In most marketers minds, there’s no question that they can drive traffic to their websites. You can do this through many different online marketing tactics such as SEO, PPC, Social Media, Blogging, Etc. For many marketers, the problem lies in the fact that it’s often times difficult to convert that traffic into paying customers. In today’s post, I want to talk about five things you should start doing today, to improve your landing pages and convert more of your traffic into dollars.
Include All Critical Elements
When it comes to landing page creation and optimization, you have to include a few critical elements in order to effectively capture leads. Your landing pages should include the following components:
- An attention grabbing headline
- A brief, to the point description of the offer
- At least one supporting image
- A form to capture your visitors information
Kill The Main Navigation
Once a visitor reaches your landing page, it is important that you keep them there and not distract them with anything other than their offer at hand. If you display your site navigation or have any other internal links pointing to other pages on your site, you are increasing the chances that they will not complete the action you want them to. One of the simplest ways to increase the conversion of your landing pages is to kill the main navigation, so just pull it and watch your conversion rate increase.
Sell The Benefits
At the end of the day, customers don’t make decisions based on features or advantages, they make decisions on the benefits they will receive. That is why it is critical to sell the benefits and value on your landing pages. For example, instead of saying “You need our SEO services because of X, Y, or Z” you should say something like, “Learn how our SEO services can help increase your revenue by X”. Can you see how they are different?
Ask Only For The Information You NEED
When building your landing pages, you might be tempted to ask for every bit of information you can get from your potential customers. This might include, name, email, phone, company name, etc, however, asking for too much information can kill your conversion rate.
Instead of asking for as much data as you can think of, you should be limiting it to the information you need to qualify your leads before you hand them over to the sales team or plug them into your marketing automation system. In many cases, this might be name, email, and job title. At the end of the day it’s going to differ by industry and you will need to make a business decision on what data you need. However, I must stress, don’t just make a decision and stick with it. You should always be testing!!
The last component you need to work into your landing pages are proofs. Proofs can be testimonials, case studies, customer logos, or any other “proof” that you are the real deal!
Proofs do two things, first, they reduce anxiety, second, they help sell your offering long before you go in for the close.
Well, those are, in my opinion, the five most crucial things you need to work into your landing pages. Do you have any other tips you might add? If so, please feel free to add them in the comments section below.
Greg Shuey is the VP of Client Services @ SEO.com a leading provider of SEO services. Greg runs the day to day operations of the client services team as well as oversees strategy and execution for all SEO.com clientele.