1. Pass the “Once Over” Test: You want people to stay and complete the landing page. Many people will make the decision to stay or go before the page finishes loading. To keep people around, make sure that your page is professional and easy to complete. They should understand what to do on the page in just a few seconds.
2. Simple Is Best: People who have reached a landing page clicked on a link to get there. You have a good idea why they are on this page. Use this to your advantage and keep the landing page simple, including the number of and the nature of any questions that you ask.
3. Short and Sweet: Generally people don’t want to fill out 15 or 20 questions, particularly ones that require long answers, with no incentive. Consider what questions are most important for both you and your building company customers.
4. Consider Endorsements and Graphics: People want to make sure that the information that they submit is secure. It’s important to provide credibility. Place a logo and/or client testimonial at eye-level in the header or in one of the margins. They should see this information without having to scroll.
5. Deliberately sparse: Make your landing page free from distraction. You don’t need to provide any homepage links, menus, or other places to click. Focus on the form and the submit “button” as the only points of focus.
6. Restate the Landing Page Value: Make sure that the landing page is logically linked to the offer button from your builder web page. For example, you can restate what you are offering at the top of the landing page and why it is valuable with a short, bulleted list.
7. Test and Re-Test:Read over the landing page with the eyes of an outsider. Consider whether or not you would fill out the page, if you would be comfortable sharing the required information, and if anything on the page is confusing. Use your answers to these questions to make changes as needed. Don’t be afraid to make additional changes later, too.
Blog Post Written by Wes Powell
Wes Powell is the President of TMR Direct. TMR Direct’s desire is to provide you with the practical advice you need to be successful using direct mail and inbound marketing to generate traffic, leads, and ultimately customers.