Tell us if this sounds familiar… You’re running a fantastic offer. All the components are developed, including– the landing page to capture information or sales, the reward the user gets in return, all the behind-the-scenes pieces that go into delivery, and finally, your promotional campaign. You’ve invested a good chunk of money in advertising and driven a ton of traffic, but barely get any leads or sales.
You, my friend, have a landing page that doesn’t convert. And you’re not alone. This critical component of lead capture often gets overlooked when building out campaigns. But fear not. We know how to build landing pages that engage your audience and drive conversion.
Defining & Achieving Website Conversion Goals
The first step in developing a landing page strategy is ensuring you have a defined goal. What action do you want the user to take once they land on the page? Are you looking for a sale, a form submission, a video view, or something else?
If you’re still trying to determine the best goal for your page, take a step back and determine the overall objective. This is where our old friend, the buying funnel, comes in. Are you trying to increase awareness? Maybe you’re trying to strengthen the relationship with leads by developing more interest or desire. Or perhaps you’re ready for them to act, whether by purchasing a product, scheduling a service, or booking a consultation.
Whatever your intent, make sure you’re offering quality, value-add content that will drive towards your goal. For example, watching an overview video is a logical action if you’re driving first-time users to the page. If you are trying to capture the contact information of users with growing interest, offer something of value, such as an eBook, quiz, or discount code.
Once you have a clearly defined goal, it’s time to begin developing your page.
Developing Landing Pages that Convert
Just because someone has made it to your landing page does not mean they’ll convert. In fact, a good conversion rate is only about 10%, meaning you are going to have to put in effort in both driving traffic and ensuring the page users land on is conversion-friendly.
So, what does it take to develop a landing page that works?
Conversion Strategy
The best landing pages speak directly to your audience and address both the problem you’re trying to solve and the value of your solution. Too often, we talk about ourselves or the product, when the thing that will get users to convert is talking about the solution’s impact on their lives.
With that in mind, begin developing your copy. You’ll need a headline and a short content section that highlights what is being offered and the value they’ll get from it. To increase conversion, your copy points should all tie directly to the advertisement or search term that likely drove users to the page. Keep your message focused and to the point; with too much information you risk losing them in the details.
A clear call-to-action to action is also essential. If there’s too much going on, users are less likely to take the desired step. Keep your content clear and straightforward.
And as with any web page, deliver a great user experience. The page should be visually compelling, intuitive, and load quickly.
Landing Page Development
With a goal and great content, you can begin developing your landing page. Start by choosing the right platform to simplify the build and automate your processes.
There are numerous tools available to help build your landing page. Leadpages, GetResponse, Hubspot, MailChimp, Unbounce, and Clickfunnels are a few available programs. These tools will help you create beautiful, on-brand pages with options for integrating with your email database and other workflows.
And while you could develop a landing page on your existing website, there are a few benefits to using one of these platforms. Unlike a true landing page, your website will have a navigation menu that can lure users to other pages, decreasing the chances of completing the desired outcome. Landing page software is typically simpler to develop on since knowledge of coding isn’t required. You can easily build multiple pages for A/B testing by dragging and dropping elements.
To determine the best landing page builder for your business, look at your existing software providers. Your email marketing platform, CRM, or other marketing automation tools may have a landing page builder that will work seamlessly with your current programs.
If you have an eCommerce business, most major platforms, such as Shopify, offer apps to help develop focused eCommerce landing pages.
If nothing is available from your current providers, you can begin researching other landing page builders to determine the best fit for your business.
The Square 205 Approach to Landing Page Conversions
At Square 205, we have fine-tuned our approach to landing page development. Much like all our projects, we start with strategy. We work to understand your target audience, brand personality, and goals.
Then we develop a landing page that’s hyper-focused on a specific action to deliver the highest conversion rate possible. Whether driving towards a quote request, resource download, event registration, or other action, we incorporate direct messaging, beautiful, uncomplicated design, and a purposeful user experience.
When combined with a smart digital ad strategy, we deliver high-quality leads that can be nurtured through SMS and email marketing.
If you’re ready to develop conversions-focused landing pages to take your lead generation to the next level, contact Square 205 today. Let’s talk!
