Free Ebook: The Essential Guide to Internet MarketingA landing page is a lead conversion page that appears in response to a visitor clicking an ad or link (a call to action). The general goal of a landing page is to convert site visitors into sales leads. The effectiveness of a landing page is measured through its conversion rate, meaning how often people take action when they visit it.

There are many factors to consider when designing landing pages and converting visitors into leads. These factors can vary, often depending on business goals. There are, however, key tips to always keep in mind when creating successful landing pages.

Creating Successful Landing Pages

1. Remove Main Navigation

Once a visitor arrives on a landing page, you do not want them leaving. To increase conversion rates you need to keep people from getting distracted (which is often difficult), the simplest way to go about that is by removing the main site navigation. If visitors have less to look at, and less to click on, they are more likely to stay on the conversion path. You can always add the main navigation or provide a link back to your website once they complete the action that brought them to the page originally.

2.Only ask for the information you really need

The first landing page in a campaign is like the first date. You are just getting to know the person and don't want to scare them off, so don't ask too much. People are instantly scared off by a long form asking them too many questions. So the key is to only ask what you need to know. Information is needed to qualify leads, and getting less information is better than getting no information.

3. Don't ask visitors to submit

No one wants to 'submit.' It is a known fact that forms asking a person to 'submit' their information are less likely to lead to conversions. People don't want to giveaway something, they want to get something. Use your landing page form button to remind the visitor of the benefit they will soon be receiving. Using action phrases such as 'Get your Free Ebook' or 'Download your Whitepaper,' highlight the benefit the visitor will be receiving. It is also important to make your form buttons bold and colorful that compliment, without blending in with, your website's design.

CTA's should be descriptive and action oriented. Don't use submit.

4. Encourage social sharing

Remember to always include social media sharing buttons on your landing pages. The buttons entice people to share your offer with their friends, family and colleagues. More eyes lead to more visitors, and more visitors lead to more conversions. Just make sure your sharing buttons are located well and are not crowding the page.

5. Test for perfection

Don't forget to test before you publish! People hate not getting what they were expecting. Broken links not only make people angry, they lessen your credibility. Test every button and function on your landing page and make sure everything works perfectly. You can also test different styles and features to see what works best for your business. There is always room for improvement.

Carolyn Bowers
By Carolyn Bowers

A full-time Atlanta Braves fan, and the Digital Marketing Analyst at CommonPlaces. She enjoys spending time with her family and pets, and has a goal to attend a game at every Major League Baseball park before the age of 40.

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