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The Anatomy of a Landing Page that Converts

If you are using digital advertising to send visitors to your home page as the starting point of your sales funnel, then you might want to think again – a well-architected landing page is much more likely to convert visitors into leads.

A dedicated landing page can be an extension of your campaign, focusing visitors’ attention on the end goal – which for you, is lead capture.

The starting point for a successful landing page is to 1) identify your customer persona in order to create an appropriate hook, then 2) clarify your end goal, such as capturing data in exchange for a white paper, coupon or an eBook, and 3) design a landing page geared to convert, like this one:

Remove unnecessary content to focus visitors’ attention on your offer – remove your menu, or anything else which can distract from your main message.

Your headline needs be the biggest and boldest thing on the page, and should be the natural extension to the ad or email message that brought them there.

Use an image, or better still a video to support your offer, making the intended call to action clear.

Keep your copy short and to the point. Using bullets is an ideal way to achieve this.

Now for the all-important lead capture form, keep it near the top, keep it short, and keep it simple – the more hoops a potential lead is required to jump through, the less likely they are to complete the process.

Additionally, consider including testimonials, or other bite-sized content that strengthens your credentials.

The final thing to do is to measure your success, then use split tests to tweak and improve your conversion rate.

If you would like help setting up online landing pages that convert for you, get in touch with us today!

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