Touchdown pages are one of the essential parts of lead era. However they’re solely efficient if you recognize what to placed on a touchdown web page to start with.
It’s widespread to place extra consideration and assets into your predominant web site and product pages, however touchdown pages are essentially the most direct solution to convert a better proportion of holiday makers into leads.
To get essentially the most out of your lead era technique and improve your conversion charge, right here’s what to placed on a touchdown web page.
Touchdown Web page Components
A great landing page turns your guests into leads.
Generally known as a lead-capture web page, touchdown pages include a lead era type that collects the guests’ contact info in trade for one thing of worth, like an e-book, a proposal, or a reduction.
The essential parts of an amazing touchdown web page are:
- A headline and (elective) subheading
- A quick description of what’s being supplied
- At the least one supporting picture or brief video
- Most significantly, a type on the touchdown web page itself to seize info. If, for some motive, you possibly can’t embody a type on the touchdown web page, use a big CTA button to direct guests to the following step.
- GDPR compliance and some other authorized necessities
- It’s elective, however supporting proof parts like testimonials, buyer logos, or safety badges can construct your credibility with new leads
- Optionally available AI chatbot
The distinction between a touchdown web page and your predominant web site is that your web site doesn’t have a single objective or call-to-action (CTA) for guests to observe. The goal of a landing page is to inform your guests precisely what you need them to do and why they need to do it.
You may create as many landing pages as you need — one for each marketing campaign or give you launch, for instance. In keeping with a 2023 survey we performed, over half of entrepreneurs have between 5 and 10 touchdown pages on their web sites.
Homepages, whereas nonetheless an essential ingredient of an internet site, are sometimes much less targeted on a specific job as a result of they serve the lots. They’re nice for direct visitors, however when you possibly can management how guests arrive in your web site, a touchdown web page is the most effective place to ship them.
When you will have a selected product or marketing campaign to advertise, create a dedicated landing page for it. You may drive visitors to that web page by way of e-mail advertising, social media, and pay-per-click (PPC) promoting.
In case your messaging and the remainder of the touchdown web page options are aligned with the customer’s objectives, you’ll have a better probability of changing guests into leads. In a 2023 HubSpot survey of 101 entrepreneurs, 10.9% say their touchdown pages have a 20% or greater conversion charge on common.
Questioning what it takes to get a stellar touchdown web page conversion charge? Take a look at the guidelines beneath to be taught what to placed on a touchdown web page to drive visitors and acquire leads.
What to Placed on a Touchdown Web page: 10 Suggestions and Finest Practices
1. By no means use your homepage as a touchdown web page.
It may be tempting to direct guests to your web site homepage merely since you’re uncertain what to placed on a touchdown web page within the first place.
However in case you’re operating a marketing campaign for a selected product or provide, you want a devoted touchdown web page.
As talked about above, homepages sometimes have an excessive amount of messaging, making guests really feel misplaced. I would additionally suggest not utilizing a predominant web site product web page both.
Even when your homepage and sub-pages are superior, a devoted touchdown web page will carry out higher in the case of changing guests into leads as a result of they’re targeted on one job.
Plus, you don’t want skilled design abilities to create touchdown pages. You need to use a landing page builder to seamlessly create a touchdown web page that matches your web site and providing.
In reality, our survey discovered that 43.6% of entrepreneurs use pre-made CMS themes and templates to create their touchdown pages.
Get Started With HubSpot’s Free Landing Page Builder
2. Observe the usual construction.
Your headline needs to be benefit-focused to let folks know straight away what’s in it for them. Hold it temporary whereas clearly speaking your provide. You may go into extra element with a quick description.
The outline ought to emphasize the profit within the headline and supply a couple of extra explanation why guests ought to convert. Writing compelling copy that engages customers is usually a problem at instances. However don’t let this half sluggish you down within the touchdown web page course of.
As an alternative, think about using an AI device like HubSpot’s Campaign Assistant. The device may also help you generate copy on your touchdown web page in seconds — all you must do is refine it so it’s in your model voice.
Talking of AI: If in case you have an AI chatbot, think about using it on product touchdown pages. Right here’s an instance from HubSpot’s touchdown web page for its touchdown web page builder (say that 10 instances quick):
Lastly, don’t skip the visuals.
Of entrepreneurs surveyed, 38.6% say that video is the touchdown web page ingredient that the majority positively impacts conversion charge, whereas 35.6% say imagery or graphics do.
In both case, touchdown web page visuals are clearly impactful, so take your time creating photos and movies on your touchdown web page campaigns.
3. Take away additional navigation.
A touchdown web page is used for one function and one function alone — to encourage a customer to take a selected motion.
To maintain guests targeted in your touchdown web page’s content material and message, take away the primary web site navigation from the web page so that they don’t transfer off the web page.
We ran an A/B check for paid advert guests and located that eradicating the primary navigation boosted our CVR by 11%. Rebecca Hinton, a CRO strategist right here at HubSpot, says, “Should you ship [paid ad visitors] to an internet site with full navigation, possibly they get distracted. Possibly they only [wanted the ebook].” HubSpotter Curt del Principe talked to Hinton and has the entire story, plus all the things you might want to run your individual A/B check.
You also needs to be aware of navigation because it pertains to the lead era in your touchdown web page. If in case you have a type, hold your inquiries to a minimal. Of the entrepreneurs we surveyed, 30.7% recommend 4 is the best variety of inquiries to placed on a touchdown web page.
Want so as to add a type to your touchdown web page? You may simply put collectively a type utilizing HubSpot’s free form builder tool.
Within the touchdown web page instance beneath from MIT Expertise Evaluation, the shape contains seven fields to fill in, with one being elective.
The remainder of the web page is simple, affords clear navigation, and descriptions precisely what you’ll get after submitting the shape.
