Landing Page Best Practices

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Now, let's talk about the best practices for your Landing Page to convert visitors into leads . Take note and don't skip any of these tips. Remember that Landing Pages are your digital sales representatives, so if they fail, your sale fails.

Avoid distractions
Focus on the offer, do not give space to other information or links that distract your visitors on the way to becoming a lead . Therefore, you should not leave navigation links to other parts of gmx email list the website, but only show the information about the content offer and the form.

Be brief
In digital, the rule of thumb is “less is more” – don’t go around in circles too much, with too much text on a page, the visitor can lose focus, or worse, lose interest . Write a clear, concise and action-oriented headline and clearly explain the content offer and emphasize (bold or larger letters) the value of the offer.

You also need to let your visitors know what they are getting and how they are going to access it. Will they need to download it? Use the word “Download” in the header, if they are going to see a video, tell them they are going to see a video.

It is also important to include the type of offer in the headline, such as “eBook” or “template” etc., so search engines will understand what the offer is about. An easy formula for writing a headline is an action verb, explaining what the offer is and detailing the benefit of the offer to the person.

Set a metric
You need to set KPIs to measure the effectiveness of your landing page. The recommendation is that there should be at least a 20% conversion rate for a landing page, that is, 20% of people who arrive at the home page and finally fill out the corresponding form. If you have less than 20%, start evaluating what is wrong with it.

A landing page promoting a free consultation is expected to have less traffic than one containing an offer to download an eBook , as the latter is more geared towards the discovery stage of the Buyer's Journey . However, even though the page has less traffic, you should still aim for a high conversion rate of 20%.

Form according to the Buyer's Journey
According to the Buyer's Journey, the buyer goes through three stages: discovery, consideration and decision. The amount of information you ask for in the form is proportional to the value of the content offer, that is, if you are giving an eBook it is not the same as if you are giving free advice.