Focus on the offer, do not give space to other information or links that distract your visitors on the way to becoming a lead . Therefore, you should not leave navigation links to other parts of the website, but only show the information about the content offer and the form.
Be brief
In digital, the rule of thumb is “less is more” – don’t go around in circles too much, with too much text on a page, the visitor can lose focus, or worse, lose interest . Write a clear, concise and action-oriented headline and clearly explain the content offer and emphasize (bold or larger letters) the value of the offer.
You also need to let your visitors know what they are getting and how they are uk email database going to access it. Will they need to download it? Use the word “Download” in the header, if they are going to see a video, tell them they are going to see a video.
It is also important to include the type of offer in the headline, such as “eBook” or “template” etc., so search engines will understand what the offer is about. An easy formula for writing a headline is an action verb, explaining what the offer is and detailing the benefit of the offer to the person.
Set a metric
You need to set KPIs to measure the effectiveness of your landing page. The recommendation is that there should be at least a 20% conversion rate for a landing page, that is, 20% of people who arrive at the home page and finally fill out the corresponding form. If you have less than 20%, start evaluating what is wrong with it.
A landing page promoting a free consultation is expected to have less traffic than one containing an offer to download an eBook , as the latter is more geared towards the discovery stage of the Buyer's Journey . However, even though the page has less traffic, you should still aim for a high conversion rate of 20%.
According to the Buyer's Journey, the buyer goes through three stages: discovery, consideration and decision. The amount of information you ask for in the form is proportional to the value of the content offer, that is, if you are giving an eBook it is not the same as if you are giving free advice.
Therefore, for each of the stages you must have a different form, for example, in the recognition stage, when the prospect is defining what his problem is, you cannot ask him for too much information, he does not know you well enough yet.
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But if the prospect is already in the decision stage, you can even ask for their number and they won't feel offended or that you are invading their privacy, because you have been accompanying them for a large part of their journey and they already feel confident in you.
Use an image or video
Not just any image, it should be a relevant image or video that relates to the landing page offer. In the case of video, it should be short, clear and concise. Visual support can communicate the offer much faster to a visitor than reading about the offer.
Integrate buttons to share on social networks
Adding social sharing icons allows your visitor to spread the word about the offer to their friends . Rest assured, if this person finds the content relevant and useful, chances are there is someone in their social network who might also be interested in the offer.