If you have a business website, lead generation would probably be its most important objective.
Google released its Lead Gen UX Playbook in 2019 filled with best practices on how to create a successful lead generation page that will motivate your visitors to take action.
Below are several takeaways from the playbook that you could use not just for a lead generation page, but throughout your website.
Make Your Call to Action Descriptive
For a business, the call to action (CTA) is the most important element on your webpage. After all, the ultimate purpose of your business website is to initiate some type of action.
Google suggests avoiding making generic CTAs. Instead, make your CTAs descriptive by stating precisely what the user should expect. Make your CTAs beneficial.
Instead of “Learn More”, or “Call Now”, try
- Learn More About ‘this topic’
- Get Started with Your Free Subscription
- Call Now for More Information About…
Benefits of Descriptive CTAs According to Google:
- Links will be more accessible
- Links will be more enticing to users and potentially more persuasive
- Users will feel more confident as they click from page to page
- More keywords on the page will help search-engine optimization
- Meaningful links will stand out and help users who are scanning the page
Communicate a Clear Value Proposition
This starts with a clearly stated headline that swiftly communicates to the viewer how your product, service, or information can solve their problem. The key is to get the viewer of your webpage to quickly understand the value of the content on your page.
Once they see value on your page, they’re more likely to take the next step as described in your CTA.
Gain Trust Through Social Proof
Psychologically, some form of validation may be instrumental for your website viewers before they make a decision to take action on your CTA. To quote the Google playbook:
“Social proof is a psychological phenomenon where people reference the behavior of others to guide their own behavior”
Social proof can be communicated through a variety of methods, including:
- Number of people using services and products
- User ratings
Follow Google’s Guidance on Webpage Design Best Practices
Google includes several design best practices in their playbook. They include:
Remove automatic carousels: Basically, viewers will ignore image and content carousels on websites.
Don’t use full-page interstitials: Interstitials are used to cover webpage content the viewer was expecting with other content, such as a promotion. Usually, viewers must click to move past the interstitials. When viewers encounter these, they typically will hit the back button.
Use legible font sizes: Readability throughout a website site should be the goal for every business. The ideal font size for the main body text is 16 px.
The Google Lead Gen Playbook has many best practice tips and research on making a successful lead generation landing page. We suggest you take a moment to look through the document and see what you can use to increase conversion on your landing pages.
Do You Have Time to Implement these Best Practices?
If you don’t, we do. That’s why we’re here.
Give Business Solutions Unlimited a call at (904) 429-4588 and let’s see how we can help your business today.
Lead Generation Landing Page Frequently Asked Questions (FAQ)
Below are FAQs about online searches.
What is a lead generation landing page?
Lead generation landing pages typically are focused on one value proposition with the intent on capturing visitor’s information through the lead contact form or phone call.
What is a CTA?
CTA is an acronym for call to action. On a website, commercial or printed advertisement, the CTA helps to convert the viewer to take a desired action such as a phone call or click.
What is a value proposition?
A value proposition presents the benefit of your product, services, or information. It communicates what problem your business can solve for a client. Value propositions can be a key element that separates your business from competitors.
What are examples of social proof that can help increase credibility on a website?
Social proof can help guide people’s behaviors when making a decision to purchase from or contact a business through a website. Examples of social proof may include testimonials, the number of people using services and products, and user ratings.