If you’ve ever clicked on an ad or sponsored post, and have been taken to what looks to be a page within a company’s website that has some relevant information, maybe a downloadable asset and a contact form, then you’ve likely visited a landing page.
Building an optimized landing page is a crucial part of an online marketing campaign. While the ad may draw a prospect in, it’s the landing page that will convert that prospect into a full-fledged lead. It’s one of the initial first impressions a potential customer may have into your company’s product or service, so it needs to perform well.
The Anatomy of a Successful Landing Page
Not all landing pages are created equally. Focusing on the quality of your landing page will help to keep the marketing funnel filled and ensure a better ROI. Here are six tips for creating a more powerful landing page:
Keep the headline catchy and concise.
Deliver exactly what is promised – if you’re promoting a download, keep the copy focused on why the user needs to download that asset.
Make the copy easy to read.
This is especially important since most users will likely be viewing it on a smartphone. Utilize bulleted lists with brief paragraphs before and after, and be mindful of including enough whitespace.
Use an effective contact form.
As the main goal of a landing page is to capture a prospect’s information, there must be an effective contact form. Make it easy to find, highlight it in contrasting colors, and, again, as many will be filling out the form from a mobile device, ask for the minimal amount of information possible.
Use a clear call to action.
Remember, the user doesn’t know exactly what to do, so make the call to action prominent. Use action-oriented language, such as “schedule a demo” or “register today”.
Offer a downloadable asset.
A dentist is more likely to provide a phone number and/or email address if he/she is getting something in return. Often, this takes the form a downloadable asset. Content like a white paper, eBook or on-demand webinar helps readers feel they are getting something in exchange for divulging their valuable contact info.
Avoid being overly “salesy”.
The reader is there to learn more about something they are interested in, so keep the content relevant and informative. Nothing turns users away more than pushy sales copy.
Naomi Cooper is CEO and Co-Founder of Doctor Distillery. With over 15 years in the dental industry, she is a respected dental marketing executive, strategist, consultant, author, speaker and industry opinion leader. Naomi has worked with dozens of leading companies across the dental industry, helping them to develop a cohesive marketing approach and creating tangible results for their marketing efforts aimed at the dental professional. For more information about how Doctor Distillery can help dental marketers reach 180K dentists online, email Naomi at naomi@doctordistillery.com or simply click here.
