If you have a website and are trying to drive traffic to that site, then you should already be considering your landing pages. A ‘landing page’ is the first page a person sees when they click on your site, for example from a paid search link or from another website.
The first and most important factor related to your landing pages is…
… The visitor must have a reason for contacting you.
This may sound simple or even obvious. But so many landing pages don’t offer this simple service of giving them a reason to contact them. In many cases the home page will show useful information and perhaps a summary of available services and then simply a link or phone number that says ‘contact us for more information’.
Use the ‘free gift’ approach
It is surprising (but true) that many direct mail campaigns get a much better response when the recipient of the mail is told that they will receive a free gift upon request. Your landing page should take a similar approach: offer something for free that will give people an extra reason to contact you.
This free item could be a ‘free white paper’ or it could be ‘advanced access to the latest product images’ or it could be a free guide on an aspect of your industry. The nature of the gift should be adapted to the target audience and what will motivate them the most.
‘Free’ shouldn’t cost you anything either
You may be reluctant to give something away for free. But remember, a gift can and should be something that doesn’t cost you anything either. You don’t have to give away a pen or mouse pad that cost you money to buy, giving people a piece of your intelligence about your market will be that much more valuable to your target audience.
The ‘reason for contacting you’ must be relevant
While it can be tempting to offer anything you think will grab your visitors’ attention, it’s worth making sure it’s relevant to the end product or service you’d ultimately like to sell. For example, only a company that is interested in moving offices is likely to request a “Free Guide to Making an Office Move Easier.” This means that if you’re a mover or office furniture supplier, you can be more confident that the person asking is more likely to be a potential customer, and not just someone looking for a free gift.
