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Friday, December 5, 2014

4 Marketing Do's and Don'ts When Creating Landing Pages

Landing pages are an important asset for marketers to help convert prospects into leads.  I’ve come up with 4 Do’s and Don'ts to help you in creating effective landing pages.

Do’s:

Make your landing page straightforward and simple.
If a prospect doesn’t see what they are looking for when visiting a landing page, I can assure you they won’t stay on the page very long, and then you could lose a potential lead. You want to make sure your page has a well defined header, brief but detailed description, and has a clear call-to-action. This will help guide the visitor through the steps you want them to take.

Show consistency
If the landing page you are creating is a part of a larger marketing campaign, then make sure you show consistency in tone of voice, design and format, and the message you are trying to get across.

Use images
Images grab the attention of your landing page traffic. They also communicate ideas much better than text. You can A/B test different images to see which will provide you the best traffic for a specific landing page.

Close and convert them with a clear call-to-action
The call to action is the step you want your visitor to take. For example this could be asking them to  sign-up for a whitepaper, register for a webinar or even download a product demo. Whatever CTA you decide on, just make sure that it is clear and straightforward to help move them along your conversion funnel.

Don’ts

Don’t give the visitor a reason to navigate away from your landing page
Remove additional navigation from your landing page. This includes links to other services, links back to the homepage, etc. Also, make sure you are directly addressing problems customers are looking to solve by searching you services.

Don’t ask for too much information
Try to keep your forms as efficient as possible. Don’t ask for too much personal information, if it is not needed. Even as a marketer myself I strongly dislike filling out forms, so the shorter the better!

Don’t put your form or main information below the fold
Make sure to keep important information,  as well as the form above the fold. Since you only have a couple of seconds to make an impression on your visitor, you want to make sure that the main message you want to get across, and the path you want to lead them down are first.

Don’t ignore the metrics!
The metrics can tell you a lot about the page, as well as your target audience. You start learning exactly what your target audience is looking for, which in turn helps you build the best landing pages. For example, if you are receiving a lot of visitors to your landing page, but are low on conversions, you may want to do some A/B testing to make sure you are providing what they are looking for.

In summary, a good landing page can help turn a prospect into a lead, and I think we can all agree nothing makes our sales teams more happy than good leads!

Happy Marketing!

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