Download pdf - Converting Website Traffic to Leads: Elements of a Killer Landing Page

Legal Marketing Series

Converting Website Traffic To Leads: Elements of a Killer Landing Page Tim Baran

Community Director, Rocket MatterMike Miceli

Marketing Director, Rocket Matter

June 5, 2014

Thursday, June 5, 14






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What Is A Landing Page?



Why The Focus Matters



4 Essential Elements of a Landing Page


Headline

Copy Forms

Design


Keep Mobile in Mind

with Each Element.

Be BRIEF, BOLD, BIG



Headline


Benefit vs. Question vs. Loss Aversion


Headline


Use a Subheading


Headline


Formatting


Design


Image



Design

Looking at the camera Looking at the product

Image (Eye Tracking Study)


Design


Call to Action

Bold


Design


Call to ActionContrasting color


Design


Call to Action

Language corresponds to offer


Design


Call to ActionAbove the fold



Copy / DescriptionLanguage

Identify problem & provide solution

Engage the reader: write in the second person (“you” “your”)

Use action-oriented phrases



Copy / DescriptionReadability



FormsFields

Limit to 3 fields Good for mobile



FormsFields

Site: HubSpot

Need More Fields? Use

Drop-Down Menus& Checkboxes



FormsDon’t Ask for Age

hubspot.com



FormsDon’t Ask for Address



FormsDon’t Ask for Telephone Number



Putting It All Together


Advertising Your Landing Page



Targeting The Right People For Higher Conversions



Recommendations For Getting Started



Testing and Optimization


thelandingpagecourse.com


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Let’s get in [email protected]@rocketmatter.comrocketmatter.comlegalproductivity.comrocketx1.com

Tim BaranCommunity Director, Rocket Matter

Mike MiceliMarketing Director, Rocket Matter


mailto:[email protected]


