Call To Action and the Landing Page

by Christi on October 14, 2011

call to actionEvery page on your site should have a call to action. Earlier this week, I posted about what every webpage on your site should have, and the call to action was one of the things I mentioned. I also talked about having a menu on every page except landing pages (where your calls to action lead). So, let’s discuss that just a little bit more in detail.

A call to action is what you ask your visitors to do when they get to your site. If you want to measure the effectiveness of your call to action, you really need it to be along the lines of a download of some type of information or a request for more information. Something that requires your visitor to give you an email or other information is much more measurable than, for instance, requesting that your visitors call you.

Once your visitor decides to act on your call to action, they should be directed towards a landing page. A landing page is where they will fill out a form in order to get whatever it is you are offering. This page is the only type of page on your website that does not need a menu. In fact, once your visitor is on your landing page, you don’t want to give them any reason to leave without taking action. Studies show that the fewer distractions on the page, (in this case a menu) the better the conversion rate.

So, what should be on the landing page? Your landing page should include clear, easy to understand, information about what your offer is – what they will get when they fill out your form. Putting this information in a bulleted list will make it easy to read. Of course, your landing page should also contain your form. Your form should ask for the right amount of information. Think about your sales funnel. If your offer is a top of the funnel offer, you should ask for less information than you would for a bottom of the funnel offer. Finally, your landing page could also include a picture that will support your offer.

It is important to get your landing pages right. The difference between an effective landing page and an ineffective landing page is the number of conversions (or actions) that are made on that page. Everyone who converts on a landing page is now a lead for your business. Leads are people who have needed what you have offered and have taken the action to get the offer. Test out different landing pages to see what works better and what doesn’t. Place your calls to action in different places on your site and posts to see what difference that might make.

Inbound marketing with calls to action and landing pages works. Give it a try.




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