Bay Area Inbound Marketing Blog

Successfully Collect Contact Information on Your Landing Page

Posted by Justine Burt on Tue, Nov 15, 2011 @ 02:36 PM

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Some website landing pages that ask for your contact information make you feel comfortable giving your personal information and others do not. Why is this? Here are five tips you can use to create effective landing pages.

To move your website visitors down the sales funnel from detached visitor to engaged customer, you need to offer value and inspire trust. Your landing pages can help you do this. Here are the basics.

  1. Post a clear headline – Visitors should be able to understand what you are offering within a few seconds. The headline should include the title of what you are offering, whether it is an e-book, webinar, white paper or free demo.
  2. Offer them value – Your giveaway should provide information visitors will find valuable and position you as an authority in your area of expertise. In order to gain access to that e-book, webinar, white paper or free demo, your site visitors will need to give you their bare minimum contact information. A landing page that asks for a first name, last name and e-mail address will allow your sales staff to follow up on what they learned about your expertise and offer them more value.
  3. Minimize distractions on your landing page – Avoid buttons that allow the visitor to navigate away. Your landing page should explain the offer, ask for contact information and give the visitor a call-to-action button that takes them to the valuable item you offer. Two examples of call-to-action buttons are “Download Now!” or “Send me a free trial.”
  4. Use an image – A relevant and interesting image that reinforces the benefits you describe in the text will pull viewers in.
  5. Reduce anxiety elements – Placing a link to your privacy policy next to the box asking for their e-mail address is an element of a landing page that reduces friction and helps convert your site visitors to leads.

Landing pages are a key component of inbound marketing. When potential customers reach out to your web site, be there with the information they need to decide your company is the one that can best meet their needs.

Topics: Inbound Marketing, landing page, grabber headline, value