So you have a ton of traffic going to your (non-ecommerce) website, but almost no one filling out contact forms, engaging in live chat, or responding via email or phone. In other words, a lot of traffic but no leads.
If your sales team is confident in what you are selling and the market is steady, it’s time to start rethinking your landing pages. Following are a few basic rules for creating landing pages that capture leads:
Offer something of value in exchange for contact information—you don’t have to create something yourself. For example, it can be an informative article from a technology publication. We use MIT Review articles sometimes. There is a fee involved, but it’s not that much.
Create a compelling headline that mentions the offer.
Follow the headline with bullet points that go over the benefits of the offer.
Add an image of the offer. For example, with an article, create a JPEG of the first page.
Add a quote or two from a client testimonial
Include the lead form; name, email and phone. Some experts do not like asking for the phone number, but without that, you are kinda back where you started—waiting for someone to make personal contact with you.
Creating pages that actually convince someone to buy is significantly more complicated (and time-consuming). For a non-ecommerce site, the goal isn’t to get someone to buy on the spot, but you still want them to be convinced that you are offering the perfect solution. According to Google, most people are toward the end of the decision-making process by the time they contact the seller—this includes buyers of high end tech products. So they aren’t counting on your sales reps to convince them, they are counting on your website.
Not all landing pages are product pages, but all product pages are landing pages—meaning that in addition to the product image, product description and extras such as an image zoom or video, they need to have the above elements of a lead-generating landing page. The offer, of course, will be relevant to the product—i.e. a case study or a free trial.
If all of this is giving you a headache (and even if it isn’t) you can use landing page software. Tools to try include Instapage and Unbounce. The only thing about these is that it’s going to require some coordination with your web developer.
My best advice is to build templates for the following 3 page types and tweak them depending on the response:
1. A lead capture page.
2. A sales page.
2. A product page.
For more details, refer to the following Kissmetric infographic—which is excellent.