A landing page for a manufacturer’s website is designed to do one thing. It must retrieve the information a company needs to complete a transaction.
Once someone is willing to interact directly with your company instead of browsing incognito, they will likely click on a button or offer that will take them to a landing page. Once there, the only thing left for the customer to do is fill in their information.
The last thing you want to do is have someone click on your “free ebook” button…then leave before they put their email address into the form. How do you create a landing page that will motivate them to finish the transaction?
- Make it look like part of your website.
- Eliminate distractions.
- Don’t ask for too much.
- Include images or videos.
1. LANDING PAGES SHOULD LOOK LIKE PART OF YOUR WEBSITE
Your landing page must have the right branding. You need to design it so visitors won’t think they’ve left your website when they get there.
Nearly 100% of all websites tend to have their name and logo at the top of every page. Your landing page should be the same. Always include that “home” button so people have the option of returning to your homepage.
2. LANDING PAGES SHOULD HAVE NO DISTRACTIONS.
Your landing page does not have to be elaborate. Keep it simple, and let the instructions speak for themselves. For your landing page to be effective, there should not be anything to take the visitor away from the task at hand.
Along the top bar, there should only be one link back to the website’s homepage. At this stage of the game, there doesn’t need to be another menu or sidebar of any kind. Any other options would only delay the visitor from filling out the form and providing you with the information you need to finalize the deal.
Keep the landing page as simple as possible, and the process will be far more succinct.
3. LANDING PAGE FORMS SHOULDN’T ASK FOR TOO MUCH
The most important part of the landing page is the form. When creating the form, take into consideration what types of information you need to be effective. What are you offering?
A simple, top-of-funnel offer like an ebook on electricity statistics is what you might call a “top-of-funnel” offer. That might be useful to people just passing through your site who aren’t necessarily future clientele. They may be willing to trade their email to you for that ebook…but a phone number or mailing address? Pump the breaks there, casanova.
On the other hand, let’s say you’ve got a form by which a prospect can ask for a quote on a custom-manufactured item. That’s a very high-value ask. That lead is also likely very deep into the sales funnel. It’s appropriate for a form like this to ask for budgetary restrictions, material of choice, deadlines, shipping addresses, and so forth.
Explain why the information is important, so users understand the value of the ‘trade.’
4. LANDING PAGES SHOULD INCLUDE IMAGES OR VIDEOS
Videos are one of the most effective tools in your digital marketing portfolio. Putting a video on your landing page will dramatically increase your ROI and conversion rates. Why? Because you’ve provided quality information in a way that they enjoy.
It takes less time to watch a video than to read content and absorb what is being said. Videos are a convenient way for visitors to learn and absorb information. It reminds them they’re exchanging personal data with a human being, and not a robot.
Your landing page will be the place where deals are made and information is exchanged. Your landing page needs to allow your potential customer to focus on the task at hand: following through on what they have already started.
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