Industry Conversations, Tips & Ideas

Building Landing Pages That Work
Posted by: Marta on Tuesday, 18 December 2012

If you have been following us for the past few weeks, you have already gained a fair amount of idea how easy it is to optimize and turn a landing page into a perfect lead generation page.

Today, let’s take a closer look at some of the important elements that your landing page should feature for optimum performance.

Come up with a flawless landing page form

A well-designed landing page form is a basic requirement for your landing page optimization efforts to succeed. Remember that the customers are doing you a favor by filling out your forms.

Hence, ask for only the information that you will require for your marketing and sales teams. Never ask any sensitive question whose answers the prospects may not wish to disclose.

Evaluate the value of the offer — to be able to ask for a decent amount of information, you must offer something valuable so the participants get the feel that sharing the information with you was worth it. Choose carefully what you ask for, and promise to give something in return. For example, if you are giving away a free newsletter subscription, ask for the email address only.

Think of an eye-catchy headline

The key objectives of headlines are to draw the attention of readers and give them an overview about the content within. Hence, it is really important that you come up with an attractive, relevant and self explanatory headline for your landing page. Without a suitable headline, all your landing page design and development efforts are less likely to yield the desired result. You need to creatively craft a headline that is both attractive and has the potential of stirring up the curiosity factor in your reader’s mind.

A to-the-point call to action

In most cases, the call to action of a landing page usually comes in the form of a button — regardless of whether it says subscribe, download, sign up or something else. It is the essential element that makes the user continue along the conversion tunnel. Make your call to action button precise and to the point. Never ever try to deceive the users by promising something that you are not going to deliver. It does more harm than good and may even tarnish your reputation in the industry