One key to changing your website from a brochure into an effective lead-generation machine is having landing pages that offer the customer something in exchange for bits of their information.  But not all landing pages are created equal.  Some are better at converting the visitor into a lead than others.  The following are important rules to follow to create your own effective landing pages:

• The Offer– It all starts with a strong offer. Make sure whatever you’re offering the page visitor in exchange for their information is worthwhile. Think “helpful, valuable.”
• Focus – You don’t want to distract visitors to your landing page by giving them multiple options of what to do next. Focus the page on what you want them to do – submit their information. Remove anything that’s extraneous to your goal, including the top menu bar found on your other web pages and any social media icons, RSS feeds, search boxes, or other elements that aren’t essential to the goal of the landing page.
• Be Compelling – If you want people to fill out your submission form, you’re going to have to give them a good reason. Consider the copy on your page an elevator pitch for your offer – quick, simple, clear. What’s the hook? Spell it out.
• Be Visual – If you can illustrate your offer or its benefits, now’s the time. That old adage, “a picture is worth a thousand words” is true and can work to your advantage here. But make sure the images you do select are relevant.  Don’t use them just to spice up the page.  Be intentional with pictures; have a purpose.
• Ask For It – Call the page visitor to action. Much like salespeople are encouraged to ask for the sale, so you have to ask visitors to your landing page to take the action you want them to take. Don’t assume they’ll just do it.
• Buttons – Action buttons are most effective when they look like buttons.  Make them stand out.  Rather than “submit” have them read something related to the action you want them to take. “Download the eBook”, “Send me the discount code”, etc.
• Don’t require more than you need – People are generally turned off by long submission forms that require a lot of information, especially information that’s nonessential to your offer.  Ask for only what you need.  If you’re emailing the visitor something, get their email address and name. You don’t need their phone number at this stage, so don’t ask for it.
• Promote – Once your landing page is up and running, don’t forget to promote it! Place clickable buttons elsewhere on your website that will call visitors’ attention to it. Tweet about it. Facebook it. Email it out to contacts to whom it might be relevant. Spread the word!

So, the next time you’re working on a landing page, keep these tips in mind and watch your conversion rates go up! If you have a landing page success story or a tip of your own, we want to hear about it so leave us a comment below!