If you’re a painter looking to generate more leads for your business, you need to optimize your website’s properties. The key to growing your business is reaching new potential customers, and the way to do this effectively is through lead generation. One of the best ways to generate leads is through your website’s landing pages. By optimizing your landing pages, you can improve conversion rates and gain more leads. Below, you will find the 6 best tips for optimizing your landing pages.
First Impressions Matter
When someone clicks on your landing page, they will decide in just a few seconds whether they want to exit the page or stay and find out more. If someone is looking for painting services and they come across your landing page, they’re going to ask themselves two questions: “does this page seem complicated?” and “is this page relevant to what I searched?” Things like design, font size, copy, and form length influence potential customers when it comes to the former, but for the latter you should make sure that your page (specifically your headline) directly relates to the search term.
You may have multiple search terms that connect to your business, which is why you should make multiple landing pages (one for each key word). For example, if you are a residential and commercial painting business serving multiple counties in New Jersey, you may make one landing page for “best painting services in Union County NJ” and one landing page for “top painting services in Bergen County NJ.” By creating multiple landing pages that connect to different key words, you are making it more likely that your landing page will show up in someone’s search results.
Your headline should be 15 words or less and should capture the essence of your offer in the most succinct way possible. People can be very wary about giving their personal information out, so your headline needs to address what exactly this person will receive if they give your business their contact information. If you want to provide more details, consider adding a sub-headline.
There are four essential elements of a landing page that will determine its success and value: appeal, exclusivity, credibility, and clarity. With a simplistic yet eye-catching landing page that addresses these four elements, your business should be successful at generating more leads.
Get Rid of Navigation
Your landing pages are not your home page, so there is no need to include your main navigation. The simpler the page is, the more likely it will generate leads. Eye tracking studies have shown that navigation actually draws attention away from your business’s conversion action. Each additional link on your landing page is encouraging potential leads to click away instead of converting.
While it may be tempting to include extra links in the off chance someone wants to learn more about your business, this practice will ultimately fall through. If you really want to include more information about your business, you can do this by adding it to a thank you page that shows up after the leads convert.
Choose Graphics Wisely
They always say a picture is worth a thousand words, so it’s important that the graphics you choose to feature on your landing pages enhance your offer, not distract from it. You want any images to draw potential leads to any lead forms or call-to-action buttons featured on your page. For example, if you are a painting business, you could add an image of a paint brush right next to your headline so that when the visitor’s eyes inevitably go to the graphic, they will also see your business’s offer.
Make Your Content Easy to Scan
When people find landing pages, most of the time they do not actually read them, they scan them. If you are able to, it may be beneficial to write your copy in bullet points. Ensure that if someone were to scan the first few words of each bullet point or paragraph, they would know exactly what your business is offering to them. You can even bold key words to make them stand out more. An interactive element could also be a good choice, such as an audio clip or short video, as it can help to engage visitors who want more information without overcrowding the page with text.
Only Ask for Necessary Information
Many landing pages fail to generate leads because they simply ask for too much personal information. It’s important to evaluate the purpose of your landing page and what information is absolutely necessary to have. Digital marketing experts have found that reducing the number of fields to fill out on your form will increase form submissions and boost your conversion rate. In fact, research has shown that limiting the number of fields on a form to only three can engender a minimum conversion rate of 25%.
When creating your forms, you should also make sure they are mobile-friendly. Over half of web traffic worldwide is done on a mobile device, so you could miss out on a lot of leads by not optimizing your landing page for mobile devices.
Make Your Landing Page Mobile-Friendly
Briefly mentioned above, a significant amount of website traffic comes from people using mobile devices such as smartphones and tablets. By not optimizing your landing pages for mobile devices, your business is losing many potential leads. A good way to make something mobile-friendly is to keep the landing page simple. Keep your CTAs (calls to action) to a minimum to help your smartphone visitors focus better on a smaller screen.
Single-column layouts are also a great way to deliver information on landing pages, as showing content across many columns can make it difficult to read on a mobile device. You can also create two different versions of your landing page- one for mobile visitors and one for desktop visitors. This allows you to keep your desktop landing page exactly how you want it without having to try and customize it to also work for mobile devices as well.
