5 Step Landing Page Structure to Drive Qualified Leads
It is only recently that marketers have also become aware of the benefits of utilizing CRM systems for their teams, to consolidate marketing and sales data for precise, relevant measurement.
Imagine the following scenario:
✅ You’ve invested in your advertising creative, copy, audience, content targeting, and platforms.
✅ You’ve spent considerable effort to drive your audience to your landing page.
✅ They arrive to learn more about your business, hopeful you’ll solve their problems or be the solution they never knew they needed.
❌ And they experience a landing page that struggles to capture their attention, communicate your business or product’s value prop, lacks cohesion, or lacks a clear call to action.
You lose that prospect and you’ve lost the money spent to drive them there, an unfortunate situation that happens all too often to marketers that overlook the importance of an optimized landing page experience.
We’ve previously discussed 4 Tips to Double Your Conversion Rate to your landing page, which provides tactical steps to improve the customer experience, but in addition, an optimized landing page is essential to create a consistent narrative structure that will capture your customer’s attention, address their primary consideration points, and close the deal. Today we’ll cover 5 landing page tips to ensure qualified leads and maximize conversion rates.
This is the frame you see when you first land on the page. Your main frame should feature a Headline section that has your #1 most important value prop & a tagline or a catchy hook that will capture the prospect’s attention. It should also have a section with one of 2 features (A /B Testing this can be useful):
A) Lead Capture Form: Some prospects arrive at a landing page knowing they just want to contact a salesperson. In general, you never want to get in the way of a sale or a lead being generated, and in this case you’ll want to make it as easy as possible for a prospect to complete the core action desired – filling out the form. For those that want to read more about your service or product, by presenting the form first, you establish right away that the core action you want them to take is to complete the form, and although they may go through the rest of your landing page to learn more, they’ll know exactly where to go as a next step.
B) Catchy image or short (30 seconds or less) highlight video/sizzle reel: Creative and engaging visual content that enhances the brand, creates an association for the prospect of your archetypical client, and compels the prospect to read more is a great option for a service or product with a strong brand or associated imagery. If you take this approach, include a call to action related to filling out the lead capture form, which you should include at the bottom of the page.
Social Proof (Frame 2)
Whether it’s partners, # of customer reviews, investors, clientele, accolades received, accreditations, or other impressive brands, you want to provide your prospects with validation that your product or service is high qualiTy and in-demand. You should utilize the most well known or impressive brands or data available to your company at the time and update as appropriate. This should be more show than tell with logos or hard data/numbers if possible. Also, be discerning with how many validation points you include, as you want the most impressive ones to resonate with the client, and importantly, you want them to quickly continue down the page to learn more about your service or product with the positive brand halo created by the social validation.
Core Value Propositions or Offerings (Frame 3)
You’ve introduced your brand and socially validated it, so the prospect is now primed to want to learn more about the value or the offerings you provide. Include your core 3-5 value propositions or offerings in this frame – no fewer than 3 and no more than 5. Human memory better handles enumerated and differentiated points better than chunks of text and can retain only 3-5 points at a time – the lower end of that spectrum is preferable for retention. Less than 3 and your product or service can seem to lack depth or key values for the consumer. Be sure to make this frame look appealing with images, graphics, or videos that are engaging and strengthen the association of that point with your company.
Customer Testimonials (Frame 4)
If your prospect has gotten this far and not yet filled out a lead form or left the page, the most likely question left unanswered for them is “What do their customers think?” Strong customer testimonials provide validation to the prospect that your company, product, or service has delivered a high quality experience to at least a portion of your clientele. If you’re a startup or early stages, customers may not have heard of you before and the more you can assuage any uncertainties and validate your offering for them, the better. If you have a testimonial so strong that it compels people to convert, congratulations on the great work and definitely use it! However, the primary use case for customer testimonials is to give the prospect a general feel for the business and de-risk the decision to contact you. Generally speaking, quick quotes from customers that are focused on impact, experience, and differentiated offerings or value propositions work best. You don’t need a lot, just enough that you increase trust with the prospect while they’re in evaluation mode. If the customer approves, it’s preferable to include a photo of the customer to humanize and add validity to the testimonial.
FAQs (Frame 5)
FAQs should always be arranged as the last frame on the landing page. Why? We have been conditioned as consumers that we’ve reached the end of the page when we see FAQs. If you have important or compelling content afterwards, the consumer is likely to click away before reaching it, especially on mobile, where further frames are not in view due to the smaller screen. FAQs should answer some of the questions that you most frequently receive during sales calls, consumer research, or partner engagement. If it comes up in those conversations frequently, then quite a few prospects who never filled out a lead form likely had those questions too. The point here is to make sure that if there is anything important to individuals before they reach out to you, that you address it. It also gives the appearance that you’ve thought through and understand your customer’s journey and have enough experience with clients to have developed a thorough FAQ.
(Optional) Lead Capture Form
This is a bit of a cheat, because we told you there were 5 components to a strong landing page structure, but if you didn't put the form fill/contact us form in the Main Frame, put it just above the FAQs and make sure you have a button from the top that takes you down to the form fill if you click on it. In fact, make sure there are frequent buttons throughout the page that will take the prospect to fill out the lead capture form if they’re ready, whether that’s on top or bottom. As we said before, don’t get in your own way for generating a lead and make it clear to the prospect what you want them to do.
Inevitably, as you run A/B Tests, develop your product or service, and come to understand your brand and your consumers better, there will be ways you want to tweak the above structure, and you should! But if you start here, you’re going to consistently deliver against the following key questions your prospects will have:
Who are you, what’s unique about you, and what do you want me to do?
How do I know that you are good? What social proof do you have?
What are your key value propositions or offerings?
What do clients think of you?
And is there any other information I should know?
If you’re seeking a partner to design or revamp your landing pages and help develop your conversion funnel, Stackmatix could be your solution. From pre-seed to Series C, we aim to build seamless customer journeys across all sales and marketing activities to maximize revenue and marketing return. Kick off an email thread at firstname.lastname@example.org for a free growth consultation to explore how we can help you zero in on your measurement and scale your business.
If you’re looking for this type of partner, Stackmatix could be your solution. From pre-seed to Series C, we aim to build integrated technology stacks that create consolidated data sets and analytics across all sales and marketing activities to maximize revenue and marketing return. Kick off an email thread at email@example.com for a free growth consultation to explore how we can help you to zero in your measurement and scale your business.
Managing Partner at Stackmatix, angel investor, and startup advisor. 3-time startup veteran, including leading revenue at MightyHive as first employee, leading to $150M acquisition by S4 Capital. Big tech veteran, working in advertising strategy & policy and managing the largest books of programmatic advertising at Yahoo! and Amazon.
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