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How to Create Compelling Landing Pages to Generate Leads
December 18, 2018
Landing-Pages

How to Create Compelling Landing Pages to Generate Leads

Many small businesses have a website, but few understand the power of landing pages.

Landing pages are single page websites that contains information about a specific product or offer. Your business website is used to tell your brand story, explain your products and services, and provide a function (like your store, scheduling appointments, etc.), while a landing page is generally used for promotion.

For example, if your floral company wants to run a promotion before Mother’s Day, you could create a landing page that features a specific bouquet that’s marketed for moms for $40. The page would contain a simple form for customers to fill out and reserve the bouquet, and you could link to this page on your online ads instead of linking to your business website.

Although landing pages are connected to your business’s website, they generally don’t have navigation back to your main site, as the primary purpose is to sell a product or capture leads. There are many types of landing pages, including sign-up pages, informative pages about a specific product, and interactive forms to see if potential customers would benefit from your services.

In this post, we’ll list five tips for building marketing landing pages, so you can generate leads and gain customers.

5 Tips for Building Landing Pages for Your Business’s Website 

1. Determine One Goal for the Page

Since landing pages are only a single page, they should have one goal. It could be to sell a certain product, encourage people to sign-up for your newsletter, or invite people to attend your open house or event. Either way, every piece of content and image on the page should relate to that goal and drive the consumer to fulfill the desired action.

2. Utilize A/B Testing to Improve Conversions

A/B testing is the process of testing different features on a landing page to see which one performs better. When performing the test, all elements of the landing page are the same except for the feature you’re testing.

For instance, you could see whether the words “buy now” or “purchase now” are more effective by creating a page with each version and directing equal traffic to both pages. The page that gets the most clicks or purchases (depending on your goal) is the winner. You can test multiple elements (but only one at a time) to create a page that produces maximum purchases.

3. Design Creatively

When creating a landing page that lives outside your business website, you have the creative freedom to use any design elements you want. For instance, a lime green “buy now” button might perform the best even if it’s outside your brand guidelines. It’s important to note that although you have creative freedom, the landing page should still have the same look and feel of your brand.

4. Include a Call to Action

A call-to-action (CTA) is a statement or phrase designed to elicit an immediate action from the reader. Every great marketing piece must include one CTA, and it’s especially important on landing pages to generate leads for your business. To create a successful CTA, Wishpond suggests using action-oriented words and making the CTA the first thing the visitor notices on the page.

5. Add a Video

A study by Eyeview found that including a video on your landing page can increase conversions by 86 percent. The video should automatically play the first time a consumer views your page and the content must focus on your goal. For example, if your goal is to get visitors to subscribe to your newsletter, the video should focus on the value they’ll get from the newsletter content.

Conclusion: Incorporate Customer Benefit Statements

Each landing page must clearly state what you do to help the customer, even if your goal is to sell them a product. The benefit statement should show consumers you have a solution to one of their problems and they must quickly understand why your product is the best. By showing the customer you care about their needs, you’ll ensure you’re creating landing pages that grab their attention.

Does your business have a great landing page you want to show us? Post a link in the comments section below.

Fora Financial

Editorial Note: Any opinions, analyses, reviews or recommendations expressed in this article are those of the author's alone, and have not been reviewed, approved, or otherwise endorsed by any of these entities.

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Fora Financial is a working capital provider to small business owners nationwide. In addition, the Fora Financial team provides educational information to the small business community through their blog, which covers topics such as business financing, marketing, technology, and much more. If you’d like to see a topic covered on the Fora Financial blog, or want to submit a guest post, please email us at [email protected]afinancial.com.
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