Touchdown pages are some of the necessary components of lead technology. However they’re solely efficient if what to placed on a touchdown web page to start with.
It’s frequent to place extra consideration and sources into your primary web site and product pages, however touchdown pages are essentially the most direct approach to convert a better share of tourists into leads.
To get essentially the most out of your lead technology technique and improve your conversion charge, right here’s what to placed on a touchdown web page.
What’s a touchdown web page?
A landing page is a web page on a web site designed to show guests into leads.
Typically known as a lead-capture web page, touchdown pages include a lead technology kind that collects the guests’ contact info in trade for one thing of worth, like an e-book, a suggestion, or a reduction.
The goal of a landing page is to inform your guests precisely what you need them to do and why they need to do it. Touchdown pages are separate out of your web site in that they’re created for a selected objective.
You’ll be able to create as many touchdown pages as you need — one for each marketing campaign or give you launch, for instance. In line with a latest survey, over half of entrepreneurs have between 5 and ten touchdown pages on their web sites.
The distinction between a touchdown web page and your primary web site is that your web site doesn’t have a single aim or call-to-action (CTA) for guests to observe.
Homepages, whereas nonetheless an necessary aspect of a web site, are usually much less targeted on a selected job as a result of they’re serving the lots.
Homepages are nice for direct visitors, however when you possibly can management how guests arrive in your web site, a touchdown web page is one of the best place to ship them.
When you will have a selected product or marketing campaign to advertise, create a devoted touchdown web page for it. You’ll be able to drive visitors to that web page via e mail advertising, social media, and pay-per-click (PPC) promoting.
In case your messaging and the remainder of the touchdown web page components are aligned with the customer’s targets, then it is best to have a larger likelihood of changing guests into leads. In a HubSpot Survey of 101 entrepreneurs, 10.9% say their touchdown pages have a 20% or increased conversion charge on common.
Questioning what it takes to get a stellar touchdown web page conversion charge? Try the guidelines under to study what to placed on a touchdown web page to drive visitors and acquire leads.
What to Placed on a Touchdown Web page: 10 Suggestions and Finest Practices
1. By no means use your homepage as a touchdown web page.
It may be tempting to direct guests to your web site homepage merely since you’re undecided what to placed on a touchdown web page within the first place.
However if you happen to’re operating a marketing campaign for a selected product or supply, you want a devoted touchdown web page.
As talked about above, homepages usually have an excessive amount of messaging, making guests really feel misplaced. We would additionally suggest not utilizing a primary web site product web page both.
Even when your homepage and sub-pages are superior, a devoted touchdown web page will carry out higher in the case of changing guests into leads as a result of they’re targeted on one job.
Plus, you don’t want skilled design abilities to create touchdown pages. You should use a landing page builder to seamlessly create a touchdown web page that matches your web site and providing.
Actually, our survey discovered that 43.6% of entrepreneurs use pre-made CMS themes and templates to create their touchdown pages.
Get Started With HubSpot’s Free Landing Page Builder
2. Observe the usual construction.
In terms of what ought to truly go in your touchdown web page, lead technology pages usually embrace the next components:
- A headline and (non-obligatory) sub-headline
- A quick description of the what’s being supplied
- Not less than one supporting picture or brief video
- (Non-compulsory) supporting proof components corresponding to testimonials, buyer logos, or safety badges
- Most significantly, a kind on the touchdown web page itself to seize info. If, for some purpose, you possibly can’t embrace a kind on the touchdown web page, use a big CTA button to direct guests to the subsequent step.
The headline needs to be benefit-focused to let individuals know straight away what’s in it for them. Hold it transient whereas clearly speaking what your supply is. You’ll be able to go into extra element with a quick description.
The outline ought to emphasize the profit said within the headline and supply a number of extra compelling the reason why guests ought to convert. Writing compelling copy that engages customers generally is a problem at occasions. However don’t let this half sluggish you down within the touchdown web page course of.
As a substitute, think about using an AI device like HubSpot’s Campaign Assistant. The device can assist you shortly generate copy to your touchdown web page in seconds — all it’s important to do is refine it so it’s in your model voice.
Lastly, don’t skip the visuals.
Of entrepreneurs surveyed, 38.6% say that video is the touchdown web page aspect that almost all positively impacts conversion charge, whereas 35.6% say imagery or graphics do.
In both case, touchdown web page visuals are clearly impactful, so take your time when creating pictures and movies to your touchdown web page campaigns.
3. Take away further navigation.
A touchdown web page is used for one objective and one objective alone — to encourage a customer to take one particular motion.
When guests land on a web page, you wish to preserve them there till they carry out that motion, whether or not that’s signing up for a product or downloading an e-book.
Leaving the navigation bar may induce them to proceed wandering. To maintain guests targeted in your touchdown web page’s content material and message, take away the primary web site navigation from the web page in order that they don’t transfer off the web page.
You must also be aware of navigation because it pertains to the lead technology in your touchdown web page. In case you have a kind, preserve your inquiries to a minimal. Of entrepreneurs, 30.7% counsel 4 is the best variety of inquiries to placed on a touchdown web page.
Want so as to add a kind to your touchdown web page? You’ll be able to simply put collectively a kind utilizing HubSpot’s free form builder tool.
Within the touchdown web page instance under from MIT Know-how Overview, the shape consists of seven fields to fill in, with one being non-obligatory.
The remainder of the web page is easy, affords clear navigation, and descriptions precisely what you’ll get after submitting the shape.
