Weidert-Group

Dissecting a Landing Page With 50% Visitor to Lead Conversion Ratio

Frank Isca
Posted by Frank Isca on October 17, 2012

optimizing_landing_pages_b2bAs Inbound Marketers, there are certain things we strive for and that make us feel a little giddy inside. Writing an instant traffic boosting blog post, gaining a highly credible inbound link, moving ahead of a competitor in search rankings, or how about closing that hot lead you've been nurturing for six months?! Another area we get giddy about here at Weidert Group is creating an awesome piece of content and a well crafted landing page, that then results in a high visitor to lead conversion ratio.

Like anything, the more you create new landing pages and experiment with various techniques the better you'll become at achieving your desired results.

Here's a look at a recent content offer and landing page we created that has blown away all other landing pages we've created in the past (as far as visit to lead conversion), which we've dissected below with some actionable steps that you can take to create highly effective landing pages of your own for maximum lead conversion.

landing page optimization tips

1. Clear Headline & Actionable Subhead:

The headline for this particular content piece and landing page is compelling and clearly explains what we're offering the visitor: The Ultimate Guide to LinkedIn for Business. This is then followed with an actionable and benefit-oriented subhead: Turn Your LinkedIn Account Into a Lead Generating Machine!

2. Concise Body Copy & Clear Explanation of Benefits:

The body copy for this page nicely addresses our B2B target with some compelling statements that speak to their needs and desires as a social media marketer in the B2B space, but doesn't drag on before it outlines what the visitor will learn by downloading. These points are then clearly outlined in bullet point form to help break up the copy.

3. Compelling Visual:

All of this well-crafted copy is then accompanied with a compelling visual, which helps establish this content piece as something of substance. Rather than showing a flat image of the guidebook's cover the visual depicts a three-dimensional book to offer more visual appeal.

4. Clear Call-to-Action:

In addition to a call-to-action statement at the conclusion of the page copy, which again outlines clear benefits of what this content piece will offer, the subhead "Get Access to Your Own Guidebook" above the conversion form is another action-oriented statement. This is designed to ensure the visitor of this page takes the step to provide their contact information in exchange for this free content piece.

5. Simple Conversion Form:

Since this content piece is considered a top of the funnel content offer, we've utilized a fairly simple conversion form that refrains from asking too many qualifying questions. We also have refrained from asking for a phone number, which can be a sticking point for some on an initial download. This will come later once we've shown the lead we're credible and offer useful content.

6. Socially Optimized:

Last but not least, we've incorporated some simple social sharing abilities to allow others to share this content piece (the landing page, not the actual document) with their own network. This is a great way to increase reach and attract additional conversions, and is also an instant indicator that you've created some great content if others are compelled to share.

Conclusion:

It's important to realize these landing page best practices work best when coupled with relevant content. Start by first identifying content that appeals to your targets' needs and pain points, and then support this awesome content with a powerful landing page that helps to sell the conversion.

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Topics: Marketing Automation, Website Design

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