By Keith Trivitt | Director, Marketing and Communications
Landing pages are like the center of a chocolate Easter egg. Super-high expectations of their greatness. An amazing treat when they are done well. And a major disappointment when they inevitably don’t live up to your expectations (which, is more often than we would like).
It’s with this metaphor in mind that today we examine the humble but oh-so-important landing page.
An effective landing page is critical for any business; it’s where a potential lead clicks and either converts or doesn’t. It’s important that you get your landing page right — particularly in mobile — in order to generate more leads and sales from your marketing efforts.
Let’s take a quick look at what makes for an effective landing page:
First, you need compelling content. If you don’t have something people want to read, watch or view, it’s unlikely consumers will stay on the page long enough to take some action. As consumer actions are the lifeblood of any performance marketing campaign, having a crappy landing page that doesn’t engender some type of consumer action is a waste of your time and money. Give the people what they want: compelling content. Without it, your landing page is doomed.
Second, be sure your landing page is mobile optimized. This is critical in an era in which consumers increasingly reach a brand’s website via a mobile or table device instead of a desktop. Our recent blog series on designing landing pages for mobile will help guide you to an effective mobile landing page. A few rules of thumb for mobile landing pages:
- Customize for mobile. Don’t just replicate your desktop landing page and try to shrink the page size. Mobile landing pages need to be optimized for mobile devices, meaning very short content, short lead-gen forms (no more than 5 form fields) and a very clear call-to-action. After all, on mobile devices, consumers are ready to take some action. Give them the content, call-to-action and impetus to take an action with your brand.
- Add click-to-call functionality. This handy tool is a must-have on most mobile landing pages. Think about it: a consumer finds your brand’s site or offer on their mobile device. Therefore, they are ready to take some action (download a coupon, get more information about your product or service, call for a service appointment, etc.). Improve the likelihood that a consumer will take an action — now — with your business by embedding a simple click-to-call feature directly into every mobile landing page. Your sales team will love you for this as they start to see the inbound sales calls roll in.
- Keep headlines simple and short. Simple, short headlines are easier for consumers to read on tiny screens and convey your message in a more compelling manner than a long, complex headline. Remember: on mobile, consumers are looking for quick bursts of information. Give them what they want in the headline, make it clear and short and drive an action with a strong call-to-action.
By employing the above tactics, you will ensure your landing pages do what they are supposed to do: deliver leads and improve sales. As more consumers move their Web searches to mobile and tablet devices, having a compelling, well-designed landing page has never been more important.
Need help building your next great landing page? Our Full-Service Lead Program team can help. Contact us today for a consultation.