One purpose of your website is to generate leads and a popular tactic used to collect leads is having an offer with a “give-to-get” call to action. The “give” is the offer you are giving the user – such as access to a white paper, an educational video, free calendar, or downloadable resource guide. The “get” is the user’s contact information, which they submit through a form to get your offer.
While your offer is unique, the landing page structure in which it sits will have standard characteristics that ensure its effectiveness. We explore these characteristics in this article.
These characteristics are based on our deep experience and knowledge of using landing pages in effective lead generation marketing campaigns we’ve developed for financial services firms.
A Page All Its Own
Landing pages are designed to stand on their own to purposefully focus a user’s attention on a completion action (submitting a form.) This works because, unlike an offer being part of a webpage with multiple offers, it ensures that the offer’s supporting content is given enough space to reinforce the value of the offer. Another benefit of independent landing pages is that form conversions can be easily tracked – and tracked as part of an online campaign, such as in a Google AdWords or retargeting ad campaign.
As part of the standalone landing page structure, the page is more streamlined and simpler in appearance than a typical webpage. An effective page will not have a top or bottom navigation as typical webpages do. By removing distractions that could cause a user to navigate away from the page, the landing page’s conversion rate is optimized. The same holds true with the landing page form; The fewer form fields, the better the chances that the form will be completed.
An effective landing page will feature a title and concise 1-2 sentence pitch that immediately grabs the attention of its intended audience. Use action words that will appeal to the user. For example, “Improve Your Ability to Identify Futures Market Opportunities” is more effective than simply “Get Our Trading Guide”.
Clear, Simple Messaging
A great landing page won’t be cram-packed with paragraphs of text; it will have bite-sized pieces of key information that convince and reinforce the offer’s value. Bullet points of what’s included in the offer, what the user can expect from the offer, or the listed benefits of the offer can quickly communicate and spur a user into action.
Once a user completes the form to receive your offer and clicks the submit button, the landing page must direct to a confirmation page or “thank you” page. This page thanks the user for their interest and sets next step expectations. If your offer is available for download right then and there, include a large download button on the confirmation page. If your offer is to be emailed to them, clearly communicate this and let them know to check their inbox. The confirmation page also holds form conversion tracking code, so it is a technical component that aids in triggering data for analytics.
Offers are key in fueling the lead generation campaigns attached to your website. Offer landing pages are round-the-clock opportunities to provide value, extend thought leadership, and funnel leads into your sales pipeline and subsequent nurture drip campaigns. Make sure that the landing page your offer sits on is poised to convert leads in the most focused way possible by following and applying these standard characteristics.
About the Author: Sarah McNabb
Sarah McNabb is Chief Marketing Officer at Gate 39 Media, a financial services marketing firm providing online marketing and application development for financial services across futures, equities, hedge funds, and alternative investments.