Ask any business owner if his website is delivering for him, and he cares about one thing: leads. “How do I know if someone is contacting me from the website,” asked one business owner recently. Website traffic is worthless if you aren’t able to convert visitors into something of value to your boss.
Traffic is converted to a lead when the B2B marketer captures the visitor’s contact information on a landing page. Unless visitors are convinced you have something they need and want, it’s not likely they will give you their email or contact information. Thus the goal of a landing page is to convert those visitors to leads with a clear and compelling offer. Follow these best practices for the best results.
Keep it Simple
Make one offer, and one offer only. Multiple offers only serve to confuse. Strive for clean navigation that points the visitor to the desired action. Keep enough white space, so that your message can easily be scanned.
Keep it Direct
The headline should offer a clear benefit. This is not the time to be clever. Your goal is to be understood. Answer the obvious questions in clear and concise bullet points. If your prospect is on the fence, what would be the one thing you would say to convince them? Consider a testimonial to instill trust and confidence.
Make the Button Big, but Keep the Message Soft
Users should intuitively know where they need to click to submit their information. Avoid words like “Buy” or “Subscribe” as these words can lower conversion rates. Studies show softer calls to action such as “Get Started” or “Try it Now” work better.
Landing pages are one of the most important features of your site, so give them your attention. Without a good landing page, you can’t deliver on the only measure of success that your boss or business owners understand: leads.