There’s no doubt about it, landing pages and lead capture forms are two of the most crucial lead generation tools at your disposal. Of course, there are a few things to bear in mind when it comes to creating and optimising your landing pages for the best results.
Here are 8 tips to keep you on track.
1) Essential Landing Page Elements
Landing pages convert visitors into leads by getting them to respond to an offer or part with their contact details. For that reason, it’s crucial that you include the following elements in the landing pages you create:
- A headline and sub-headline (optional)
- A short description of the offer and its value to the visitor
- An image
- Guest testimonials to support your offer (optional)
- A form to capture visitors' information
2) Lose the Main Navigation
Once you’ve got a visitor on your landing page, it’s up to you to keep them there! So it makes sense to eliminate any links that enable visitors to move away from the page, and away from conversion. Simply remove the main navigation from the page to reduce lead generation friction and increase your conversion rates!
3) Eliminate Confusion
When it comes to creating your call to action and landing page headline, it’s important to keep your message consistent. If the headline says something quite different to the CTA, you risk confusing and putting off your visitors. Similarly, if someone clicks on the CTA for a special offer only to discover a catch when they arrive on the landing page, you’ll have little hope of winning their trust. So remember, consistency is key!
4) Less Really Is More
When it comes to landing page design, simplicity always wins. Clutter distracts and confuses visitors, so keep your text and images to the point and don’t be afraid to embrace white space!
5) Social Sharing
Integrate social media sharing buttons into your landing page and let other people evangelize your offer for you. After all, even if someone on your social media contact list doesn’t make a booking, someone in their network may well do.
6) Want to Generate More Bookings?
Create More Landing Pages The equation is simple: the more landing pages you create, the more opportunities you have to generate guest bookings for your resort. On top of this, a higher volume of landing pages tends to mean more targeted content that resonates better with specific guest personas, which in turn is key to boosting conversion rates. So create more offers, tweak the offers you already have to appeal to various guest groups, and reuse the content you already have by investing in a landing page creation tool.
7) Only Ask for Essential Information
As a general rule, forms with fewer fields generate more conversions. After all, filling in a long form can be a time consuming and off putting process. The flipside to this is that those visitors willing to fill in a longer form are likely to be better quality leads. Ultimately, the only way to discover the form length that works best for your resort is to test a few variations for yourself.
8) Beat Form Completion Anxiety
With so much spam floating around out there, it’s unsurprising that people are more hesitant than ever before when it comes to giving away their contact details. To reduce this anxiety, here are a few features you can add to your landing pages:
- Include a privacy message to demonstrate that you will not share or sell visitors' email addresses
- If you are collecting sensitive information, be sure to add security seals, a BBB rating, or certifications
- Add guest testimonials to build trust in your resort.
Have you put any of these tips to use in your resort’s landing pages?