Touchdown pages are one of the vital essential parts of lead technology. However they’re solely efficient if you understand what to placed on a touchdown web page to start with.
It’s widespread to place extra consideration and assets into your principal web site and product pages, however touchdown pages are probably the most direct approach to convert a better proportion of tourists into leads.
To get probably the most out of your lead technology technique and enhance your conversion fee, right here’s what to placed on a touchdown web page.
What’s a touchdown web page?
A touchdown web page is a web page on an internet site designed to show guests into leads.
Generally known as a lead-capture web page, touchdown pages include a lead technology type that collects the guests’ contact data in change for one thing of worth, like an book, a proposal, or a reduction.
The objective of a touchdown web page is to inform your guests precisely what you need them to do and why they need to do it. Touchdown pages are separate out of your web site in that they’re created for a particular function.
You’ll be able to create as many touchdown pages as you need — one for each marketing campaign or give you launch, for instance. Based on a current survey, over half of entrepreneurs have between 5 and ten touchdown pages on their web sites.
The distinction between a touchdown web page and your principal web site is that your web site doesn’t have a single objective or call-to-action (CTA) for guests to observe.
Homepages, whereas nonetheless an essential component of an internet site, are sometimes much less targeted on a specific activity as a result of they’re serving the lots.
Homepages are nice for direct visitors, however when you possibly can management how guests arrive in your website, a touchdown web page is the most effective place to ship them.
When you might have a particular product or marketing campaign to advertise, create a devoted touchdown web page for it. You’ll be able to drive visitors to that web page via e mail advertising, social media, and pay-per-click (PPC) promoting.
In case your messaging and the remainder of the touchdown web page parts are aligned with the customer’s objectives, then it is best to have a better likelihood of changing guests into leads. In a HubSpot Survey of 101 entrepreneurs, 10.9% say their touchdown pages have a 20% or greater conversion fee on common.
Questioning what it takes to get a stellar touchdown web page conversion fee? Take a look at the ideas under to be taught what to placed on a touchdown web page to drive visitors and achieve leads.
What to Placed on a Touchdown Web page: 10 Ideas 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 undecided what to placed on a touchdown web page within the first place.
However if you happen to’re operating a marketing campaign for a particular 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. We might additionally suggest not utilizing a principal website product web page both.
Even when your homepage and sub-pages are superior, a devoted touchdown web page will carry out higher on the subject of changing guests into leads as a result of they’re targeted on one activity.
Plus, you don’t want skilled design abilities to create touchdown pages. You need to use a touchdown web page builder to seamlessly create a touchdown web page that matches your web site and providing.
Actually, our survey discovered that 43.6% of entrepreneurs use pre-made CMS themes and templates to create their touchdown pages.
Get Began With HubSpot’s Free Touchdown Web page Builder
2. Comply with the usual construction.
In terms of what ought to really go in your touchdown web page, lead technology pages sometimes embrace the next parts:
- A headline and (optionally available) sub-headline
- A quick description of the what’s being supplied
- A minimum of one supporting picture or quick video
- (Optionally available) supporting proof parts resembling testimonials, buyer logos, or safety badges
- Most significantly, a type on the touchdown web page itself to seize data. If, for some motive, you possibly can’t embrace a type on the touchdown web page, use a big CTA button to direct guests to the following step.
The headline needs to be benefit-focused to let individuals know instantly what’s in it for them. Preserve it transient whereas clearly speaking what your provide is. You’ll be able to go into extra element with a quick description.
The outline ought to emphasize the profit acknowledged within the headline and supply a number of extra compelling the reason why guests ought to convert. Writing compelling copy that engages customers is usually a problem at occasions. However don’t let this half sluggish you down within the touchdown web page course of.
As a substitute, think about using an AI device like HubSpot’s Marketing campaign Assistant. The device can assist you rapidly generate copy in your touchdown web page in seconds — all you need to do is refine it so it’s in your model voice.
Lastly, don’t skip the visuals.
Of entrepreneurs surveyed, 38.6% say that video is the touchdown web page component that almost all positively impacts conversion fee, whereas 35.6% say imagery or graphics do.
In both case, touchdown web page visuals are clearly impactful, so take your time when creating pictures and movies in your touchdown web page campaigns.
