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How landing pages can help with online lead generation success

A landing page, also known as a ‘lead capturing page’, is a web page that appears in response to clicking on an advert, a call-to-action button or a search engine pay-per-click ad.

A visitor browsing your website becomes a lead once he or she has shared personal contact information with you, indicating a certain level of interest in the financial services you have to offer. A landing page is a page on a website that a visitor will be directed to once he or she has consumed the website content. Such a page holds a form which the user will fill out in order to subscribe to something or to obtain further information from you. A landing page, therefore, is a platform for capturing visitor information for the purpose of generating leads.

Offer value

A landing page should be targeted to a specific interest group and offer solutions to specific requests. The visitor should be aware of the offer you are making in order to request it from you via a landing page. ‘Contact us’ is not a very appealing offer in itself. You need to offer your users something of value, and that is why it’s important to build a unique landing page for each of the offers you create.

Use your pay-per-click ads to navigate visitors to your landing pages. Directing them to your website home page is throwing leads away, as you are throwing obstacles in their path to receiving that which is offered. An ambiguous user experience will only annoy visitors, which results in them leaving your site.

For a visitor to complete and submit the form creates a satisfactory sense of task completion, much like ticking off an item on a to-do list. It has the same effect as retrieving a contact number from a website with the intention to call.

Call-to-action

The form on the landing page should be as easy as possible to fill out, and the route to your landing pages should be simple and hassle-free. The key to making landing pages easily accessible is through creating effective call-to-action buttons on your website. A call-to action is a button that prompts the visitor to take action. Clicking on this button will direct the visitor straight towards the landing page. It is recommended that a targeted call-to-action button should be present on every individual page on your site.

It’s in any financial advisory firm’s best interest to put time and effort into building the landing pages for their website; a good and effective landing page will directly affect a website’s visitor-to-lead conversion rate.

An effective landing page houses the following elements:

Headline
The headline should explain your offer in a few words. It should repeat the words used in your call-to-action button and should be short, simple and clear. Website users tend to scan through written content, especially headlines. Therefore, the visitor should be able to understand the purpose of the page through a single glance of the headline.

Form
The form is the most important component on your landing page, therefore you’d want to construct it carefully. Asking for too much information will make the visitor consider whether it is worth filling out, considering the time that it would take. Asking for too little information will limit your knowledge of the lead. It is therefore important to choose the fields carefully and keep a good balance when considering the number and the nature of the fields.

You want to be able to contact your lead in order to eventually convert them into a client. You would also want to be able to address your lead by name. You therefore should start your form by requesting a title, first name, surname, email address and contact number. The rest of the fields should request information that would reveal the person’s level of interest, allowing you to determine whether or not the visitor qualifies as a lead and how strong of a lead he or she is. Do not overwhelm your visitor with an avalanche of questions. Request only that which is most important. More information could always be requested at a later stage of contact.

Additional content
Additional conversion-inspiring content is all the content on the page excluding the form. Your goal is to keep your visitor on the landing page for long enough to complete the form. What you do not want is for the visitor to be distracted by advertisements and links that would navigate them away from the page. Therefore, the content on the page should be minimal, for example, limited to a single paragraph or a few bulleted items displayed in an allocated section, replacing the space for advertisements or links. The content should also be relevant to the offer being made.

Images placed on this page should be captivating and interesting while being consistent with the overall website design and relevant to the offer being made. Every single part of this page should portray professionalism. As the visitor is making personal information available to you, he or she should be convinced that the site is secure and that the information supplied will be used appropriately.

Social media links
Employing social media links is a great way of making effective use of visitors as willing promoters of your offer. The link to your page can be shared on various social media sites by visitors that consider your offer to be share-worthy. In this way, your page link is distributed across various networks to various communities of people.

Post-submission page
When someone has finished filling out the form on your landing page, what do they see next? Sending them to a ‘thank you’ page is a great opportunity to suggest next steps for your lead. This is where you bring back the navigation and direct them to other parts of your site or more offers in which they might be interested. Use call-to-action buttons on this page to make further suggestions, such as ‘receive our newsletter’.

Email responder
A personalised email response is a good opportunity to assure the lead that their requests or query has been successfully processed. It gives you the opportunity to welcome the new lead, request further information and offer more items of value that would be relevant to them specifically. ‘Thank you pages’ and email responders encourage your newly converted lead to further engage with your business. This will make them stronger leads – leads that will be more likely to convert into clients.

AB testing

Now that your landing pages are built and functional, do some research to test their effectiveness. AB testing is where live pages are tested to see which of two content variations are most effective when it comes to visitor conversion. For example, test a black-and white copy page against a page where the copy is in bright colours.

Landing pages are extremely important for online success in lead generation. As it’s usually the last page that a visitor will see before exiting your site, build this page wisely and optimise its content effectively for visitor conversion and lead generation.

Paul Bearman, Senior Editor, Goldmine Media

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