Landing pages that convert: the definitive guide to gaining more leads

Do you know what the main characteristics of an efficient Inbound Marketing strategy are?

In this type of marketing strategy, the main objective is to convert leads. Obviously, there are many variables that can interfere with achieving your goals.

However, one thing is certain, you need to know how to convince visitors to your page. Thereby directing you through the sales funnel. But how to do this?

In fact, it is a doubt that still affects many professionals in the field, in other words, you are not alone on this journey.

However, there is a tool that can enhance your results even further. The landing page, or capture page as it is known, is a recurring conversion method in digital marketing.

Because it is widely used, some characteristics have been lost over time. Today, many professionals get lost in its variations and end up not having the best results with this method.

Therefore, today I will show you the best techniques for creating landing pages that convert. From now on, you will have access to complete content to enhance the results you currently obtain. Good reading!

What are landing pages?

Simply put, they are “capture pages”. However, this may be a vague concept to describe them, but it is not wrong.

After all, The main objective of a landing page is to convert visitors into leads, leads into opportunities and so on.. In this way, guiding your lead to the next stages of the sales funnel.

The main characteristic of a landing page is the absence of distracting elements. Unlike a website, for example, in this type of tool we want the visitor to be fully focused on the objective of the page.

In other words, possible distractions are avoided as much as possible. In this way, enhancing the chances of conversion and obtaining important information to guide the communication you will have with that lead.

If you're still confused, keep the following scenario in mind: your projects are attracting a lot of visitors, but for some reason you can't convert them. In this case, which technique would turn these visitors into leads and, subsequently, sales opportunities?

The answer to this question lies in landing pages. But, to do so, it must present susceptible characteristics for this to happen.

Here at Beatz, for example, through some tests, we were able to understand what works best for each of our customers. I.e, You need to understand your visitor.

With all these factors, we arrived at the formats we apply today.

In this version, for example, we can identify that the texts are slightly reduced, but still deliver the right information. Furthermore, there are no distracting elements, meaning everything you need to know is on this page.

We can also note that, in addition to important information to indicate what our lead will gain from that course, we also deliver a sample of what is to come.

In other words, the elements need to be inserted on the page, taking the visitor to its objective. Therefore, we must do without links that direct to another website, preventing the lead from leaving the landing page without converting.

What is the difference between landing pages and websites?

Well, as you can see so far, This tool is essential to convince your website visitors, or other media. However, to achieve your goal and become a landing page that converts, you need to make a difference between your traffic generator and your conversion page.

When choosing where to stay, While your website is reserved for offering relevant content to your visitor, capture pages will do the work of differentiating those who are willing to follow your sales funnel and, those who still need to be nourished.

How does this happen?

Basically, those who are willing to provide contact information (important for establishing a relationship with that lead) will have a specific space to follow the sales funnel. Thus, giving you the possibility of determining a means of communication with your new lead and working on those who are not yet ready.

In other words, through infallible techniques, which I will teach you today, the conversion process can flow naturally. Meanwhile, you use your website/blog to nurture those who are not yet ready to be “hooked”.

What are the main types of landing pages that convert?

Despite having basic characteristics, landing pages that convert are still divided into different types. Generally, these differentiations result in meeting specific demands.

This increases your chances of successfully achieving your goals. Furthermore, knowing this possibility can be the difference in obtaining maximum performance from your marketing strategies.

Check out the main types of landing pages that convert and see which one is best for your business!

sales page

As we saw previously, the landing page is the best tool for stimulating conversion. What few know is that this can occur at any stage of the funnel.

In other words, it can also provide more sales for your business. This because, Having a page entirely dedicated to selling a certain solution could be what your business needs.

With a sales landing page, you can focus on your main offer. In this way, increasing the number of sales, through a dedicated space for this action.

To do this, you need to tell your potential customer everything they need to know about your product. At this stage, it is essential that you abuse sales triggers, such as: social proof, scarcity, authority, reciprocity, among many others.

But be careful! Although it's great for talking about your product, we can't forget your objective: to sell. Therefore, avoid long texts!

Event publicity

Likewise, landing page techniques that convert can be applied to promoting events. Thus, proposing a space focused on convincing, but also informative.

In this type, you can talk about the advantages of the event in question, as well as attractions, objectives, dates and location. In addition to enabling your visitor to show interest through contact details.

This way, you can talk about your solution and enable this exchange. Furthermore, This is a great way to engage the public and show the importance of your event, whether for professional development or leisure.

Squeeze landing pages

Simply put, the Squeeze page, as it is also known, is the initial conversion step of your marketing funnel. It is through this that you have the chance to convert a visitor into a lead.

To do this, the information requested must be succinct. In general, professionals in the field choose to request email only, as Beatz does today to subscribe to our weekly newsletter. See below!

Why invest in landing pages that convert?

In fact, this is a common question for those who are delving deeper into marketing techniques. In the end, What is the reason to invest in efficient landing pages?

