It’s also not to convince someone to fill in your form, download your white paper or subscribe to your newsletter.
These things are all important. They are jobs your landing page might have to do at some point, but they’re not its first job.
The first job is to beat the back button. To stop your visitor bouncing off the page.
Most people decide whether to stay on your site or bounce back to the search results in the first few seconds. This is not a well-considered assessment, it’s a snap judgement.
The searcher can afford to make a snap judgement. The cost of making a mistake is tiny: there are hundreds of alternate sites two clicks away.
But for you and I, the cost of them leaving is much higher. It's the cost of the ad that brought them to the site and the missed opportunity of winning their business. We've got to get this right.
Make the page lightning fast.
The clock starts ticking when the searcher clicks on your ad. The page should be readable and stable in the first few seconds. Try Google's PageSpeed Insights to see how how fast your page loads.
Tell your visitor that she's in the right place.
This might need a bit of an explanation ...
Your visitor started out with a problem - say she wanted a new battery for a forklift. She searched Google and saw your ad. It offered a solution to her problem so she clicked it. Now she's on your page.
She's about to decide if it's likely that she'll be able to buy a new forklift battery from you without too much hassle.
There are only two seconds left on the clock.
She's got time to glance at your headline. That glance isn't long enough to make the mental connection between what she wants - a forklift battery - and headlines like:
It needs to be utterly obvious: "forklift batteries" or you're going to lose her forever.
Make the site look easy to use.
People form an impression of your site without really looking at it, in the same way you get a feel for a room as you walk past the open doorway. Is it full of granny-clutter: ornaments, piles of old Women's Value magazines and cat hair on the carpet? Or does it look clean and airy like an Apple store?
Will using technical terms and industry jargon improve conversion rate? Landing pages have to be written for both the expert and non-technical user because you get both expert and non-technical visitors. Here's how to do that.
Improve conversion rates with visitor-focussed headlines High-converting headlines are about what the visitor cares for, not about the characteristics of the business. Here's how to check your headline for visitor focus.
6 Critical Mistakes You're Making with Your Landing Page Amy Hoy wrote a brilliant article titled 6 Critical Mistakes You're Making with Your Landing Page. She makes a really interesting observation which resonated with me: Landing page design is actually a usability exercise.
CAPTCHA is like putting barbed wire in front of your shop Don't make it difficult for your customers to contact you. Businesses with the smoothest processes will attract (and keep) the best customers.
Do long enquiry forms get more qualified leads? If your enquiry form asks for much more than contact details you're losing qualified sales leads. Read on to learn why...
Honest conversion tracking when you've got live chat, click to call and a form I took on an account with no useful conversion data. Here's how I started tracking calls, forms and live chat accurately.
How I got landing page load time down from 0.8 seconds to 0.2 seconds. Here’s a quick tip for improving landing page speed. As you know, nobody likes a slow website. Load speed is strongly correlated with the conversion rate: Fast website = more leads.
How long should your landing page be? How long should your landing page be? The answer isn't a number.
How to craft high-converting headlines, even if you have the copywriting skills of a turnip. If you’re anything like me, starting is the hardest part of writing. It's like I'm staring at the screen waiting for someone to unblock the idea pipe. That struggle is over.
How to improve landing page conversion rates by increasing visitor motivation Here's how I doubled the conversion rate on some Google Ads lead generation landing pages by improving visitor's motivation.
How to improve landing page experience. Improving page speed helps improve landing page experience. Google's guidance is broad, not specific. That makes it hard to know what to do. Google does provide one specific set of instructions, following these will improve landing page experience and boost conversion rates.
I’m paying for clicks but I'm not getting enough leads. Read on to learn how your website could be sabotaging your advertising. And, what you can do to get more leads from your the clicks you've already paid for.
Improve website conversion rates with autocomplete. Here's a small tweak to the contact form on your website that'll make it easier for people to complete it. Adding autocomplete to your form fields is one of those 1% kaizen improvements. They all add up.
Landing pages: Click-to-call or contact form? You get the highest conversion rates from landing pages that concentrate on convincing visitors to do just one thing. Offer visitors too many choices and they bounce. But what if there are two equally good things your visitor could do?
Use HTTPS for your landing pages or kill your conversion rate. The number of website enquiries you get is going to fall off a cliff after 24th of October if your website doesn't use HTTPS. After the 24th of October 2017, Google Chrome will warn people that web pages with forms are insecure unless they’re served over HTTPS. Here's how to fix this.
We read websites like we did 100 years ago Even though the internet is infinitely more ubiquitous now. Even though we've had a generation grow up with Google. Even though 2-year olds have iPads . The way people read websites hasn't changed...
Length is a liability; value per page is an asset. This is a quote from Write Useful Books by Rob Fitzpatrick. His advice is perfect for lead-generation landing pages.