4. Hold the target easy and easy.
Don’t stuff an excessive amount of info in your touchdown pages. Make it clear what the web page is about and what you need the customer to do.
Restrict the quantity of copy, photos, media, and hyperlinks to solely what’s obligatory, and arrange your content material in a correct construction so objects are in logical order. It’s particularly essential that the CTA is as crystal clear as potential for the customer.
Let’s check out an instance touchdown web page from HubSpot. This touchdown web page is designed to advertise a free information about optimizing touchdown pages for lead era.
The design is straightforward — as quickly as a customer lands on the web page, they’re greeted with essentially the most important parts:
- A headline
- Transient description
- CTA button
- Picture or video
The headline and outline are clear and let guests know precisely what the provide is and why they want it. The CTA button can be simple, which is one other finest follow for touchdown pages.
In search of extra inspiration on your touchdown web page? Take a look at these stellar landing page examples.
When excited about your CTA button, keep away from utilizing the phrase “Submit” — it’s obscure and it doesn’t let the person know precisely what they’re submitting their info for. At all times use language that signifies what they’re getting in return.
For instance, “Obtain Now,” “Get your Free Analysis,” or “Be a part of our Mailing Record.”
5. Match the content material to a customer’s earlier supply.
Whether or not a customer comes from a PPC advert, e-mail, or CTA from one other supply, make sure the messaging matches all through the whole conversion path.
In case your PPC advert says, “Obtain our Advertising E book,” your touchdown web page ought to say the very same factor — or be related sufficient that customers know they’re in the precise place.
If there’s a disconnect in your messaging, guests will really feel as if they’re within the mistaken place and can seemingly hit the “Again” button.
6. Cut back friction.
Friction is attributable to objects (or lacking objects) on a web page that inhibit a customer from taking motion. This could embody offering an excessive amount of info (including complexity), animation that’s distracting, lack of buyer proof or safety, and many others.
Make your guests really feel assured of their alternative to offer their info. To cut back friction, hold the web page easy.
Embrace your most essential parts, like the primary message, your provide, and the lead era type, initially of the web page.
Save the extra detailed description, testimonials, and FAQs for later within the web page because the customer scrolls down.
Don’t require guests to learn an excessive amount of, and don’t current inner hyperlinks that may lead them away from the touchdown web page.
Do embody social proof parts equivalent to buyer testimonials, variety of downloads or gross sales (to point acceptance from others), or safety badges (in case you’re coping with delicate knowledge equivalent to bank card info).
And, as talked about above, be sure that messaging matches all through their conversion path.
7. Give attention to worth.
What you placed on a touchdown web page is simply as essential as what the touchdown web page is for within the first place.
Whereas touchdown web page campaigns needs to be used typically in your lead era technique, be intentional about what you’re providing.
The provide must be worthwhile for results in trade for his or her info, and it must be one thing they’ll’t get anyplace else.
Listed here are a couple of examples of what gives worth and what doesn’t:
- Don’t create a touchdown web page to obtain a reality sheet (by no means put these behind a type).
- Do create a touchdown web page for a worthwhile whitepaper.
- Don’t use a touchdown web page for “Contact Us.”
- Do use one for a worthwhile information, free trial, demonstration, or analysis. Providing one thing of worth will allow you to generate extra leads so you possibly can nurture them over time till they’re prepared to purchase.
8. Solely ask for what you want.
In the case of lead era types, there isn’t any magic reply for the variety of type fields that needs to be required.
However right here is one easy rule of thumb: Solely ask for what you or your gross sales workforce actually wants. Should you don’t want their hair shade, don’t ask for it. Attempt to avoid delicate or confidential info, too.
As for contact info, relying on what you’re producing leads for, identify and e-mail deal with is normally sufficient. HubSpot’s types (beneath) ask for info primarily based on whether or not you’re already in our CRM — that method, you don’t need to enter data we have already got.
If you wish to ask for extra, 25.7% of entrepreneurs in our survey agree {that a} cellphone quantity is the following most essential factor to request on a touchdown web page type after identify and e-mail.
9. Create plenty of touchdown pages.
Each new marketing campaign or provide wants a touchdown web page. The extra touchdown pages you will have, the extra alternatives to transform visitors into leads.
And since these touchdown pages aren’t instantly linked in your web site’s navigation, you don’t want to fret about crowding your web site or distracting guests who’re casually looking your organization web page.
In keeping with our 2023 survey, a majority of entrepreneurs (37.6%) have 5 or fewer touchdown pages on their web sites. Nonetheless, 6.9% of entrepreneurs have over 26 touchdown pages on their web sites.
There isn’t a magic quantity, however you possibly can create as many touchdown pages as you will have affords.
10. Make your touchdown pages shareable.
That is elective, nevertheless it’s one other nice solution to drive extra guests to your touchdown pages.
Embrace social media sharing hyperlinks or a social sharing widget in your touchdown pages so guests can simply share that content material with their very own private networks, and, in flip, drive extra alternatives for changing leads.
Should you associate with one other firm on a proposal — let’s say an e-book — make a plan for each groups to distribute the touchdown web page on their channels. The extra protection you will get, the upper the prospect of holiday makers you’ll have.
Consider your touchdown pages, and use these finest practices as a guidelines for establishing the proper web page.
Efficient touchdown pages are what’s going to flip your web site right into a lead-generating machine. And don’t overlook to check your touchdown pages to see which of them work finest for you.
Create Nice Touchdown Pages
There are actually only a few important parts that you must characteristic in your touchdown pages — this isn’t the time for maximalism. Use these tricks to create touchdown pages on your merchandise or affords, and watch your conversions develop.
Editor’s word: This publish was initially revealed in March 2013 and has been up to date for comprehensiveness.
