5 Things Your Landing Pages Should Be Doing To Better Convert Online Sales Lead
Having a top-notch website is vital to grow a construction equipment or trucking dealership, just as it is with any other type of business. The landing pages you build for your website are direct sales tools, because that’s where the rubber meets the road – the place where online sales leads convert.
You need multiple landing pages. Studies show leads increase 55% for companies that increase the number of landing pages on their website from 10 to 15. Yes, that many. Every campaign you run or offer you make should have its own separate landing page that clearly and succinctly tells online sales leads what to do next – download now, register here, etc.
But it’s not just a matter of quantity. How you construct each landing page is as important as what you say. It may even be more important than your offer itself, because no matter how badly someone wants what you’re offering, if you make the process confusing, they will give up.
It’s a good idea to A/B test your landing pages, to ensure you’re using your highest-performing elements (offer, colors, placement, etc.). But there are some fundamental truths about building high-converting landing pages you should always put into play:
Online sales leads arrive at your landing page expecting something specific – an opportunity to download a tip sheet, sign up for a webinar, etc. Keep your page visually clean by presenting your content so people can “digest” it quickly. Essentially, there are three key elements:
- State your offer: download our free tip sheet on preventive maintenance.
- Tell them what’s in it for them: this tip sheet will save you time and money.
- Tell them how to get it: download our free tip sheet here.
Use bold headlines or sub-heads. Include a short paragraph that describes the problem or need your offer addresses, to remind visitors why they need your offer. Present key benefits in easy-to-read bullet form. A simple, attractive layout guides your visitor’s eye, and it’s visually welcoming, subtly reinforcing your dealership’s customer-friendliness.
Some landing pages include a form for visitors to fill out. Keep that as short as possible, too, to increase conversions.
Cut the clutter.
You want landing page visitors to zoom in on your offer, so don’t distract them with anything else. No navigation buttons that could take them off the page, no extraneous information. And no tricky graphics. They are distracting, and a one-second delay in page loading time can cost you 11% of your potential page views, slash customer satisfaction by 16% and reduce conversions by 7%.
Make your call-to-action (CTA) obvious.
Whatever colors you choose for your headlines and text, choose something that is a can’t-miss contrast for your CTA. Make it big and colorful enough to pop right off the page, because if people have to look for it, they won’t.
Always include your logo on each landing page (in the same place), to reinforce branding, so online sales leads that arrive from another source such as a social media post, a PPC ad or a search immediately know who you are.
Add “social proof.”
Testimonials can boost landing page conversions, just as they enhance your reputation with prospects in other ways. So you can include a short testimonial quote from a tweet, social media post or online review, if it’s relevant to this particular offer. Or you can say something like, 58 people have already signed up for this webinar.
Be consistent in the look of landing pages, so they become easy for repeat visitors (your favorite people) to use over time. That helps increase conversions, too.