people to read no matter how they get there.
Make sure that you are tracking ALL the conversions
It is super important to not just drive traffic to a website and optimize for conversion but to track the conversions back to their origin so that you can better understand what is truly working. This includes tracking your phone calls. For most businesses a phone call is THE MOST important lead that they can receive, make sure that you know WHERE those calls are coming from.
Bonus: Add Video Content
Short videos on your landing page can increase your conversions by up to 79%. It can increase the length of a visit and also raise the authority of your message. It is a great way to quickly give a visual reference to help your potential customer see themselves benefitting from using your product or service.
Final Take Away
Landing pages don’t have to take a lot of time or effort but they are not just a “set it and forget it” solution either. Make sure that you have a plan to review your results of your landing pages and make adjustments to improve their conversion rates on a regular basis.