4. Hold the target easy and clear.
Don’t attempt to stuff an excessive amount of info in your touchdown pages. Make it clear what the web page is about and what you need the customer to do.
Restrict the quantity of copy, pictures, media, and hyperlinks to solely what’s mandatory, and arrange your content material in a correct construction so objects are in logical order. It’s particularly necessary that the CTA is as crystal clear as potential for the customer.
Let’s check out an instance touchdown web page from HubSpot. This touchdown web page is designed to advertise a free information about optimizing touchdown pages for lead technology.
The design is straightforward — as quickly as a customer lands on the web page, they’re greeted with essentially the most important components:
- A headline.
- Transient description.
- CTA button.
- Picture or video .
The headline and outline are clear and let guests know precisely what the supply is and why they want it. The CTA button can also be simple, which is one other greatest apply for touchdown pages.
Searching for extra inspiration to your touchdown web page? Try these stellar landing page examples.
When excited about your CTA button, keep away from utilizing the phrase “Submit.” Submit is simply too imprecise and doesn’t let the lead know what precisely they’re submitting their info for. At all times use language that signifies what they’re getting in return.
For instance, “Obtain Now,” “Get your Free Analysis,” or “Be a part of our Mailing Checklist.”
5. Match the content material to a customer’s earlier supply.
Whether or not a customer comes from a PPC advert, e mail, or CTA from one other supply, make sure the messaging matches all through the complete conversion path.
In case your PPC advert says, “Obtain our Advertising and marketing E-book,” your touchdown web page ought to say the very same factor — or at the least have related messaging that lets customers know that they’re in the proper place.
If there’s a disconnect in your messaging, guests will really feel as if they’re within the incorrect place and can probably hit the “Again” button.
6. Scale back friction.
Friction is brought on by objects (or lacking objects) on a web page that inhibit a customer from taking motion. This will embrace offering an excessive amount of info (including complexity), animation that’s distracting, lack of buyer proof or safety, and many others.
Make your guests really feel assured of their alternative to supply their info. To scale back friction, preserve the web page easy.
Embrace your most necessary components, like the primary message, your supply, and the lead technology kind, at first of the web page.
Save the extra detailed description, testimonials, and FAQs for later within the web page because the customer scrolls down.
Don’t require guests to learn an excessive amount of, and don’t current inner hyperlinks that can lead them away from the touchdown web page.
Do embrace social proof components corresponding to buyer testimonials, variety of downloads or gross sales (to point acceptance from others), or safety badges (if you happen to’re coping with delicate knowledge corresponding to bank card info).
And, as talked about above, be sure messaging matches all through their conversion path.
7. Deal with worth.
What you placed on a touchdown web page is simply as necessary as what the touchdown web page is for within the first place.
Whereas touchdown web page campaigns needs to be used typically in your lead technology technique, be intentional about what you’re providing to leads.
The supply must be invaluable for results in trade for his or her info, and it must be one thing they will’t get wherever else.
Listed here are a number of examples of what gives worth and what doesn’t:
- Don’t create a touchdown web page to obtain a truth sheet (by no means put these behind a kind).
- Do create a touchdown web page for a invaluable whitepaper.
- Don’t use a touchdown web page for “Contact Us.”
- Do use one for a invaluable information, free trial, demonstration, or analysis. Providing one thing of worth will allow you to generate extra leads so you possibly can nurture them over time till they’re prepared to purchase.
8. Solely ask for what you want.
In terms of lead technology varieties, there is no such thing as a magic reply for the variety of kind fields that needs to be required.
However right here is one easy rule of thumb: Solely ask for what you or your gross sales staff actually wants. Should you don’t want their hair shade, don’t ask for it. Attempt to avoid delicate or confidential info, too.
As for contact info, relying on what you’re producing leads for, identify and e mail deal with is often sufficient.
If you wish to ask for extra, 25.7% of entrepreneurs agree {that a} telephone quantity is the subsequent most necessary factor to request on a touchdown web page kind after identify and e mail.
9. Create a number of touchdown pages.
For each new marketing campaign or supply, create a brand new touchdown web page. The extra touchdown pages you will have, the extra alternatives to transform visitors into leads.
And since these touchdown pages aren’t immediately linked in your web site’s navigation, you don’t want to fret about crowding your web site or distracting guests who’re casually shopping your organization web page.
In line with a latest survey of entrepreneurs, a majority (37.6%) solely have 5 or fewer touchdown pages on their web site. Nevertheless, 6.9% of entrepreneurs have over 26 touchdown pages on their web sites.
There isn’t a magic quantity, but it surely’s clear that you may create as many touchdown pages as you will have affords.
10. Make your touchdown pages shareable.
That is non-obligatory, but it surely’s one other nice approach to drive extra guests to your touchdown pages.
Embrace social media sharing hyperlinks or a social sharing widget in your touchdown pages so guests can simply share that content material with their very own private networks, and, in flip, drive extra alternatives for changing leads.
Should you accomplice with one other firm on a suggestion — let’s say an e-book — make a plan for each groups to distribute the touchdown web page on their channels. The extra protection you will get, the upper the prospect of tourists you’ll have.
Consider your touchdown pages, and use these greatest practices as a guidelines for establishing the proper web page.
Efficient touchdown pages are what’s going to flip your web site right into a lead-generating machine. And don’t neglect to check your touchdown pages to see which of them work greatest for you.
