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Lead Generation

The importance of high converting web pages

Helen Bailey

In previous articles, we've looked in depth at SEO and paid advertising as a traffic generating tool for your website.

However, sending traffic to a website is only ever part of the lead generation story. No lead generation machine is complete without a high converting landing page that will turn all of that website traffic into qualified sales leads.

That’s because a great landing page is a critical tool for digital marketing that is designed to convert visitors into leads or customers.

Here are some key elements that contribute to creating an effective landing page:

  1. Clear and Compelling Headline: The headline should grab the visitor’s attention and clearly convey the value proposition of the offer or product. It should be concise, compelling, and tailored to the target audience.
  2. Concise and Persuasive Copy: The copy on the landing page should be concise, easy to understand, and focused on the benefits of the offer or product. It should create a sense of urgency and persuade visitors to take action, such as filling out a form or making a purchase.
  3. Engaging Visuals: High-quality visuals, such as images, videos, or infographics, can enhance the landing page and make it more engaging. Visuals should be relevant to the offer or product, visually appealing, and load quickly.
  4. Clear Call-to-Action (CTA): A prominent and clear call-to-action (CTA) button or form should be placed above the fold, where visitors can easily see it without scrolling. The CTA should use action-oriented language and clearly communicate what the visitor should do next, such as “Sign Up Now” or “Get Your Free Ebook.”
  5. Social Proof: Including testimonials, reviews, or case studies can provide social proof and build trust with visitors. It can help establish credibility and encourage visitors to take action.
  6. Mobile Responsive Design: With the increasing use of mobile devices, it’s crucial to ensure that the landing page is mobile responsive and displays correctly on different screen sizes. Mobile visitors should have a seamless experience and be able to easily complete the desired action.
  7. Minimal Distractions: Landing pages should have minimal distractions and focus solely on the offer or product. Avoid including irrelevant links, ads, or other distractions that could divert visitors’ attention and hinder conversion.
  8. Trust Indicators: Including trust indicators, such as security badges, privacy statements, or guarantees, can help alleviate concerns about data security and build trust with visitors.

A great landing page should have a clear and compelling headline, concise and persuasive copy, engaging visuals, a prominent call-to-action, social proof, mobile responsiveness, minimal distractions, trust indicators, and be regularly tested and optimised. By incorporating these elements, you can create a landing page that effectively drives conversions and achieves your marketing goals.