Now that you know exactly what a landing page is, do you know how to make yours convert? Let’s start with “what not to do”:
1. Too Many Options
Landing pages exist for one reason – to capture the details of your lead, so get rid of all the extraneous links that would take your visitor off the page.
2. Too Much Other Information
You want your visitor to fill out the form so don’t hide it below pages of text. Put the form front and centre and keep all other distractions to an absolute minimum.
3. Irrelevant Content
If the email that linked to your landing page said ‘red boots’, make sure the page has a picture of ‘red boots’ and not ‘black sandals’. Irrelevant content may cause people to think they’ve clicked through to the wrong page and close it before submitting your form.
4. Not Mobile Ready
There’s nothing worse than trying to read a landing page from your phone and it’s barely legible. With more and more people reading email on their smartphones, they must be able to submit your landing page form too, or you’ve lost them as a lead.
5. No Incentive to Convert
People are tired of constantly being asked for their contact information so it’s up to you to incentivise them to submit your form. Make the deal irresistible! Offer a discount, a free download, a voucher or a seminar seat – whatever you offer, make sure your audience wants – or better yet, NEEDS it!
6. It’s Ugly
Humans are visual creatures and we’re bombarded by so many adverts all day that yours needs to stand out. It can be simple but it must be striking – no bad stock photography, outdated designs or awful fonts (Comic Sans we’re looking at you!).