A few weeks ago I talked about your lead magnet (valuable free offer, unique free offer, freebie). Now, to go along with that, you need a landing page. This is where you send people to opt-in for your lead magnet.
There are some basic “rules” you’ll want to follow when creating your landing page, and they’ll be different based on the traffic that’s visiting.
If you’re doing a promotion to your internal list, the page can be simple. Those visitors already know you and you don’t have to educate them as much. You’ll want a heading (title of your lead magnet), a short description and, of course, an opt-in box.
When you’re driving traffic from external sources like Facebook ads and Pay Per Click, you’ll need to educate the visitor a little more. You want to have your logo for branding purposes and make sure there’s not a disconnect between the ad that brought the visitor to the page and the page itself. If you used an image in the ad, use that same image on the landing page.
The rest of the “rules” apply to your landing page regardless of which type of visitor is coming.
- Your page should be clear and concise with one single message. Have you heard the saying “confused prospects don’t buy”? The same is true when signing up for your offer. If someone is confused, they won’t do anything. So make sure your message is clear.
- You also don’t want distractions. Navigation is one of those distractions you want to avoid on your landing page. You don’t want your visitors wondering off to another page.
- Make sure your headline is compelling. It should grab your visitor’s attention.
- Your call to action – the actual opt-in to your lead magnet — should be above the fold, meaning your visitor shouldn’t have to scroll down the page to find it. Most of the time, they won’t scroll. So make sure your opt-in button or form are towards the top of the page.
- Your button should stand out by having contrasting color so that it stands out from the rest of the page. There are many opinions out there about which color it should be, but everyone agrees it should be contrasting. You can do some split testing on exactly what color works best.
- Customize your button text. Infusionsoft defaults to “Submit” but this can — and should — be changed. Again, you can split test exactly what it should say, but things like “Free Instant Access,” “Sign me up,” “Send my free report” are better than Submit!
- Make sure to use visual cues like arrows and boxes to draw the visitor’s eyes where you want them – the call to action.
- For your opt-in form, you want to use as few fields as possible. The more information you ask for from your visitor, the less likely they are to fill it out. First name and email in most cases are enough. In some cases, you could even just ask for email address.
Lastly, you can build your landing page on your website or you can use LeadPages to create simple landing pages with their templates.
As you probably guessed, this can be an on-going process. Try it one way and if you aren’t happy with your sign-ups, change up an aspect or two. There’s no “one size fits all”.
Of course, if you want some assistance with this process, you know who to ask – me!