Landing pages are an underutilized conversion tool for many businesses. According to the Marketing Benchmarks from 7,000+ Businesses report, companies with 40+ landing pages get more than 5 times the number of leads as those with 5 or fewer landing pages. Companies have also seen lead increases up to 55% after going from 10 landing pages to 15.
Landing pages are an underutilized conversion tool for many businesses. According to the Marketing Benchmarks from 7,000+ Businesses report, companies with 40+ landing pages get more than 5 times the number of leads as those with 5 or fewer landing pages. Companies have also seen lead increases up to 55% after going from 10 landing pages to 15.
Using landing pages for lead generation is of paramount importance, so here are the top 4 things the best landing pages have in common.
#1 Headline that Succinctly Communicates the Main Idea
Visitors to a web page conclude in a matter of seconds to either scan the page or leave the page.
It’s critical, therefore, to have a headline that grabs their attention and succinctly communicates the main idea with a defined value proposition and concise explanation of content.
Besides being the first impression, the headline may be your only chance to convince visitors to submit a lead generating form or consume the content.
Related: Top 3 Components of Compelling Content That Drive Conversions
#2 Imagery and Style Consistent with the Referring Ad or Referring Internal Page
Landing pages should have the same look and feel of the referring ad or referring internal page. Therefore, the imagery and style of the page should be consistent with the ad or internal page that brings visitors to the landing page.
Imagery is an important part of information processing. The human brain understands and remembers imagery more easily than text, making it a useful tool for a landing page. All imagery used with a landing page should be directly connected to whatever brought the user to the page. In some cases, this will mean creating separate landing pages for each individual ad.
Related: What is an AdWords Quality Score, and How to Improve it?
Consistent imagery across related ads and pages helps users immediately connect with the landing page. Furthermore, using images that amplify your message, and are relevant to visitors, work best.
#3 200 Words or Less and Written at a Sixth-Grade Language Level
A landing page is not like an article or a page with a video. Landing pages have a specific purpose. Two of the most common purposes include:
- Drive conversions with a lead generating form.
- Drive visitors deeper into the site and further down the sales funnel.
Landing pages are simplistic, well laid-out, have substantially less text than an article, and do not include a sidebar. They also have compelling imagery that amplifies the message. Landing pages with a lead generating form are the most simplistic, creating a frictionless experience so visitors are not distracted (see below).
Landing pages typically have at least one, and often times several, call-to-actions (CTAs). In the case of a landing page with a lead generating form, there should only be one CTA on the page.
Research suggests that 200 words is a good average for landing pages. Longer landing pages tend to have lower conversion rates, while landing pages shorter than 200 words may not give enough information.
It’s also important to write at a level that’s easily readable. Writing at a 6th-grade language level is recommended for the average user to clearly understand the message. You can use various scales to test the grade level of the page; however, the most popular are the Flesch–Kincaid readability tests.
Though typically longer, and not suitable as a landing page for ad campaigns, you can think of a home page as a compilation of several landing pages, including multiple sections to drive visitors deeper into the site, and perhaps a section to capture leads.
#4 Frictionless Call-To-Action Lead Generation Forms
Capturing leads is a top priority for most websites, so the implementation of effective landing pages containing a call-to-action is critical.
Lead capture landing pages are in a class by themselves and uniquely styled from any other type of page.
- Very simplistic with no distractions (frictionless).
- Styled similarly to the ad or page that brought the visitor to the landing page.
- Lead generation forms with a contrasting color that pops on the page.
- Shorter forms often perform better, with no more than 3-4 fields.
- Strong CTA that is easily recognizable, without being overly aggressive.
Perhaps most importantly, every facet of lead capture landing pages should be tested.
- Headline.
- Call to action.
- Images.
- Button design and color.
- Copy, including the length.
- Form length.
Take Away
Utilization of landing pages is critical to generating leads. In most cases, websites generate more leads if a higher number of landing pages are used on the website.
The top 4 components of the best landing pages are:
- Headline that succinctly communicates the main idea.
- Imagery and style consistent with the referring ad or internal page.
- 200 words or less and written at a sixth-grade language level.
- Frictionless call-to-action lead generation forms.
displayClicks is the perfect platform for producing landing pages, lead capture pages, and producing websites. To learn more about the displayClicks platform, schedule a demo or request a 30-day free trial.