04 Aug Landing Pages: 4 Steps to Creating Pages that Convert
If you’ve been paying attention, you’ve probably noticed we talk about landing pages pretty frequently. And, there’s a good reason: landing pages are a great way to attract leads and convert web traffic into sales and returning customers.
If you’ve been creating landing pages, but not converting traffic into leads or sales, then something isn’t right. If your website is a salesperson, then landing pages are the tools that salesperson uses. These pages can be (and should be) used to:
- Target Local Markets
- Provide Top of The Funnel Offers
- Collect Information
- Promote Offers
- Launch Products
You see, there’s a lot of great reasons to be using landing pages. But, if you’re going to use them, you better be using them correctly.
What Converts Traffic On Landing Pages?
While conversion partly depends on your audience and how you segment them, there are a few other factors that can help you increase the conversion rate on your landing pages:
- Stay Above The Fold
- Provide Proof
- Contact Forms
- Simplify Copy
Using these four things on your landing pages will go a long way in helping you convert visitors into leads and increase sales. Here’s how:
Stay Above The Fold
If you’re wondering what “the fold” is don’t worry. You aren’t alone. It’s kind of a confusing term and unless you’re a web designer or digital marketer, you may not have heard it before.
It actually comes from an old newspaper term. When newspapers arrive, they are typically folded in half horizontally. Above the fold refers to the upper half of the newspaper.
In web design terms, above the fold refers to the portion of the screen that first pops up without you having to scroll. So, everything above the fold is what you see without scrolling. If you scroll, then you’re going below the fold.
What a lot of people don’t understand is that web visitors often won’t scroll to find information below the fold. So, if you’re placing critical information, your CTA, videos, contact forms, or images below the fold, you’re probably losing out on a lot of opportunities.
When it comes to your landing page, it’s important to keep things like videos, bullet points, and contact forms above the fold. This helps ensure that your target market will see the information and fill out the contact form.
Just because you’re claiming to sell “the best hot sauce east of the Mississippi” doesn’t mean visitors are going to believe you.
It’s your job to convince visitors of that claim. With proof, you can help establish your credibility and convince visitors they need your product, can’t live without your service, or absolutely have to download your e-book.
So, how do you establish this “proof?”
Well, there are several ways you can do it:
- Reviews/Testimonials: This is the classic way to show proof. By collecting reviews or testimonials from your clients or customers, you can prove that your claims are true. Make sure your reviews and testimonials are genuine, free of spelling and grammar issues, and relate directly to the subject of your landing page.
- Video Demos: If you’re launching a product or promoting a special offer, then a video demonstration is a great way to show potential leads how it works and what to expect. The video allows visitors to see first-hand what you are talking about.
- Ratings: Coming from all over the place, ratings (as in 4 out of 5 stars or 98% Customer Satisfaction) are a great way to show your value. Whether you sell products or services, ratings allow you to better visualize how much you are worth. You can collect these ratings on Google, Facebook, and whole host of other sites.
- Awards: Have you won any awards for your product or services? This a great place to showcase them. Instead of just saying you’re best hot sauce, an award conveys the same message while also providing legitimacy to it.
It probably seems a little silly that we’re mentioning contact forms on this blog post.
Who creates a landing page without including a contact form?
Well, that’s not exactly what we mean. What we do mean by including contact forms in this list is the way contact forms are used.
For starters, contact forms should fully fit above the fold (see, earlier lessons are already starting to come back into play). If your contact form goes beyond the fold it’s an indication of two things: 1) it’s probably too long and needs to be shortened. 2). Your visitors most likely won’t fill out the form because they can’t see the whole thing.
The second thing you need to think about when it comes to contact forms is the information you’re asking for. How many questions do you ask? What types of questions do you ask?
Contact forms need to be simple. You should always include the basics: name, email address, and phone number.
Beyond that, it all depends on your overall goals, but you could ask questions about job title, business name, business functionality, number of employees, where they heard about x, and other questions that will help you segment your leads.
However, you need to avoid asking all of the questions you can think of. Remember, this is the start of your relationship. You wouldn’t ask every question you can think of on the first date, so why do that here?
We know how much you love writing about your products and/or services, but your landing page isn’t the best place for that (no matter how great of a writer you are).
In order to get the conversion rate you’re looking for, your landing pages need to have simplified copy. This doesn’t mean you have to dumb down your text. In fact, it’s kind of the opposite of that. You need bullet points that convey your message, sell your offer, and highlight the benefits and features of your offer.
Remember, you have to keep the important stuff above the fold, so long narrative text will probably run below that point. Bullet points not only let you stay above the fold, but they also help you create easy-to-read text that visitors can quickly scan and understand.
By highlighting a few features and benefits, you’re able to create a sense of need in your visitors. When they understand why they need you, your product, or your service, then they’ll be far more likely to complete any form or other CTA you have the page.
Landing Page Anatomy
Landing pages are a constantly evolving piece of your digital marketing. You have to be willing to tweak, change, and adjust them on an ongoing basis. Only then will you be able to make them as successful as possible. Consider changing up the questions in your contact form. Adjust the benefits. Change out the proof you offer. Keep adjusting and refining.
If you’re ready to start converting traffic and really step up your landing page game, then you’ll need a strategic digital marketing partner. At Iconic, we’re all about helping our clients strategically grow their leads and increase their sales.