Getting the Most Out of Landing Pages

To help convert website visitors to real leads, it's important to create landing pages that have a clear, concise headline.  After a visitor clicks through on a Call-To-Action, the landing page should follow best practices for the conversion process.  The conversion process can happen at any stage of the Buyer's Journey including the Awareness, Consideration, or Decision-making stages.

Suggestions for best practices in creating landing pages for a CTA should include the following.  A clear, concise, and action-oriented headline.  Readers should within 1-2 seconds be able to discern clearly what is being offered since they will be making decisions within that time frame to stay on the page.  Also, the value of the offer should be clearly communicated with as little text as possible.  The reader shouldn't have to take long to understand exactly what's being offered.  Use clickable buttons as well, as most every visitor knows how to engage with button CTA's.

Navigation menus and links should be kept off of the landing page as well.  It's important to keep as little navigational clutter out off the page as possible.  Having said that, one good, attention-getting image directly related to the offer is helpful.  Also, it is important to keep the offer above the page 'fold', or upper half of the page so a visitor doesn't have to scroll down.  Instead of an image, a short video or professional animation can be used.  It's also important to place social media links clearly and visibly to be sure that visitors will share the offer with friends.

Finally, if the page doesn't convert at least 20% of visitors to conversion, then it's important to revisit and analyze the landing page for best practices.   Testing and analyzing the page continually for effectiveness will help raise the conversion rate.