As a business owner, you’re constantly bombarded with must-have scare tactics and offers to improve your company’s bottom line, but as you’ve come to realize, not all offers are created equally—and this will always be true. However, there are plenty of proven ways to advance your business, and one such way is by utilizing online marketing solutions, like inbound marketing.
Inbound Marketing, over the last couple years, has ignited the industry with online marketing solutions focused on, not just lead generation, but lead conversions as well. And one such way to help your business convert leads into happy customers is by applying landing pages to your inbound strategy.
What are Landing Pages?
Landing Pages, often referred to as lead capture pages (wonder why?) help capture and convert new leads by funneling them through an automated sales process that promotes analytics, design, and persuasive language. They’re designed as a middleman between your website and sales team—a middleman that works tirelessly 24/7, 365, to convert your visitors to leads and engage interested bystanders.
Landing pages also utilize another pillar of inbound marketing: Calls-to-action (CTAs). These buttons help drive your audience to where you want them to go, often funneling prospects through the funnel, themselves. So…
How To Get The Most Out Of Your Landing Pages and CTAs?
What are some of the best ways to utilize your landing pages and CTAs to improve lead conversions for your company? It starts at the beginning.
Keep It Concise
Your landing pages have, generally, one job: to convert leads. And seeing as it’s unlikely a viewer accidentally stumbles upon it, it’s imperative that you get right to the point. Cut the fluff—we already have short attention spans, and internet cynics are a dime a dozen, so make it easy to see why they’re there.
Focus the content on why they’re there immediately, and clearly. They should know what you’re offering with just a glance, and if they can’t, you need to revise your content. How does what you’re offering alleviate their pain points, or address their wants and needs?
Appeal Visually
The best landing pages use the eyes to their advantage. Too much clutter can turn away a prospect, distracting them from the offer. The offer is the only thing you need to engage them with, so focus your attention on cutting out the clutter in place of a clean, simple layout. Remember, a landing page funnels prospects along the sales process to convert leads. And landing pages need to convince the user to click on the CTA to push them further along the process, so you need to make that button POP.
The CTA should be the most obvious aspect of the landing page, with contrasting colors, a location that’s easily accessible (above the fold), and an enticing offer that persuades the viewers to act now—rather than later. If you don’t make the offer seem need-to-have, what’s pushing them to indulge now over later?
Credible Formatting
Formatting, or putting the appropriate pieces of the page together, is another major factor in the success or failure of your landing page. Knowing the correct placement of your headers, images, videos, copy, forms, CTAs, and anything else you include is important, as the best landing pages work in tandem with all of the smaller pieces, and that includes testing it to see what aspects perform best within your audience.
And once you have your layout squared away, adding credibility to your page is the cherry on top. Sometimes, a prospect might come across your landing page, and it helps to have information from your company present to prove the legitimacy of your offer. This means, you should have a logo image somewhere clear on the page so they know who is making the offer, and you should have links to any social media accounts so they can get to know your company better on a personal scale.
These tips for creating winning landing pages and CTAs can drastically improve your lead conversions, helping to cement your business amongst your competitors. Boosted sales, means your lead generation machine is churning and burning, and the more weight your business carries online, the higher its rank will be through search engines like Google and Bing. In addition, online marketing solutions are less costly in time and money, making it a perfect supplement to your current strategy.
