6 Must-Have Elements for a High-Converting Landing Page

Do you know what Singapore companies should have on their websites for lead generation? More landing pages!

A landing page or squeeze page, is a single web page that people are directed to after clicking on a search engine result. Its general aim is to convert visitors into sales leads and it is typically used in Inbound Marketing*. It is the first thing that a website visitor sees and so it needs to be direct in getting its message across, but at the same time, be appealing enough that the visitor would want to explore the website.

There are several particular features that a landing page should have in order to achieve its purpose—more conversions.

1. Clarity

Using clear expressions and headlines allow visitors to understand the purpose of the landing page easily and allow them to have a clearer idea of the product that you are promoting.

2. Focus

The entire landing page should have a central theme which it does not deviate from, so as not to confuse website visitors. The marketer can also focus on getting a particular message across. There should be a single call-to-action (CTA), which encourages the visitors to take up the offer of content in exchange of contact information (and thus become sales leads.) Make your CTA stand out by using conversion design rules such as white space, contrasting colors and directional cues.

3. Rewarding

Nobody gives away their personal details for nothing in return; that’s begging to be spammed. As mentioned above, this contact information is usually exchanged with something of value to the website visitor, such as ebooks or whitepapers. It is at the professional landing page that this trade takes place, and thus where the contact information is acquired. This information can be stored using cookies so that repeated visitors can receive personalized tags and smart fields. Also, this serves the purpose to obtain more information about the sales lead by asking for other details rather than just names and email addresses.

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4. Logos

Branding is important when it comes to increasing online presence and visibility. Logos are highly visual and therefore recognizable and memorable as an imprint in visitors’ mind. Do have a permanent placement for your logo in your overall landing page design.

5. Social Sharing

The presence of links to social sharing buttons of major social networks like Facebook, Twitter, Google+ and Linkedin encourages visitors to promote your professional landing page in their social news feeds, thereby attracting more interested visitors via viral word-of-mouth.

6. Proof Of Evidence

Appealing features of the product along with testimonials, if any, will give the sales leads a better perception about the product, which in turn helps in the process of turning them into consumers.

If you have gotten most features implemented, you now have a presentable landing page. But even having the greatest landing page in the world would mean nothing without the website traffic. Hence, marketers have several methods of pulling in traffic to their websites.

• In Search Engine Marketing (SEM), websites pay search engines such as Google to display their landing pages on the first page of search results corresponding to particular keywords. Similarly, Search Engine Optimization (SEO) achieves the same effect.

• Traffic is sent from a banner ad or sponsorship graphic to a professional landing page specifically designed to address the buyer persona.

• Traffic is sent from a link in an email promoting the product.

• Traffic is sent from a blog post or sidebar link (the process of Inbound marketing works in a closed loop) to the landing page.

• If the page you’re currently on is a landing page designed to attract website visitors into the links of networks.

Through these methods your landing page can effectively convert visitors to sales leads, which in turn can become customers.

* Inbound marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

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