5 Tips for Attracting Online Leads With Landing Pages
Posted by Matt
Marketing guru, Seth Godin once called landing pages “the new direct marketing”, and he was right.
Landing pages are one of the best things you can implement on your website if you want to attract customers, as they’re effectively the gateways that convert your casual visitors into valuable leads.
But what is a landing page?
Let’s put this to bed before we delve any deeper. A landing page is essentially the first page that a visitor sees when they ‘land’ on your website. Not necessarily your home page but any page that a person finds themselves on after clicking a link from an advert, an email or from any other source.
The whole purpose of a landing page is (or at least it should be) to focus your visitors’ attention on one thing and one thing alone. That might be a sales offer, an invitation to register for a newsletter or something else that encourages your prospect to take some form of action.
An intelligent, well-structured page that appeals to your visitors’ needs can be the beginning of a beautiful relationship, whereas a badly designed one will have all the allure of a cheap aftershave.
Don’t repel your prospective customers. Grab their attention and keep them engaged by following these 5 landing page tips:
1. Put your UVP first.
A UVP is your ‘Unique Value Proposition.’ Essentially, what the whole point of the landing page is from your visitors’ perspective. So think about what you’re offering in the context of what the benefits are to them. Studies show that you have around eight seconds to attract the attention of your website visitors, so display your UVP clearly, right at the top of the page and make sure it’s the first thing that they see.
2. Arouse an interest in your visitors.
Once you’ve attracted the attention of your visitors, the next step is to stimulate their interest and one way of doing this is by asking a question. “Wouldn’t it be great if…?”, “Do you struggle with…?” or “Have you ever wished…?” are good openers if you relate them to a specific problem or challenge they might have. If you can get them saying “Yes!” then chances are they’ll want to read on.
3. Keep it short.
In the early days of the web (as far back as the late 90’s even!), landing pages were monolithic documents that went on forever. Line after line, paragraph after paragraph – effectively telling a story designed to empathise with the reader, show them that ‘we understand,’ tug on their heart strings…you get the idea.
Now, that style used to work well, but today people are a little more cynical and they tend to view those tactics as nothing more than a cheap trick. So try to keep your pages short and to the point; maybe using bullet points or even a quick video to get your message across succinctly and successfully; and before your visitor has dozed off.
4. Include testimonials.
One of the biggest obstacles that most websites must overcome is that of a lack of trust. It’s simple enough to tell your visitors what it is that your business offers and what your expertise is, but to convince them of your integrity is a little harder to achieve.
Create a sense of credibility and trustworthiness by including testimonials on your page. If you’ve worked with some big brands or have been awarded any notable certifications as well, display them prominently as it will go a long way to providing that feeling of reassurance for your prospects.
5. Give something valuable away.
The best kind of landing page is one that encourages people to sign up to your mailing list and the most effective way to do this is by offering something for free. Everyone loves a freebie!
Incentives that are great for capturing leads include a free gift such as an ebook or a video course, a discount on your products or services or the opportunity to attend a webinar.
Whatever it is that you offer, make sure that it’s of high quality and not something you’ve just slapped together at a moments notice. It’s a big deal for someone to hand over their contact details; so give them something that’s not going to leave them feeling like they’ve just won a plastic toy from a cheap party cracker.
Overall, be clear about what action you want your visitor to take when they arrive on your landing page; and make it as easy and compelling as possible for them to take it. Get that part right and you’ll be well on your way to developing a website that attracts many more leads for your business.