Landing pages are one of the most important elements of lead generation for your business.
The use of landing pages enables you to send prospects to targeted pages and capture leads and convert at a much higher rate than through other means. Visitors are on a landing page for one purpose based on the type of landing page you’re using: to complete the lead capture form or to make a purchase.
The following are the basics of the six principles of high-converting landing pages that you must follow to achieve success with your landing pages:
1. Message Match
Message match is a measure of how well the headline on your landing page matches the call-to-action (CTA) on your ad. Your ad and landing page must be consistent.
2. Headline and Offer
With how short people’s attention spans are, you must hit them with a strong headline and offer immediately upon landing on your page.
3. Main Image, Video, or Graphic
The purpose of the main image or video is to show your facility or activity in action so your prospects can picture themselves experiencing it. People are visual, so it’s no coincidence that landing pages with better images are higher converting than those without. You want your visitors to read the headline, see your image, and understand what they’re looking at within the first 8 seconds of them being on the page.
Now that you’ve got your visitor hooked, it’s time to show them your benefits and answer the all-important question—“what’s in it for me?”
5. CTA (call-to-action)
The CTA is the one and only thing you want people to click on your page. It’s the big button you’re trying to steer attention toward, it’s what every campaign is built around.
6. Endorsements or Testimonials
Powerful testimonials are one of the best ways of building social proof on a landing page.
Learn more about each of the six principles In this chapter of the Hotel and Resort Marketing Bible. We will also cover:
- what exactly a landing page is,
- why landing pages are so important,
- why you need to be using them, and
- the various types of landing pages.