7 tips for a landing page that converts your prospects – Inbound #9

Attracting prospects and turning them into clients is the objective of every business. For this, user-focused web communications (or inbound marketing) is ideal! But each stage of the process must be well managed. Here, we have listed 7 best practices for ensuring optimal conversion with your landing pages.

As a reminder, a landing page is a page that highlights a free offer (a file to download in exchange for the internet user's email address). It is an essential element of user-focused web communications.

The classic journey your internet users will follow is: blog article > call-to-action button > landing page > thank-you page > downloadable offer.

They will discover a blog article that interests them. From there, they will follow the complete journey through to your offer, provided it interests them too. They gain instructive content with high added value. You gain their email address, at the very least — and therefore a transformation of unknown internet users into leads!

To ensure this journey, you will need to create each stage of it. Whilst the landing page is the second-to-last page your internet users will see, it will be the second one you create (after the thank-you page). Indeed, we recommend building all these steps in reverse order; by the time you begin writing your blog articles regularly, the entire journey will already be mapped out and you will only need to add your links to connect everything.

Now, here are our tips for optimising your landing pages!

Find the elements mentioned on this example of a landing page — with the exception of the 7th point, which happens outside the page (each point is detailed below):

1. Clearly state the purpose of your landing page

The internet user must immediately know what the landing page they are viewing is about. Make sure you present your offer with a large, clear, concise, and action-oriented headline to encourage conversion.

2. Present your offer concisely

A paragraph can explain to the internet user what they will gain from downloading your free offer. The goal is for it to be clear and impactful. You can use a bullet-point list or any other means of describing the features of your offer in a visually attractive way.

3. Remove the menu and any possible distractions

The landing page must focus on the offer to be downloaded, encourage the internet user to complete your form, and provide information about themselves in order to proceed with the download. Do not risk diverting their attention. Remove all distracting elements: menu, adverts, links, and so on.

4. Create a form of a size proportionate to your offer

In other words, the more important the knowledge your free download offers the internet user, the more information you can reasonably ask them to provide. Each piece of information requested will represent an important criterion for your sales team; ask for details that will be useful to you afterwards.

An internet user who absolutely wants to download your offer will not mind providing their email address, the size of their company, or the problem that is driving them to download your offer. On the other hand, if the offer provides the internet user with relatively modest added value, opt for a simple form that asks for the bare minimum.

5. Illustrate your landing page

Still with the aim of presenting an attractive page, illustrate your landing page with a preview of your downloadable file — as an image, animation, or video.

Visuals will help the page to better capture attention and give a foretaste of the downloadable file. Much like a well-made trailer that makes you want to watch the whole film.

Be careful however not to overwhelm your landing page with illustrations. One will be sufficient.

6. Add sharing icons

At the bottom of the page, so as not to interfere with conversion, these icons will allow internet users who wish to share your page on their Facebook, Twitter, LinkedIn, and other accounts.

A good way to extend your visibility and, perhaps, reach new prospects!

7. Work on SEO

As we saw in the dedicated article, a thank-you page should not be indexed by search engines, whereas a landing page, on the contrary, must be exposed as widely as possible.

Work on the metadata and text of your landing page to ensure it achieves the best possible organic search ranking. The more you increase the chances of it being seen, the more you increase your potential number of leads!

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We hope these 7 tips will allow you to optimise the effectiveness of your landing pages, or to create your first landing pages with complete confidence. For any question or enquiry about how landing pages and user-focused web communications (inbound marketing) work, do not hesitate to ask http5000!

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