3. Take away further navigation.
A touchdown web page is used for one function and one function alone — to encourage a customer to take one particular motion.
When guests land on a web page, you need to preserve them there till they carry out that motion, whether or not that’s signing up for a product or downloading an book.
Leaving the navigation bar would possibly induce them to proceed wandering. To maintain guests targeted in your touchdown web page’s content material and message, take away the principle website navigation from the web page so that they don’t transfer off the web page.
You must also be conscious of navigation because it pertains to the lead technology in your touchdown web page. If in case you have a type, preserve your inquiries to a minimal. Of entrepreneurs, 30.7% counsel 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’ll be able to simply put collectively a type utilizing HubSpot’s free type builder device.
Within the touchdown web page instance under from MIT Expertise Evaluate, the shape contains seven fields to fill in, with one being optionally available.
The remainder of the web page is simple, provides clear navigation, and descriptions precisely what you’ll get after submitting the shape.
4. Preserve the target easy and clear.
Don’t attempt to stuff an excessive amount of data 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, pictures, media, and hyperlinks to solely what’s essential, and set up 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 doable 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 technology.
The design is easy — as quickly as a customer lands on the web page, they’re greeted with probably the most important parts:
- A headline.
- Temporary 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 apply for touchdown pages.
On the lookout for extra inspiration in your touchdown web page? Take a look at these stellar touchdown web page examples.
When serious about your CTA button, keep away from utilizing the phrase “Submit.” Submit is just too obscure and doesn’t let the lead know what precisely they’re submitting their data for. All the time 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 Checklist.”
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 all the conversion path.
In case your PPC advert says, “Obtain our Advertising Book,” your touchdown web page ought to say the very same factor — or not less than have comparable messaging that lets customers know that they’re in the appropriate place.
If there’s a disconnect in your messaging, guests will really feel as if they’re within the fallacious place and can possible hit the “Again” button.
6. Scale back friction.
Friction is brought on by objects (or lacking objects) on a web page that inhibit a customer from taking motion. This will embrace offering an excessive amount of data (including complexity), animation that’s distracting, lack of buyer proof or safety, and so forth.
Make your guests really feel assured of their selection to offer their data. To cut back friction, preserve the web page easy.
Embody your most essential parts, like the principle message, your provide, and the lead technology type, originally 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 inside hyperlinks that may lead them away from the touchdown web page.
Do embrace social proof parts resembling buyer testimonials, variety of downloads or gross sales (to point acceptance from others), or safety badges (if you happen to’re coping with delicate information resembling bank card data).
And, as talked about above, ensure messaging matches all through their conversion path.
7. Deal with 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 usually in your lead technology technique, be intentional about what you’re providing to leads.
The provide needs to be useful for results in change for his or her data, and it needs to be one thing they will’t get anyplace else.
Listed below are a number of examples of what offers 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 useful whitepaper.
- Don’t use a touchdown web page for “Contact Us.”
- Do use one for a useful 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 terms of lead technology varieties, 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. For those who don’t want their hair coloration, don’t ask for it. Attempt to steer clear of delicate or confidential data, too.
As for contact data, relying on what you’re producing leads for, identify and e mail handle is normally sufficient.
If you wish to ask for extra, 25.7% of entrepreneurs agree {that a} telephone quantity is the following most essential factor to request on a touchdown web page type after identify and e mail.
9. Create numerous touchdown pages.
For each new marketing campaign or provide, create a brand new touchdown web page. The extra touchdown pages you might have, the extra alternatives to transform visitors into leads.
And since these touchdown pages aren’t immediately linked in your web site’s navigation, you don’t want to fret about crowding your website or distracting guests who’re casually searching your organization web page.
Based on a current survey of entrepreneurs, a majority (37.6%) solely have 5 or fewer touchdown pages on their web site. Nevertheless, 6.9% of entrepreneurs have over 26 touchdown pages on their web sites.
There isn’t any magic quantity, nevertheless it’s clear that you would be able to create as many touchdown pages as you might have provides.
10. Make your touchdown pages shareable.
That is optionally available, nevertheless it’s one other nice approach to drive extra guests to your touchdown pages.
Embody 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.
For those who associate with one other firm on a proposal — let’s say an 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 possibility of tourists 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 neglect to check your touchdown pages to see which of them work finest for you.
