Now that you have some awesome CTAs you need to drive those links to landing pages. Landing pages, sometimes called a “Lead Capture Page,” are used to convert visitors into leads by completing a transaction or by collecting contact information from them. Landing pages consist of:
- A brief description of the offer/CTA
- At least one supporting image
- A form to capture information (most important)
Landing pages are a necessity to your website. They direct your visitors to one particular offer without the distractions of everything else on your website. Visitors are on a landing page for one purpose only: to complete the lead capture form!
Then, what makes an effective landing page?
- Never ever use your homepage as a landing page.
- Keep your pages simple and minimize distractions. Remove main site navigation from the landing page so visitors can focus on completing the form and not continuing to search your site.
- Make it very clear what the offer is and make it irresistible. Absolutely make sure that the content on your landing page matches your call-to-action.
- Only ask for the information you need for you and your sales team. Also avoid asking for sensitive information that companies or consumers may not want to disclose.
- Consider the value to the offer. The more valuable an offer may be perceived, the more information you may be able to ask for in return. If it’s a newsletter subscription, only ask for email address (and maybe first name, at most).
- Add a privacy message that indicates their email will not be shared or sold.
- Don’t use the word “SUBMIT” on your form buttons! No one wants to submit anything. Instead, try “download whitepaper,” “Get your free eBook,” or “Join our newsletter.”
- Fulfill the request instantly, if advertising a downloadable offer as your CTA. For example, if your form is for a whitepaper download, include a link to download that whitepaper on the very next page (typically called a “thank you” page). Another option is to send an auto-responder email containing a link to the offer but it’s recommended it’s given right away upon form submission so people don’t have to dig in their email for your content.