Creating Good Landing Pages
Websites are often a set-it-and-forget-it task for companies. They have an agency or web developer create the initial site and then only make minor updates if ever. While some website is better than none, many overlook a valuable tool to convert leads that takes very little effort: the landing page.
Your "Contact Us" Page Is Not Enough - Most contact pages ask far too many questions and only encourage visitors who are very serious about your product to fill out the form. How many people who are early in the sales cycle might you be losing? You need a variety of landing pages targeting different visitors at different stages of conversion.
Your Offers Need to Be Compelling - Create an offer that is worthwhile to your visitors. Your offers need to be targeted to their place in your sales cycle. Our site (
www.IMLSmallBusiness.com) is set-up to gather leads by offering the prospect the opportunity to get a free report. The report is “
Ten Steps to Creating a Functional Website”. You can see how this offer could lead the prospect to trading their name and phone number for some free education about building their new website.
What Makes a Good Page? There are some key features to a landing page that coverts well (3-5% is considered good). They are: • Concise, clear information on what they will receive for sharing their information; • Why they absolutely must have this information; • What they need to do to get it; • Low-barrier-to-entry form.
Make It Easy and Simple - Even if your business revolves around a complex product or process, keep the offer simple. Your visitor wants information, benefits, instant gratification. The landing page needs to be equally simple. Keep the information organized using bullets to guide them. You only have a few seconds to capture them. Pictures or screen shots are helpful, too.
Don't Stop at One - Once you have one landing page, try another! We have added many ways for prospects to interact with us on most pages of
http://www.imlsmallbusiness.com with simple forms that require minimal information. You may be able to use the same offer, but spin it differently to capture a slightly different target. Ideally, have different offers for the unique target's needs. You will be converting all over your website.
By using your website and its pages to convert visitors better, you will appreciate the power it has on your sales. And, you might even get your sales people to stop complaining about the leads you send them! Sorry lonely Contact Us page, you just aren't cutting it anymore.