be many (if any) links to other things. Links take the visitor away, defeating the purpose of getting them there to capture their information in the first place.
Sometimes, you have to add a link back to your home page to be compliant when running ads. Other than that, in most cases, you will not want to link to anything else.
Image or video: Think of your images or videos on your landing pages in this context: If someone were on their phone and saw it on social media, would it cause them to stop scrolling? If so, run with it. If not, keep looking for a better option.
Surprisingly, when videos were used on landing pages, in most cases, and for most industries, the conversion rate went down.7 That said, I think less leads overall in exchange for them having watched a video before completing a form ultimately produces a higher quality lead.
If you need help finding photos and videos to use (legally) on your landing pages (or website) that aren't super-cheesy, try Burst by Shopify or Pexels.
Stay above the fold: Considering how many people visiting your landing pages will be on a phone, you need to optimize what appears above the fold (above the fold is what they can see and click on without scrolling). There is a time and place for long-form landing pages with extensive sales copy, but for the most part, what is above the fold is the gold.
One of my favorite features from Leadpages is that you can sort all of their landing pages by highest converting. Choose one of their highest-performing templates from your industry, quickly edit it to make it your own, and you're done. This does not ensure that you will have success, but this is an example of data being truly useful. You will find that many of their top performers follow most, if not all, of the nine key elements I went through.
When a lead fills out a form on a landing page, don't forget to customize the confirmation page. Usually, the confirmation page mentions that they should check their email for the information they requested. I also recommend that you use it to get them to another piece of content that will further warm up the lead.
For example, a real estate buyer lead might register to access a list of foreclosures. As they do, you include a CTA on the confirmation page that takes them to reviews of people you already successfully found a foreclosure for. You could add a CTA with your phone number, suggesting they text you the ZIP codes they are most interested in, or a CTA to watch a video you made with the six secrets to finding the right foreclosure. In my experience, the CTR on confirmation pages that use this technique is astronomically high.
LANDING PAGE-LESS LEADS
One of the most underused tactics for lead generation is not driving your clicks to a website or landing page and instead having them message/DM you.
Usually, our goal is to capture someone's information via the form on a landing page so that we can add them to our database and stay in front of them long term. There will be times, however, where bypassing this and sending them into a private message can produce a higher-quality lead.
I'm sure you've heard it goes down in the DM. It does. Conversations create customers. Messages are digital conversations. Send some of your ads that target the middle and bottom of the funnel there instead of to a traditional landing page.
“Message us” CTAs can work well on any social network.
Think of this approach as a landing page-less lead. During the back and forth in the private chat, you can gather their phone number and email address if they seem to be serious. Typically, they are, or they would not have been willing to go back and forth with you in the first place.
Start by cleaning up your online home (website and landing pages) before inviting over company (traffic and leads). Doing so will make every other thing I teach you in this book more effective. When you get the hub right, the spokes (social media, search engines, email marketing) all work better, too.
With a website design that converts and landing pages that capture, we can start creating content (such as blog posts, lead magnets, and videos) optimized for search engines, social media, and lead generation.
NOTES
1 1. Wikipedia. “Landing page.” 2022. https://en.wikipedia.org/wiki/Landing_page
2 2. Gillespie, Chris. “How Long a Video Should Be.” Vidyard. February 19, 2021. https://www.vidyard.com/blog/video-length/.
3 3. Formstack. “Anatomy of a Perfect Landing Page Design.” 2020. https://www.formstack.com/resources/guide-the-anatomy-of-a-perfect-landing-page.Taylor, Floss.
4 4. Gardner, Oli. “How to Optimize Contact Forms for Conversions.” Unbounce. April 12, 2013. https://unbounce.com/conversion-rate-optimization/how-to-optimize-contact-forms/.
5 5. Kovash, Ken. “Changing the Firefox Download Button.” Mozilla. November 21, 2008. https://blog.mozilla.org/metrics/2008/11/21/changing-the-firefox-download-button/.
6 6. Formstack. “Anatomy of a Perfect Landing Page Design.”
7 7. Floss, Taylor. “Video on Landing Pages Means More Conversions, Right? Wrong—Here's Why.” Unbounce. August 26, 2021.
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