Touchdown pages are probably the most necessary parts of lead technology. However they’re solely efficient if you already know what to placed on a touchdown web page to start with.
It’s frequent to place extra consideration and assets into your predominant web site and product pages, however touchdown pages are essentially the most direct technique to convert the next share of tourists into leads.
To get essentially the most out of your lead technology technique and enhance your conversion fee, 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 comprise a lead technology kind that collects the guests’ contact data in alternate 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 goal.
You possibly can create as many touchdown pages as you need — one for each marketing campaign or give you launch, for instance. In response to a current 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 predominant 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 ingredient of a web site, are usually much less centered on a specific job as a result of they’re serving the plenty.
Homepages are nice for direct site visitors, however when you possibly can management how guests arrive in your web site, a touchdown web page is the perfect place to ship them.
When you could have a selected product or marketing campaign to advertise, create a devoted touchdown web page for it. You possibly can drive site 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 parts are aligned with the customer’s targets, then it is best to have a higher likelihood of changing guests into leads. In a HubSpot Survey of 101 entrepreneurs, 10.9% say their touchdown pages have a 20% or larger conversion fee on common.
Questioning what it takes to get a stellar touchdown web page conversion fee? Take a look at the information beneath to study what to placed on a touchdown web page to drive site visitors and achieve leads.
What to Placed on a Touchdown Web page: 10 Ideas 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 unsure what to placed on a touchdown web page within the first place.
However in the event you’re operating a marketing campaign for a selected product or provide, 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 might additionally advocate not utilizing a predominant web site product web page both.
Even when your homepage and sub-pages are superior, a devoted touchdown web page will carry out higher relating to changing guests into leads as a result of they’re centered on one job.
Plus, you don’t want skilled design expertise to create touchdown pages. You should utilize a landing page builder to seamlessly create a touchdown web page that matches your web site and providing.
In reality, 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.
With regards to what ought to really go in your touchdown web page, lead technology pages usually embody the next parts:
- A headline and (optionally available) sub-headline
- A quick description of the what’s being provided
- At the very least one supporting picture or quick video
- (Elective) supporting proof parts akin to testimonials, buyer logos, or safety badges
- Most significantly, a kind on the touchdown web page itself to seize data. If, for some motive, you possibly can’t embody a kind on the touchdown web page, use a big CTA button to direct guests to the following step.
The headline must be benefit-focused to let individuals know immediately what’s in it for them. Maintain it temporary whereas clearly speaking what your provide is. You possibly can go into extra element with a quick description.
The outline ought to emphasize the profit said within the headline and supply a couple of extra compelling the reason why guests ought to convert. Writing compelling copy that engages customers generally is a problem at instances. However don’t let this half gradual you down within the touchdown web page course of.
As a substitute, think about using an AI instrument like HubSpot’s Campaign Assistant. The instrument will help you rapidly generate copy in your touchdown web page in seconds — all you need 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 ingredient that the majority positively impacts conversion fee, whereas 35.6% say imagery or graphics do.
In both case, touchdown web page visuals are clearly impactful, so take your time when creating photos and movies in your touchdown web page campaigns.
3. Take away further navigation.
A touchdown web page is used for one goal and one goal alone — to encourage a customer to take one particular motion.
When guests land on a web page, you need 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 would possibly induce them to proceed wandering. To maintain guests centered in your touchdown web page’s content material and message, take away the principle web site navigation from the web page so that they don’t transfer off the web page.
You also needs to be aware of navigation because it pertains to the lead technology in your touchdown web page. If in case you have a kind, preserve your inquiries to a minimal. Of entrepreneurs, 30.7% recommend 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 possibly can simply put collectively a kind utilizing HubSpot’s free form builder tool.
Within the touchdown web page instance beneath from MIT Know-how Overview, the shape contains seven fields to fill in, with one being optionally available.
The remainder of the web page is simple, gives clear navigation, and descriptions precisely what you’ll get after submitting the shape.
4. Maintain the target easy and clear.
Don’t attempt to stuff an excessive amount of data 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, photos, media, and hyperlinks to solely what’s needed, 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 easy — as quickly as a customer lands on the web page, they’re greeted with essentially the most important parts:
- A headline.
- Transient description.
- CTA button.
- Picture or video .
The headline and outline are clear and let guests know precisely what the provide is and why they want it. The CTA button can also be easy, which is one other finest follow for touchdown pages.
On the lookout for extra inspiration in your touchdown web page? Take a look at these stellar landing page examples.
When fascinated by your CTA button, keep away from utilizing the phrase “Submit.” Submit is simply too obscure and doesn’t let the lead know what precisely they’re submitting their data 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 Record.”
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 whole 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 not less than have comparable messaging that lets customers know that they’re in the best place.
If there’s a disconnect in your messaging, guests will really feel as if they’re within the fallacious place and can seemingly hit the “Again” button.
6. Scale back friction.
Friction is attributable to objects (or lacking objects) on a web page that inhibit a customer from taking motion. This may embody offering an excessive amount of data (including complexity), animation that’s distracting, lack of buyer proof or safety, and so on.
Make your guests really feel assured of their selection to supply their data. To cut back friction, preserve the web page easy.
Embrace your most necessary parts, like the principle message, your provide, and the lead technology kind, initially 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 embody social proof parts akin to buyer testimonials, variety of downloads or gross sales (to point acceptance from others), or safety badges (in the event you’re coping with delicate knowledge akin to bank card data).
And, as talked about above, be sure that 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 must be used typically in your lead technology technique, be intentional about what you’re providing to leads.
The provide needs to be useful for results in alternate for his or her data, and it needs to be one thing they’ll’t get wherever else.
Listed here are a couple of examples of what offers worth and what doesn’t:
- Don’t create a touchdown web page to obtain a reality sheet (by no means put these behind a kind).
- Do create a touchdown web page for a useful whitepaper.
- Don’t use a touchdown web page for “Contact Us.”
- Do use one for a useful 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.
With regards to lead technology types, there is no such thing as a magic reply for the variety of kind fields that must be required.
However right here is one easy rule of thumb: Solely ask for what you or your gross sales workforce actually wants. If you happen to don’t want their hair coloration, don’t ask for it. Attempt to keep away from delicate or confidential data, too.
As for contact data, relying on what you’re producing leads for, title 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 following most necessary factor to request on a touchdown web page kind after title and e-mail.
9. Create lots of touchdown pages.
For each new marketing campaign or provide, create a brand new touchdown web page. The extra touchdown pages you could have, the extra alternatives to transform site 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 looking your organization web page.
In response to a current 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, however it’s clear which you could create as many touchdown pages as you could have gives.
10. Make your touchdown pages shareable.
That is optionally available, however it’s one other nice technique 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.
If you happen to companion 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 may get, the upper the possibility of tourists you’ll have.
Consider your touchdown pages, and use these finest practices as a guidelines for organising 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 finest for you.
