Using a dedicated landing page will almost always drive more leads than using your business's official website. After all, landing pages are designed to achieve a single objective: to entice visitors to take action. Some landing pages are used to drive sales, whereas others drive leads. Regardless, the fundamental purpose is to trigger visitor action. If you're using a landing page to generate leads, however, you should follow a few basic optimization tips to generate the best results.
Links -- both internal and external -- are usually beneficial when creating a website. They help to guide visitors to other relevant content, improving the overall value of a website. For landing pages, however, links can lower your conversion rate. The more unnecessary links you include on a landing page, the fewer leads you'll generate. This is because each link, with the exception of the call to action (CTA) link provides an exit for visitors. You want visitors to click the CTA link and not the other links.
While we're on the topic of CTAs, it's important to note that the CTA of your landing page should be above the fold. In other words, visitors should see it without having to scroll. This increases the visibility of your CTA while encouraging more leads in the process. Forcing visitors to scroll to see your CTA is a poor web design tactic that reduces the effectiveness of your landing page.
Don't forget to check your CTA link to ensure it functions as intended. If you typed the wronged URL when creating it, visitors may encounter a 404 error page instead of the lead conversion page. Of course, you won't generate many leads if visitors are unable to reach the conversion page. Therefore, you should test your CTA link on a regular basis, checking to make sure it directs you to the appropriate conversion page.
You'll generate more leads if your landing page is compatible on both desktop and mobile devices. Statistics show that more than half of all internet traffic comes from smartphones and tablets. This isn't a trend that's going away anytime soon either. As mobile devices become more power and mobile broadband services become faster, we'll likely see an even higher numbers of mobile internet usage. You can capitalize on this trend by using a mobile-friendly design for your landing page.
Studies show that including photos of people's faces, especially smiling faces, increases trust and confidence. And when visitors trust your landing page, they'll feel more comfortable entering their contact information, thus helping you generate more leads. The key thing to remember is that you should use photos of actual people and not just cheesy stock photos.