Businesses create landing pages for three basic reasons, all of which work together. The first is to guide someone along a predefined sales funnel, the second is to capture leads, and the third is to actually sell something. If the landing page directs the person along the sales funnel rapidly, there is no need to capture their lead information, because they will have already become a customer, and you will have sold them something. Since most sales require time for the customer to become comfortable with each stage of the sales funnel before moving to the next, capturing their lead information ensures that they remain in the sales funnel.
Use many individualised landing pages
One best practice is to keep each landing page tightly focused on exactly the information the visitor needs at that moment, and the call to action to take them to the next step in the sales funnel. This one practice alone can increase your conversion rate by 55%.
Use qualified lead capture forms
Another best practice that is similar to using highly specific landing pages is to use highly specific contact forms. You should create a distinct contact form for every offer you are making, reassuring the visitor that they are getting exactly the ebook, downloadable report, or other offer that they thought they were getting. It will increase your conversion rate, and also qualify your leads. Avoid the worst practice of sending all of your lead generation traffic to a single, generic “contact us” form. Also, avoid asking for too much information on the form, since each additional piece of information requested will negatively impact your conversion rate. Only ask for what you need to qualify the lead.
Use informative headlines
Your website visitor should be able to determine exactly what action you want them to take, and what the benefit of taking that action will be, just from reading your landing page headline. Use the standard best practices of headline writing to craft a concise message laden with benefits and inspiring action. Place your first call to action where it can be easily seen and acted upon after reading the headline alone, such as in a column to the right of the main content of your landing page. If your headline is informative enough, the visitor may not need to read any more to know they want to take action.
Use insightful images
The brain processes images some 60,000 times faster than it processes words. If your landing page is offering a free ebook, use an image of the ebook. If you are making a different offer that does not lend itself to an image, use an image that conveys the benefit of the offer. A generic image of a smiling business person or medical professional looks pretty. It does not visually tell the visitor anything about your offer.
The Internet Marketing Academy