The number one way to get a salesperson’s attention is to say the word “lead”. This is because a lead is a possible customer who has the potential to make a purchase. Active customers mean more profit, which means more money for everyone. Therefore, we spend a sizeable amount of time making sure we are constantly bringing in enough leads so we can close as many sales as possible.
One of the most common ways to generate leads in bulk is via a form on your website or social media platform. A company will offer something of value and in turn the visitor will fill out a form. On paper, this seems like a pretty simple formula. However, as any business owner will tell you, this is more complicated than you think. There are several things that can go wrong between the moment a consumer lands on your page and when they click that submission button. Today, we are going to cover some of the best practices when it comes to creating landing pages and forms that convert visitors into quality leads.
Offer Real Value
Gaining a consumer's personal information is something you must earn. In the eyes of the customer, if they are giving you their name and e-mail, they expect to be compensated in the form of value and education. This is why your offer must be top-notch if you are going to attract and convert a respectable number of leads. High-quality offers include educational eBooks, discount codes, and free products. All three of these items are valuable in the eyes of the consumer and will prompt them to exchange their information without hesitation.
Get To The Point
Today’s consumers have very little patience for anything that is not relevant to what they are looking for. Once your prospect has clicked over to your desired landing page, you have to get to the point as quick as possible. Ideally, the form they need to fill out will be the center of the page or on the right hand side. Regardless, the form should always be above the scroll. You do not want your prospect having to scroll around to look for it.
To the left of the form should be copy that explains how the consumer will receive the offer they are signing up for. For example, if it is an eBook, you should explain that it will be e-mailed to them within the hour. If you are shipping out a free product, make it clear how long it will take to arrive. This is also your opportunity to ensure the visitor that you are not going to sell their information and that it is only being used for internal purposes.
Request Only Relevant Information
It might be tempting while you have their attention to request as much information as possible for your files. However, if your form is too long, you run the risk of scaring away your prospect. Remember, consumers are wary of giving up their information when they don’t know where it is going. This is why your form should be as short as possible. Normally, first name, last name, and e-mail address will get the job done.
In some cases, you need to request additional information. To avoid presenting a long form with several fields, you can implement a multi-step form. With this tool, you can ease your prospect into the sales funnels by originally asking for a few fields of information. Then, instead of hitting submit, they choose next, and are taken to the next step in the form. This type of process works best when you need to request a lot of required information before you can move forward in the relationship.
Clear Call To Action
It may surprise you to learn how many landing pages do not have a clear call to action. This happens when a company overloads a page with too many options. For example, if you are trying to capture an e-mail address by offering a free eBook, your page should have only one CTA button, clearly labeled “Download”. This is not the time to also try to get them to sign up for your newsletter, follow your social channels, or buy a product. All that information can be included in your post conversion marketing tactics.
It is key not to forget about what happens directly after a lead submits their information through your form. Posting a simple ‘Thank You’ page is a lost opportunity. You still have their attention and you should be making the most of it. Where you redirect your visitor will depend on the original purpose of the form. Your safest bet is to redirect them to your website to increase the chances of making a sale. Other options include presenting your social pages to follow or to sign up for updates and your newsletter.
Follow Up Sequence
The last part of this process is what happens in the hours, days and even weeks after someone fills out your form. Once they are done with your page, they will move onto something else and begin to forget about you. An automated e-mail sequence is ideal for keeping your brand top of mind for the consumer. You can send out an e-mail once a day or every other day that provides updates, showcases products, or prompts the reader to take another desired action.
Once you have the right lead generation formula when it comes to landing page forms, you can repeat the process over and over again. The key is to offer your customers real value and work hard to earn their trust and information. Then, set up a system that allows you to capture all the information you need and stay top of mind of your consumer.