How Your Landing Page Affects Lead Generation

December 17, 2015 By Jeff Price No comments yet

Characteristics Of A Successful Landing Page

People talk about landing pages on the internet all the time – “you need one to capture leads! You need one to make sales!” But do you know what a truly effective landing page looks like?

If you want to boost your lead generation and start building the profitable list of your dreams, then perfecting the content of your landing page could be a key factor.

A Compelling Headline

Headline is one of the first page elements that any visitor notices once he/she arrives at a landing page. As such, having a relevant, catchy headline as well as a persuasive sub-headline is important if you want your prospects to read on.

Focused and Concise Copy

The more relevant the copy is to the prospect, the more intrigued he/she will be. As such, it is important to create copy which is focused towards your target audience. A good way to do this is to create user personas based on data you can then keep in mind when you create the copy.

Make sure that the copy is concise and to the point. Try to use bullet points. Bullet points are a great way to hone in on key aspects of your offer and make information easier for users to digest. As we mentioned earlier as well, the attention span on the internet is just too less to bother with content that doesn’t get to the point in the first few seconds.

Simple Form

The less information that is asked in a form, the higher the chances of prospects filling it. Try to keep fields at a minimum by only asking information that is relevant and important to your business.

Social Proof

Social proof is used in various ways on a landing page. They may take the form of testimonials or even an info-graphic showing names of companies who already use the product. It is important to note here that the testimonial must be relevant to your user persona. For example, if the landing page is targeted towards a young finance professional working at an investment manager firm, it makes good sense to use testimonials from similar young professionals and to show investment management firms which already use the product.
– via VWO Blog

Optimize your landing page for SEO

Did you know that the SEO on your landing page is just as important as within your blog posts? SEO is all about getting found by the people who need your product, so making each and every page on your site easy to find and high ranking is an important piece of your marketing strategy.

When it comes to creating a landing page it should be considered that the chief source of most leads is still search. Increase the chance of a lead finding your landing page in the first place by optimizing it with Google’s search algorithm in mind.

Optimize your Landing Page’s Title:

Your landing page’s title is what shows up in the tab. This is different than your page headline, USP or what shows in the URL. When creating your page in wordpress or with HTML, keep in mind the title best practices:

Keep it short

Keep it keyword-centric

Use long-tail format

What’s long-tail format?

Since the Hummingbird update, Google is prioritizing the context of a search as much as it is the keywords. Long-tail is this context-centric search format.

Think of asking SIRI ‘Where’s the best Thai restaurant in the area?’ She scurries off with that information and comes back with a response that makes sense. Google is designing its search to do the same. Instead of ‘Landing pages: 10 steps to Conversions’, test out calling your landing page something like ‘How to Build a Landing Page that Converts’ as this is what people will search for on Google.

Your title is what Google’s little algorithm bot sees first when it’s sent off by a web user’s search. Optimize your landing page’s title and that bot will see you first.

5 More Awesome SEO tips

Use different headings tags (like h4 and h1) and bold and italicize keywords: the Google search bot sees these more than it does normal text

Optimize your copy with keywords, dynamically and fluidly spread throughout

Include an image with alt tags – this lets the search engine know what your image is about. Also will show up in image search

Link to your landing page within your own website

Syndicate your landing page as much as possible with link-building on forums and social media platforms

– via Wishpond