As explained in our previous blog article, localized landing pages are important if you want to kickstart your business in Europe. In this blog, we will give you some insights on how to optimize your landing page to generate more leads.
The landing page is a page your visitor lands on by a specific campaign, link, or banner. Landing pages are built to concentrate on one action: converting. Therefore, there should be no other elements that could distract the lead from converting into reaching out to you.
Your landing page can have different goals. It depends on how you build it. If you are curious about what possibilities there are and what elements you can put into your landing page, keep on reading!
When a visitor lands on the landing page, the headline gets the most attention. Therefore, the headline is the most important element. Studies have shown that 8 out of 10 visitors read the headline of a landing page, but only 2 of them read the rest. That's why you have to convince the visitor here already. If not, you've already lost a potential lead.
To write an appealing headline, you should keep the following questions in mind:
- What are you offering?
- What makes it unique?
- What do I get from that?
Sometimes, you can also use a sub-headline. A good subheading is an extension of your heading. If the heading doesn't make it clear, the subheadline will help. It goes further into the message and reinforces it. Alternatively, it removes an objection or answers a question that is still open.
Humans act on the basis of emotions and later justify the act with logic. Therefore, benefits are implemented on landing pages to describe the emotional use of what your offer brings. In short: Benefits describe the result that someone wishes for.
Instead of focusing on the hard facts of the offering, you create an emotional benefit. What will the reader gain from using your product or services? Will it save time? Will it save costs? What is the added value of your offering? Also keep in mind that in case of a European landing page, preferred benefits can differ from country to country. What sounds appealing in Germany might not be so useful in Italy or vice versa. But most importantly, keep in mind: What does your visitor get out of it?
3. Testimonials and Case Studies
Social proof convinces people. When we see other people doing something, we're more likely to do it too. We determine what is right by finding out what other people feel is right.
Testimonials state real opinions from happy and satisfied customers. They not only claim but demonstrate that your offer is trustworthy and fulfills what it promises. Customer opinions are always convincing and they increase your credibility. That is why testimonials are so important in sales. Especially in a country like Germany, having testimonials is very important in order to show trustworthiness. Do your research and take this into consideration when creating your landing page.
Case studies are also a powerful tool. They tell the story of the client, showcases what the client achieved with the help of your product or service. The readers on your landing page also want to achieve this goal. And if someone has achieved something similar, then they know that they can do it too.
4. Trust Symbols
Trust symbols are another social proof element. They are an easy way to build trust in your offer.
Online buyers easily spot and trust logos. That is why there are so many “known from” banners, logos from well-known customers, as well as certificates, awards, or similar. They communicate that your offer is worth paying attention and trust.
Use these symbols prominently on your landing page. Preferably above the fold and near your call-to-action. Especially in Europe, trust symbols are important. Most buyers look for European trust symbols or ISO certifications on landing pages to verify whether your offering is legit or not.
Badges that showcase trust in Germany
5. Call-to-Action (CTA)
A call-to-action (CTA) is a direct request to your visitor to take a certain action. The desired action can be anything.
It's simple: when you tell people to do something, people are more likely to perform the desired action. That is why your CTA should tell your visitor what to do in a simple and clear way.
There are many different options you can use to implement CTAs:
- Sign up for your newsletter
- Read more posts
- Register for your event
- Call for an initial meeting
- Buy your product
- Order your service
Your landing page should at least have one CTA. This is exactly what characterizes a landing page at its core - it directs the lead to take action. Of course, your CTA can appear more than once on the page. It is advised to have one to three clicks-to-action on a landing page. Depending on the length, you can even implement more.
It is important that the CTA does not get lost in the design, but rather stands out. It should have a different color and size. It needs to grab immediate attention and should show where the visitor should to click.
The button text and the elements around it help your visitor to answer the question of why they should click at all.
Do not forget to implement a confirmation page or notification at the end. This gives the visitor a confirmation of the action taken and prevents people from filling in forms more than once.
Optimize your landing page now!
Whether you want to get more leads or more customers, a solid landing page will help. We hope this blog has given you a nice overview of what the most important elements on a landing page are and provides you with a guideline to improve the conversion rate of your landing page.
If you feel overwhelmed by these elements or want to get information from a local professional within digital marketing in the European landscape, we will be happy to assist you.
We have helped over 300 North American companies to get a foothold in the European market. Whether you need detailed market research, website localization, or help with advertising campaigns, EuroDev can help you to reach your target audience here in Europe.
If you’re interested in more detailed information or the opportunities for your brand in Europe, then please contact us.