But, for those who have experience in the market, this is an answer that is on the tip of your tongue: generate leads. You must remember that leads are possibilities for your company, that is, the more leads, the more sales opportunities.

Of course, the work doesn't end with the conversion into a landing page, but this is a very important step. After all, how can you nurture your lead if you can't convince them to exchange such important information in that first contact? And this initial information is extremely important for building a relationship.

So, with this, you can establish a scenario that allows:

• a better relationship with your leads;
• understand more about the people who show interest in your content;
• have a sales team equipped with relevant information.

Therefore, investing some resources in developing landing pages not only can, but will bring good results and make you achieve your goals more easily!

Elements of a landing page that converts

Okay, now you know everything about this type of conversion page, but we still need to understand how to create landing pages that convert. That's why I've put together some fundamental tips for you to rock your next LPs.

Before we delve deeper, we need to understand what elements should be in your landing page constructions. So, keep reading and check out the details!

Title

A good title is essential, but this is a rule that is not restricted to landing pages only. After all, this element is essential to captivate visitors to your page. It is through this that the lead will identify whether or not it is worth continuing with your LP.

Therefore, the title is always highlighted on a conversion page. Because, it is what determines whether the visitor will see the next elements you chose to use.

CTA

The CTA, or Call to Action, is also a determining factor for your landing pages to convert. This resource is nothing more than a “call to action”, as the name itself defines.

It is through this that you can call on your visitor to take a certain action within your page. In fact, this element can be present in different formats, but in general, they are used in buttons or sections of content that encourage registration, download, subscription or any other objective.

However, we need to be careful, after all, we often end up falling for proposals that are already widely explored in the market. So, be creative and avoid such conventional options.

Discount

We can't forget the offer! In the end, this is the main objective of the page: to talk about your solution and convince the visitor that it is the best.

Therefore, pay attention to the details of the item you intend to offer, explore its advantages, benefits and main characteristics. In fact, this is fundamental for any type of offer. Whether it's a physical product, service or rich material, you need to make it clear why your visitor should convert to your LP.

Form

Finally, create a form that delivers the best information to your sales and marketing team. Keep in mind that this information will be used to strengthen the relationship with your lead, so there is no need to exaggerate at first.

After getting your brand recognized, it's time to ask for more information through sales landing pages. Here, you have the freedom to be more specific, but you still need to be careful. Therefore, follow the following tips:

• ask for information necessary for your objective;
• avoid difficult and confidential information;
• tell your visitor what will be done with this information.

This way, you get what you want and establish a relationship of trust, increasing your lead’s chances of conversion and transition between the funnel stages!

How to create a landing page?

Nowadays, it is possible to find countless platforms that facilitate the process of creating a landing page, many of them free.

These tools provide pre-ready templates for creating your LPs, which allow you to change details to make it look like your brand.

However, despite the ease of use, there are extremely important changes to the processes of creating a conversion page.

As seen previously, many elements available for creating a good LP must be personalized, thus meeting the specific demands of your potential client.

Therefore, here at Beatz we use techniques that enhance our results, enabling us to achieve conversion rates above 60%. Want to know how?

Follow the tips I’ve put together for you!

What feelings do you want to convey?

Here at Beatz we have already reached an agreement: whenever we start a text, we need to define what feeling it will convey. And this is no different when we talk about a landing page. In fact, it becomes even more important.

Therefore, the main tip I can give you is this: “know in advance what your lead should feel when accessing your LP”. This factor is largely connected to the mental triggers you will use on your page.

To create mine, in general, I start by defining a list of feelings related to my persona's pain and associating these feelings with the solution I will offer. In this way, making that product/service closer to the reality of visitors to that particular page.

So, before you even start writing, define a list of 10 feelings for your product and a list of 10 emotions with which it can be associated. This makes the job of defining a suitable language much easier.

search for references

You need to have a direction. Therefore, dedicate a little time to understand what is being done in your segment. Studying your persona also includes understanding how competitors are positioning themselves through certain products.

With two distinct perspectives, from those who seek and those who offer a certain solution, it is possible to combine important aspects of persuasion. In this way, increasing the chances of success with your new LP.

This opens a new field of discussion: Creating a landing page that converts requires a lot of study. You need to understand what is happening around you to deliver the best results!

Abuse mental triggers

Encourage your reader to click on one of the buttons on your page. This is not an easy task, and it requires a lot of dedication. But, with proven effective mental triggers, you can achieve the results you've always wanted.

Hence, abuse social proof, explore the concepts of pleasure and pain, create connection, trust or show the scarcity of opportunities. All of this can increase the chances of a conversion!

And there? Did you like the tips?

If you want to receive more content like this, subscribe to our free newsletter! Or, keep following our blog to access more tips and information about the world of digital marketing!

Do you think you are ready to achieve good results with the help of an agency specialized in B2B marketing? Contact us and request your quote!