Landing Page Development...Solid Structure = Solid Results

  

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Great landing page development is a critical element of inbound marketing because this is how the conversion of visitor to lead takes place. Of course every website wants to be seen for offering great and valuable content to the visitors, but at the end of the day, converting those visitors into leads and then nurturing them into new clients is how a website is transformed into an online business development tool with an outstanding ROI. Our last post covered the landing page call to action, today we'll look at the framework/structure that generate internet leads for your company.

So, you've created a call to action that a visitor has clicked through and it's taken them to a new landing page. How do you make certain that the structure of your page will get the best conversion rate?

1. At or near the top of the page should be a very clear message to the visitor that tells them why they are there and what they will get. In the example of the landing page for this blog post the visitor knows right away a) they will learn how they can improve landing page results, b) they will get a free landing page evaluation report.
2. Address your visitors pain with how your offer is going to make their life better with a sentence or two and some bullet points that reinforce or boost the value of the offer.
3. Tell your visitor what to do! Do not assume anything, being simple and clear is a good thing! For example, a command like, "To get your report FILL OUT THIS FORM TODAY!" tells your visitor exactly what they need to do to access their report.
4. Make the information you require in your form as minimal as possible. the more information you request the greater the likelihood your visitor will abandon the process. The more barriers, the more visitors fall off! If all you want is a top of the funnel lead, just get their name and email. On the other hand, if this is a returning visitor who is now well into the pipeline and has perhaps already accessed 2,3,4 or more bits of information or reports, you can qualify them further and further as they proceed along the info gathering process, which of course is greater qualification of the lead.
5. Like any other page you create, make certain that the page is SEO friendly. Page title, keywords, description etc. are all important to the success of the page. Search engines rank these pages too! 

We are well on our way to having a great landing page that is going to generate internet leads for your company. To repeat a message we've delivered before (and will again by the way), the companies with the best lead generation websites have opportunities galore for their visitors to click through and become a lead. Get started today! Next post in this series, landing page development has to have follow-up...stay tuned!

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 Have questions? Let's get them answered and move ahead...of the competition!