Lead generation starts with a call-to-action (CTA). The CTA is the difference between someone visiting your site and leaving no trace other than their IP address (the company they work at) and a conversion, earning insight and permission to communicate with them in the future.
Every page on your site needs a CTA and they need to ‘pop’, to be clear, and ideally, relevant to the specific visitor. When they work, they guide visitors to the next step in your conversion path; the landing page.
But to work well you need to be mindful of best practice and be prepared to test and analyse their performance. This, in part, is why having an experienced inbound agency helps.
Your CTAs need to be action-oriented and mindful of the benefits your visitor will receive. Be descriptive about the action that you want them to take, and what they'll get.
Your CTA needs to stand out on the page. It can, of course just be a button and if so make sure you are using colour and contrast; a button that blends well with your brand colours and overall design is not going to be noticed.
A CTA can also be a banner which will give you more real estate and the opportunity to use images or graphics as well as text. CTAs at the end of blogs are more likely to work in this format than a simple button.
But make sure your banner is well designed and the copy is descriptive of the value a visitor will get from the offer. Banner blindness is real and the offer will need to be both contextually relevant and well executed to work.
Two benefits of using HubSpot are A/B testing to check the performance of one design against another, and ‘Smart CTAs’ which recognise the persona, lifecycle stage, geography and devise the visitor is using, so serves up appropriate CTAs in this regard.
A landing page is a website page that allows you to capture a visitor's information through a lead form. It is here where you expand on the offer you made with that compelling CTA.
CTAs deliver little value if the landing pages they lead to are failing to convert. In the case of inbound, this exchange is most often about the data and permission.
Many aspects make up a good landing page:
Design: Landing pages should be uncluttered. Nothing should distract from understanding the offer. Top navigation, sidebars, or any unrelated information needs to be removed.
Copy: As with CTAs, your landing page copy should use actionable, value-driven words. Copy should explain the value and benefits of your offer in a clear and unambiguous way. Convey empathy, write in the second person, be brief and to the point.
Images: Images should be indicative of what the visitor will get after filling out the form. There's no need to get too artistic - that risks diverting the visitor’s attention.
Forms: Forms should be short and focused on gathering the most valuable information. Progressive profiling creates an opportunity to expand on a contact's profile on subsequent conversions.
Some landing pages will convert better than others. A/B testing is a vital component in the mix. And, wherever possible and appropriate we should also include social proof, introduce scarcity, identify a knowledge gap and promote exclusivity.
A thank-you page is where you deliver your offer or confirm the means of delivery for that offer. Some choose to provide a link directly to the offer on that page while others prefer to deliver the offer via an email, but, even if you subscribe to that approach, avoid the temptation to say ‘thank you’ with an in-line message.
This page is an essential part of the CRO (conversion rate optimisation) passage. The value, in part, derives from the fact that a person on a thank you page is already predisposed to sharing and accepting value from you. This is important as they could be more open to converting on a secondary offer in this frame of mind.
As well as a secondary offer, you could consider serving up related posts, ask survey questions or include testimonials, and you need to bring back the site navigation. So, the job of a thank you page is more than just providing the offer; it’s an opportunity to continue the connection.