Landing pages are a key lead-gen tool for all B2B marketers. When crafted correctly, landing pages have the ability to generate a large number of highly-qualified leads for your business.
In previous posts, we’ve talked about many different ways to make your landing pages successful and how to avoid common landing page mistakes. This post will serve as a quick gut check to determine if your landing pages are optimized for your site’s visitors. When constructing a landing page, you need to make sure it answers the following questions for each visitor.
What’s in it for me?
Bounce rates on landing pages can be very high, so capturing a visitor’s attention quickly is crucial. The easiest way to grab a visitor’s attention is to offer them something of value, such as an informative white paper or a free product trial. The value proposition should clearly explain the benefits of taking whatever action you are asking visitors to take.
How do I get it?
Landing pages are used to get a visitor to take a certain action. Usually this will be filling out a form or visiting a particular page on your site. Whatever the goal, make your intentions clear with a direct and compelling call to action. If a user has to complete a form to obtain a whitepaper, make the form short, prominently displayed on the page and easy to complete. You want to streamline the process as much as possible to improve conversion rates.
Why should I trust you?
Most visitors feel some degree of hesitation when it comes to turning their information over to a total stranger — especially a company that could potentially flood their inbox with emails for the foreseeable future. Add some social credibility to your landing pages with a short client list or customer testimonials. This will help build credibility and trust with the visitor and increase conversion rates.
Although the three questions above are very straightforward, the process of creating a landing page that will answer them all can be a challenge. Pardot has created some great resources to help you with the process. If you can create a landing page that will answer the three questions above quickly for your visitors, you will be able to convert more visitors into leads.
How do you design your landing pages for maximum effect? Let us know!