A little more human

Make your landing page irresistible

You’ve all seen the expression embroidered on your grandma’s hand towels: “The form is where the heart is.”

Of course not. Grandma hates forms. But they’re the heart and soul of your high-converting lead gen campaign.

Wait, what’s a landing page? Basically, it’s a place where you lay out your offer and collect information through a form.

Form the impression you need, where you need it

Think of it this way: if you can create an online form, you can collect leads. Pop-ups, contact forms, subscribe bars, order forms, even conversational bots—all ways to grab personal info from potential buyers.

Need an example? The Beer Company used a typeform to create a fun and informative quiz. After answering some engaging questions, users can add their email to get their score and see the correct answers. It’s easily shared through social media or embedded in a webpage.

Click the image to test your beer knowledge:

Another place to generate leads is through a dedicated landing page on your website. Here’s one from Quicksprout for a free course:

No matter which way you go, remember H.E.R. priority maps to keep people locked from the headline to the submit button on your form. And build in the following tips from the experts.

Landing pages: stick to the expert formula

You know what they say, “Good artists copy; great artists steal.” No need to innovate here. Let’s dive right into what the experts say.

Hook them at hello

How do you make sure you’re writing copy that will appeal to your audience? Sujan Patel, Cofounder of Web Profits, has the key:

Really?! Sujan gives two examples—When I Work and Mailshake—that have done just that.

Say just enough, and say it perfectly

Lilach Bullock, social media and digital marketing expert, says too many marketers still forget these things when it comes to copywriting:

  • Use action-oriented verbs—like “drive”, “discover”, “generate”—to make people feel something. They give a sense of urgency and move people to take action.
  • Focus on the benefits of using your product or service, don’t just list features. How does it make people’s lives better? How can it improve their productivity? What difference will it make in their day to day?

Customer first, solution second.

Grab attention with images, videos, and GIFs

This isn’t just to make things pretty. You’ve heard that images are processed 60,000 times faster than text. But did you know they’re also useful for guiding attention?

Just ask this adorable baby. No, that’s not a radioactive virus engulfing his face. That’s a heatmap of where people looked on the landing page.

In the top pic, see how the baby stole attention from the text? Good for the baby’s future modeling career, not so good for the marketer’s message.

But in the bottom image, people followed the baby’s gaze straight to the text. Way more effective.

So use images, but use them wisely. And as HubSpot reminds: put your copy before design.

Build trust through social proof

Here’s a trick: point out to your target audience that similar types of people are doing the same. Brittany Berger, Content Strategist at Mention, tells you how:

Poke out that peacock’s eyes

This one was so good, I had to steal it from Oli Gardner’s most entertaining guide to landing page optimization:

Where would you click in this picture?

Not so clear, is it? Now where would you click in this one?

Ah, now it’s a more obvious. And that’s the trick for your landing page: minimize visual distractions and eliminate multiple calls-to-action. Or as Oli Gardner at Unbounce put it:

The more you qualify, the less they click

Here’s the basic rule: to improve clickthrough rate, ask fewer questions in your form. But asking more questions results in more qualified leads—the people who are really interested.

So define your goals, and find your balance.

Don’t neglect the final check

When you’re all done, for goodness sake please chek yur speling and grammer. Because when you git it wrong, you not only look a bit dum, it’s actually costing you money.

If you can’t be trusted to do your own work properly, do you think people will trust you to handle their business?

Bandages before bandaids

We reached out to Brian Dean, Founder of Backlinko and content producer extraordinaire, for his thoughts on landing page testing. Here’s what he had to say:

So a few months ago I realized my homepage’s conversion rate was OK… but with a ton of room for improvement. One idea came to my mind for how to improve it: reduce options.

You see, my homepage had literally 20 different options that a user could take… and only three of them led me to collect an email. So I removed all the links to my latest posts. And I replaced them with a clear offer—just ONE option.

The result? A 60.5% increase in the number of leads generated from that page. Nice!

Test overall user experience first. Then get into details like image placement and button size.

But before you can enchant your audience, you need to make sure they land on your page in the first place. How do you do that?

  1. Lead Generation
  2. 1 Build your funnel
  3. 2 Hack H.E.R. brain maps
  4. 3 Swap value for email
  5. 4 Optimize landing page
  6. 5 Approach your audience
  7. 6 Track lead gen metrics
  8. 7 Parting words