What Your Website is Missing: Converting Your Traffic Into LeadsSo many business websites become “billboards in the desert”, real pretty, but no one see’s them. If you’re actually getting traffic to your website, then you’ve won half the battle. How many of your visitors are actually turning into leads?
What makes a web page convert so well? It can be daunting for a business to know where to start when it comes to improving lead conversion. You can either conduct your own testing using AB testing tools, or you can see what the top performing websites are doing. We’re going to go with the latter on this article and take a look at some great landing pages.
These guys are the leading SEO software providers in the industry and they know how to create a great user experience. On SEOmoz ‘s website, you’ll notice how visually appealing their homepage is, with colors that are easy on the eyes. They have a brief blurb about the product, product screenshots, and a call to action – all above the fold.
Fishbowl Inventory creates inventory software for manufacturers and wholesalers, so this company deals with a very specific niche. Fishbowl Inventory also chose to have a visually appealing design, using bullet points, icons, and images instead of plain text. They use a video to describe the product and also have the call to action above the fold.
Being an authority in the marketing analytics space, Hubspot definitely sets an example to follow. They combine elements from both landing pages mentioned before, it’s visually appealing, with brief product descriptions, and a call to action above the fold. They also include testimonials and “lead magnets” or free giveaways within the landing page. If someone isn’t interested in downloading a trial or signing up for a consultation, it’s always good to give things away for free.
So what were the common factors from the landing pages mentioned above?
- Have visually appealing content
- Brief product descriptions (no fluff, straight to the point)
- Having a call to action above the fold, you have to get the users attention quickly
It’s hard to know what will or won’t work until you see what is actually working. Look at your competitors, look at successful marketing companies, and then tailor your own landing page using all the best elements. By constantly improving and evolving, you’ll eventually get it right, and find the best fit for you and your business.
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