Checkpoints in designing landing page for lead generation

Today, we will be discussing briefly about the necessary checkpoints while designing a landing page for generating and converting a tremendous amount of leads, which makes your business profitable. Various concepts for designing landing pages that we will be discussing now have laid the foundational blocks of Digital Marketing and  Web-Designing. But before we go ahead and explain all the checkpoints, lets understand what a landing page is, how it is different from standard web pages, and why it is so crucial for developing and ranking a website. Let’s Start Landing Page is the web page specifically designed and created for a single specific product or service to provide ease-of-navigation to all the users. The need for landing pages emerges where the products and services have diverse range in different segments in order to categorizes these products and services as per their role and functionality. Some practical examples where landing page was required: 1- Large e-commerce platforms like flipkart, amazon and eBay etc. 2- SaaS (Software as a Service) providers like IBM, Infosys, and Accenture etc. 3- Event based platform like BookMyShow, PVR and INOX etc. 4- Lead generating platforms such as JustDial, Sulekha and IndiaMART etc. Let’s move on, These checkpoints in context of designing a landing page is meant to be a strategy or steps incorporated into the page to capture and qualify leads efficiently and effectively. These checkpoints are designed to guide the user through the conversion process and gather crucial information about potential customers. These checkpoints mainly influence lead generation as their main aim is to increase the overall traffic (visitors) in the particular website through various channels like subscribing to a newsletter and YouTube channel, or any other action that can enable to capture the visitors contact information or other relevant details. Some of the relevant checkpoints that must be considered while designing landing page are stated below:

Incorporating Interactive Elements

Engaging traffic in a website is crucial to survive and compete in this dynamically evolving competitive digital landscape. There are various ways to integrate communication through various forms: High-quality images, infographics, and icons are often used on the landing page as a strategy to capture the attention of visitors and engage them by conveying the hidden message in these visual elements, such as images, icons, and infographics. For example, if you are running an IT consultancy firm and have applied these visual elements to your client’s landing page of the website, like an image showing positive facial expressions of consultancy agents helping their clients, such as a professional demeanor and greeting the clients and customers, then these types of images will be captured by everyone who visits this website due to their positive impact on them, as they would think that this company really appreciates and cares about the customer opinions and feedback, which in turn would help them to generate leads and would also help in increasing their revenue and profit. When these visuals are applied strategically, they may evoke the desired emotions in the visitors, which showcases the firm’s culture and reinforces the benefits of your outsourcing services in their minds. However, one must ensure that these elements are relevant to the website’s content and should be aligned with your brand and logo, creating a visually appealing user experience for potential clients. Video content has emerged as a powerful tool specifically for digital marketing strategies, and utilizing these contents strategically on the landing page of your website may significantly lead to a positive impact on lead generation. It has been reported by various surveys that uploading videos as content has the ability to convey complex information in an engaging and captivating manner. When video content has been well crafted, it has the power to grasp the viewer’s attention and strongly reinforce the opinions and facts in the viewer’s mind, which leads them to convert from a potential client to the client. Incorporating video on the landing page creates a deeper connection with the audience by fostering and conveying a sense of trust and reliability through its content, and like most people, clients are also more likely to develop a partnership with a firm whom they can relate to and believe in. Search engines also favour these websites with video content, thus boosting their visibility and improving SEO rankings. Moreover, one can also upload explainer videos that demonstrate certain key areas of your products and services in detail, like what products and services are being provided, how they address common issues faced by their clients and customers, what benefits a client or customer may receive from you, and how you are different from the rest of the other players in the market. By incorporating video content on your landing page, it acts as a visual guide showcasing the value of your services, offers solutions offered by various clients in the market, and effectively communicates your strengths to potential clients, which in turn attracts more qualified leads. Incorporating integrated tools like calculators on your firm’s landing pages can create a more vivid and personalized user experience. For instance, an IT consulting firm develops an interactive calculator on the landing page of the website that allows potential clients to estimate the cost of their project based on various parameters such as project scope, technology stack, and timeline. This interactive tool not only provides a calculation of the project but also provides valuable insights into their project requirements and budget constraints, which results in engaging more qualified potential clients with your firm that may become qualified leads, thus driving your lead generation efforts forward. Interactive forms like inquiry and feedback forms enable users to input data, submit their response(s), subscribe to various channels of their organization, and to make purchases. Incorporating interactive maps on the landing page in the ‘contact us’ segment or field eases the visitors and clients through calculating distance and providing directions from their current location to your business location, zooming in and out to locate nearby landmarks while traveling, and many more. Interactive live chat support provides real-time assistance and interaction to visitors through live chat support on your landing pages, which has a significant impact on lead generation. Imagine a potential client exploring your IT consultancy services regarding a few specific queries or concerns at unusual hours like 22:00 p.m.; then, by integrating live chat and chat bots, any visitor(s) can instantly be connected with a knowledgeable representative who can answer their questions at any time (24×7) from anywhere around the globe, provide their personalized recommendations, and address any apprehensions and queries they may have. Showcasing client testimonials, reviews, and ratings from satisfied clients or customers is considered a powerful set of tools for showcasing your firm’s capabilities that may have a positive impact on generating leads for your exceptional outsourcing services. For example, if you are running an IT consultancy management firm, sharing a true and compelling success story, such as how your firm assisted a startup in its operations through providing efficient software and technical requirements, will demonstrate your firm’s concrete value. Potential clients and customers relate to these real-world examples only and conceive how your firm may help them to achieve similar success, thus making them more inclined to engage with your business. Additionally, showcasing the specific challenges faced by your clients and how your firm addressed those challenges effectively can help establish credibility and instill confidence in potential clients. Testimonials and case studies are considered prominent social proof that validates your firm’s expertise and reassures potential clients by reinforcing the positive impacts on their decision to partner with you, resulting in more qualified leads and conversions. For instance, by featuring a video testimonial from a satisfied client, a web designing company could highlight the tangible benefits they’ve experienced by partnering with the client’s firm. Seeing and hearing positive feedback directly from different clients add authenticity and credibility to your firm’s offerings by fostering trust, thus increasing the likelihood of lead conversion. Other social proof, apart from client testimonials like Google reviews and ratings, can significantly influence the decision-making process of potential clients by showcasing positive feedback and success stories from satisfied clients on your landing pages to build trust and credibility. The introduction of trust signals, such as certifications or brand logos, on the landing page reassures visitors that the particular firm adheres to industrial standards and best practices. Taking advantage of social proof and trust signals, one can instill confidence in potential clients and demonstrate their firm’s positive track record of delivering exceptional services, thus encouraging more leads to convert.

