A successful landing page has a very specific purpose. The idea is to capture leads through form submissions. That’s it and that’s all. Earning that form submission is the challenge. I wanted to provide insight into one of our most successful landing pages to help you when you're building your next campaign.
LAIRE is in the business of attracting, converting and closing leads for our clients and ourselves. If something works for us, we want to share it with our clients. Why not share it with our blog readers, too? You'll have your own success if you follow these guidelines.
Build a Winning Landing Page
What makes a landing page successful? There’s no definitive conversion rate you need to hit. An exceptional landing page conversion rate is 12% (source). Keep in mind, a "good" number is different for every business. In most cases a 5% conversion rate is successful.
Here’s a peek behind the curtain. This is a screen grab from our HubSpot portal. Some context… this page was published in March 2018. These stats were captured in July 2018. (hello, from the past).
This is the story behind our construction marketing checklist and how it’s been one of our most successful landing pages in 2018.
Let’s start at the beginning. The offer was designed to be extremely specific. We wanted to provide a helpful piece of content for the home construction industry. This allowed us to use specific copy and images to speak to our target audience and appeal to their pain points.
Maintain the Focus of the Landing Page
When building your landing page, you need to remember the form is the star of the show. Everything on the page should support the form and never distract from it. It's why it's best practice to not have navigation on a landing page.
The form should be above the fold. Don't make people have to scroll and search for it.
Any copy, images or videos need to compliment the form. You need to find a balance between telling the reader why they need your offer without giving too much of the content away. Remember, they need to trust you enough to give you their name and email.
Landing pages are ineffective when the main focus is polluted. Keep it clear. Keep it clean.
Don’t Be Afraid to Make Mistakes
Your work isn’t done after you publish the landing page. It needs to be someone's responsibility to refine the page as needed.
Every business is different and has different audiences. What appeals to one group, might not work for another. I suggest starting with the basic elements we touched on here to start with. Your first step in optimizing your page is adjusting the messaging, images or formatting if people aren't converting or are bouncing away too frequently. Only change one element at a time to truly test what change makes the biggest effect.
Every landing page doesn’t need to look the same. All of ours don’t. They all follow the same concept or outline but the form is always the most important thing on the page. Everything else plays a supporting role.
Remember to always be creative and critical.