Like precious little snowflakes, not all landing pages are created equal. Some are built like a Michelangelo masterpiece and some are Frankenstein’s monster. Visual design aside, all landing pages should have some common goals.
Let’s see what they are…
For the complete answer to “What are some common goals of landing pages?” check out our articles What is a Landing Page? and ”Landing Pages: the Fundamentals and Conversion Principles”.
Single Conversion Objective
Even if your landing page looks like a hideous monster it should still only have one conversion object. One action for your visitor to perform. One call to action as they say.
This call to action could be to:
- Fill out a form
- Fill out a survey
- Enter your email address
- Download a coupon
- Access a free trial
- Download a free e-book
You get the point. The idea is to ask for the visitor’s information in exchange for some sort of free or low cost product or service (lead magnet). Your landing page must lead your visitor down a single lane to perform one single action.
If your visitor does not understand your offer or business then they will bounce. This is the benefit of using landing pages. Altogether, landing pages should provide the visitor with a clear reward and objective. The less questions or friction they have about what to do, the better.
Provide a Valuable Lead Magnet
What you’re doing is creating an exclusive landing page for generating more leads, therefore you must have a valuable lead magnet.
Convincing your visitors to give you their personal information is a tricky task so the more valuable your lead magnet is, the smoother the process will be.
Collect An Email
As much as some people might not want to admit it, email is still the best converting form of digital marketing. Building a huge email list is the golden goose of marketing goals because it’s the most personal and effective way of reaching your consumers.
The email list that you’re building is your hotline directly to your consumers. These are people who are already familiar with your brand and are more likely to convert.
This is why the single most important thing you can collect on your landing page is an email address. All landing page forms must contain a field to collect an email address.
Unique Selling Proposition
This is where you answer the question “Why? Why should I give you my hard-earned cash? Why should I give you access to my email?”
Somewhere on your landing page you should be able to answer these questions. Are you faster than your competition? Are you better quality? Are you stronger? Are you easier to use?
The better you are able to answer these questions, the more likely the customer is to give you their information.
A Strong Call to Action
All the effort you’ve put into creating a solid landing page leads to this — the call to action. This is where you prompt your visitor to complete the action you’re looking for. Be sure to make it as specific as possible.
Above all, make sure the visitor knows what they’re getting into.
Using a call to action button that says “submit” is not strong nor specific enough to incite action.
Some examples of call to action could be:
- Get my free e-book now
- Start my free trial now
- Send me my free shirt now
- Learn how to grow my readership