This week I have been working on designing a few landing pages for various PPC lead generation campaigns.
Based on my experience, subject matter research and discussing it with my work colleagues I made a list on what makes a good landing page for lead generation.
Navigation: This should be removed you don’t want to distract the visitor away from the offer and conversion action.
However you should include a link in your logo so the visitor can visit the main site if they wish to.
Include a footer with links so that the visitor and Google can see you are part of a larger site.
Header: This should be clear & relevant to the visitor so that they are encouraged to scan down, using large clear fonts and if possible dynamic keyword insertion to make the page more relevant to the visitor.
Site Text: This should support any claims you made in your adverts. For example if you offer a free trial in your advert you should make sure the text on your landing page and offer supports your advertising claim.
Don’t make the visitor wonder if they are in the right place tie up you ad copy and keywords with your landing page text and offer.
Text should be in short bullet points and contain your ad keywords, as visitors will scan your landing page rather than reading it.
Graphics: Are eye catching they should be consistent with and support the campaign you do not want them to distract from the offer.
Video: Include a video to highlight the benefits or your offering, you can then always A/B test video or text to see what converts best for you.
A video is a great way of providing the visitor with information without making the page overwhelming.
Form: Make the lead form obvious! It should be at the top of your page don’t make the mistake of having it below the fold.
The form itself should be short and sweet, the goal should be to only capture critical information as the less the visitor has to fill in on the form the higher the conversion rate.
The “Submit” button should be labeled as their action, for example “sign me up to the free trial” or “download my free e-book”
Try to draw the visitors eye to the submit button you can do this by using color and/or arrows to get their attention.
Social Media: Add a forward to a friend button so that your visitor can pass your landing page on to relevant people.
Focus: The goal of the page is to convert the visitor so keep the landing page simple and to the point, resist adding extra information about your company.
Test: Use Google Optimizer to test it is a great tool that allows you to do A/B and multi variant testing of your landing page/s.
