Lead generation is a very important aspect to consider whether you are involved in online or offline marketing. You can get leads by through search engine marketing and initiating pay per click campaigns. In online marketing, leads are equivalent to customers who will buy. Therefore, it is important to have landing pages that are well optimized in order to maximize your marketing efforts.
There are a number of things you should do to ensure your landing page will not only get you leads, but quality leads too. These include:
Informative and Persuasive Sales Content
The content of your landing page should be persuasive for it to be effective. However, you should not blatantly advertise your product or service. Effective content means that it should give enough information about your product in a way that does not seem biased. Keep the following in mind:
a) The content should be relevant to the demographics you are targeting. For example, if you are targeting young people, use the language that they are used to. For example, you can decide to take an informal approach in your sales letter. Also, make sure your content is not too long that it passes out as a boring narrative.
b) Give facts about your product or services. Identify and address some of the questions that are likely to be raised by your customer about your product. This can be about the ingredients of the product, the changes they are likely to experience when they use the product and so on.
c) Ensure the prose is formatted in an attractive and eye-catching manner. For the headline, use a striking color such as red. Also, make it bold and use and center it on the page. The body of the content should also be formatted in an easy-to-read way. You can achieve this by using bullets or breaking the prose into numbered points. Use subheadings throughout your prose to make the content easy to read.
d) Ensure you have some testimonials on your landing page. Most visitors look at what other users are saying about your product or service before they can commit themselves to it. Get testimonials from your past and present customers and put them on the page. You can either have them written or recorded in sound.
Use Images, Sound and Video
In search engine marketing, just like in offline marketing, people believe what they see and hear. Convincing your prospects about your product without having images, videos or recorded sounds that explain about what you are offering is nearly impossible.
a) Get eye-catching graphics that are relevant to the niche you are promoting. It is very important for your landing page to have an impact on the visitors who will be directed to it through referrals or your pay per click ads. Get a good graphic designer to come up with striking graphics that will also load fast on the page.
b) Sound is another thing you should incorporate in your landing page to increase its effectiveness. Having recorded voice explain what you are promoting is likely to increase the number of leads you get to sign up. Moreover, you can also make the sound file downloadable so that users can still listen to it when they are offline.
Make sure the sound file is not too long that it will bore the leads. Just give them enough information about what you offer and leave them wanting to know more. They will thus have to sign up in your list.
c) Videos are very effective search engine marketing techniques and significantly improve the effectiveness of landing pages. Studies have shown that having videos expounding more on your offer is likely to increase the leads who sign up by up to 80%. Make sure the video is made in a professional manner and the sound is clear.
Easy Navigation on the Page
The main objective of having a landing page is to get the visitor sign up in your list or buy the product you are offering. Therefore, you should make it easy for the user to navigate quickly and flawlessly to the information he is searching for.
a) If you are looking to capture the user’s email and other information, have the boxes to be filled easily seen and at the very top or very bottom of the page. Let the filling boxes be easy to find and noticeable.
b) Avoid distractions on the landing page. For example, do not advertise two products or services on the same landing page, unless you are selling them together as a package or they complement each other. On the same note, do not put any links that will move the visitor outside the landing page. You want him to be focused on what you are promoting on the landing page and hence everything that you put there should lead him to either signing up in your list or program, or buying whatever you are promoting.
Follow Search Engine Pay Per Click Rules
Most people will get to your landing page through pay per click ads. Thus, it is important to ensure your page complies with the rules set by search engine companies. Failure to comply with the rules usually leads to a low page score and thus lower rankings by the search engines.
To score high in search engine rankings, you should have the landing page made as part of a mini website. This means you should link it to about 3 to 5 more pages. These pages are usually the “Contact Us,” “About Us’ and “Services” pages. The overall quality score of your landing page will be much higher if it part of a mini website than if it was standing alone.
Search engine marketing is a very effective way of generating leads to your page. When it incorporated with pay per click marketing, you can get significantly leads within a very short time. These two complement each other and are effective ways to leading users to your landing pages.