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by Bobby Tsui on 22nd January 2015

Generating leads – both high in quantity and quality – is a home builder’s most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep.

Home Builder Website: 6 Landing Page Best Practices that Instantly Increase Quality of Leads

Generating leads – both high in quantity and quality – is a home builder’s most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, only 1 in 10 marketers feel their lead generation campaigns are effective.

What gives? There can be a lot of moving parts in any lead generation campaign and often times it’s difficult to know which parts need fine tuning. In this article, we’re going to be talking about the landing page and it’s crucial role on a home builder website. 

Landing Page

A landing page, unlike normal website pages, is a specialized page that contains information about one particular offer, and a form to download that offer. Landing pages are effective for 94% of B2B and B2C companies. The use of landing pages enables marketers to direct website visitors to targeted pages and capture leads at a much higher rate.

What’s great about landing pages is that they direct your visitors to one particular offer without the distractions of everything else on your website. Visitors are on a landing page for one and only purpose: to complete the lead capture form.

Elements Of An Effective Landing Page

Landing pages, sometimes called a “Lead Capture Page,” are used to convert visitors into leads by completing a transaction or by collecting contact information from them. Landing pages consist of:  

Remove The Main Navigation

Once a visitor arrives on a landing page, it’s your job to keep them there. If there are links on the page to move about your website, it will distract the visitor and decrease the chance of them converting on the page.

Match The Headline Of The Landing Page To The Corresponding CTA

Keep your messaging consistent on both your CTA and the headline of the landing page. If people click on a link for a free offer and then find out there’s a catch on the landing page, you’ll instantly lose their trust. 

Emphasize The Benefits Of The Offer

Make it clear in your brief paragraph and/or bullet points what the benefits of the offer are. It’s more than just listing what the offer is comprised of; it takes a bit of spin. Instead of “Includes specifications of product XYZ,” say something like “Find out how XYZ can increase productivity by 50%.” In other words, convey the value of your offer clearly and effectively.

Encourage Social Sharing

On your landing page, don’t forget to include buttons to enable your prospects to share content and offers. Include multiple social media channels as well as email, since people have different sharing preferences.

More Landing Pages Equal More Leads

According to a recent marketing benchmarks report, companies see a 55% increase in leads by increasing landing pages from 10 to 15. The more content, offers, and landing pages you create, more opportunities to generate more leads for your business. How do you approach your landing pages?

 

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