Highlight Unique Selling Proposition (USP)

In this crowded competitive digital market, clearly conveying your firm’s Unique Selling Proposition (USP) on the landing pages of your website is crucial because it’s only the USP that sets you apart from the rest of the competitors throughout the market. For instance, if your firm specializes in providing 24/7 customer support for global clients and customers, then it must be mentioned and emphasized as a unique feature of your firm on the landing page, which showcases how your round-the-clock support ensures positive client support and provides assistance regardless of their time zone, fostering trust and reliability in your brand. Through highlighting your firm’s exceptional capabilities and addressing some common critical issues faced by the majority of clients, potential clients are more likely to choose you over other players in the market who could not offer the same level of support or expertise, thus resulting in significant improvement in lead generation outcomes.

Offer Free Resources

Giving access to valuable free resources, such as eBooks, free trials of software and tools, or industry reports, not only makes your firm look expert but also encourages visitors to share their contact information willingly. For example, a web designing company may provide a free trial of software and tools that assists their potential client’s businesses by increasing their visibility and scalability throughout the market. Visitors interested in these types of valuable resources would willingly fill out a lead capture form to access it freely, thus nurturing your firm through effective leads and conversion along with targeted email campaigns and building lasting relationships with potential clients.

Content

Content within the landing page and visual elements must be of a valuable and informative nature that showcases your firm’s industry knowledge and insights. Offering valuable content demonstrates your willingness to provide value upfront and makes potential clients more likely to consider your firm for their outsourcing needs.

Implementing A/B Testing

A/B testing, also known as split testing, refers to a testing procedure of the developing landing page involving multiple versions of your landing pages and comparing their performance to determine which one generates the most leads. For example, creating two variations of your landing page with different headlines, such as CTA buttons or imagery, has to be tested using different variations simultaneously with real visitors. So, by gathering data through web analytics, the relevant data can be extracted by stating certain conditions while considering one of the above-stated elements as a parameter that may provide effective leads and comparing the results with different parameters. A/B testing helps you make data-driven decisions, fine-tune your landing pages, and continually improve your performance, which will ultimately maximize the lead generation results of your company.

Design for Mobile Responsiveness

With an increase in the number of mobile phone users, optimizing the landing pages of one’s website for mobile responsiveness is non-negotiable and plays a vital role in generating leads effectively. Landing pages must be adapted seamlessly to various devices as per their screen sizes to provide a more concise and realistic, user-friendly experience on smartphones and tablets. Mobile-friendly landing pages not only improve the UI/UX but also positively impact your site’s ranking on search engines, as search engines prioritize mobile-friendly sites in their results.

Optimize Thank You Pages

After a potential client completes a lead capture form, they are generally redirected to a thank-you page. Using this thank-you page to express appreciation usually confirms that the form submission was successful and may provide additional resources in the next steps. For example, an IT consulting firm could use the thank-you page to provide a link to download free software or tools on trial. By optimizing thank-you pages, one can keep clients engaged with their firm, which in turn increases the chances of converting leads into loyal clients.

Conclusion

Implementing these practical strategies on your firm’s and clients landing pages can significantly enhance their effectiveness in generating leads. By engaging visitors with all these interactive elements explained above, such as highlighting your firm’s USP, taking leverage through video content and high-quality images, showcasing client success stories, providing valuable free resources, and many more, that reinforces your firm’s credibility and position as the best choice for potential clients seeking your firm’s services. Embracing these practices empowers your firm to attract and convert more qualified leads, thus driving growth and profits in your business and achieving success in this competitive market.