4 Landing Page Best Practices for Lead Generation

Paid search marketing requires more than just a strong Google Ads account; your landing page experience must also be equally impressive. A poorly designed landing page can lead to a loss of sales and defeat the purpose of paying to direct visitors to your website.

Here are some tips to help increase leads or sales through your landing pages:

Optimize for mobile: As of June 2018, Google indexes content primarily from mobile versions of websites to improve user experience. If your website is not mobile-friendly, you risk losing potential customers. To determine if your site is optimized for mobile, consider utilizing tools such as Google’s Mobile-Friendly Test and PageSpeed Insights.

Make your page’s point clear: It’s essential to communicate what makes you stand out against competitors and why customers should consider your services. Since visitors tend to spend only a minute on your webpage, use bullet points and bolding specific content to make the solution to their problem clear.

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Simplify your forms: With the increase in mobile research, consider the mobile experience of your lead form as well. Keep forms concise by limiting information to the essentials required to know the customer’s problem and how to contact them. If you offer several services, include a section that allows customers to choose what service they need and make use of simple form fields such as drop-down boxes or checkboxes. Be sure to provide directional cues that direct customers to the lead form and encourage them with simple, yet effective, motivations such as “Call now for your free quote.”

Provide motivation: Finally, be sure to give customers a reason to fill out the lead form. This motivation should be stated throughout your website, particularly on the Contact Us page and pages using lead forms. Keep in mind that landing pages should always be evolving, so continuously test different elements to improve user experience and increase conversions.

In conclusion, having a strong Google Ads account is only half the battle in paid search marketing. It is equally important to ensure that your landing page provides a positive user experience and effectively converts visitors into leads or sales. By optimizing your landing pages for mobile, making your message clear, simplifying forms, and providing motivation, you can enhance the effectiveness of your website and improve your chances of success. Remember to regularly test different elements on your website to continuously improve the user experience and increase conversions. With these strategies in place, you can maximize the potential of your landing pages and achieve your marketing goals.

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