Start with the landing page goal and work backwards
Posted: Wed Jan 29, 2025 5:39 am
There is one very important rule in the process of lead generation: one landing page – one goal. No subgoals and additional calls to action. No secondary tasks. Just one. Everything else is lies and innuendo. And before you sit down to design your landing page (even before you start choosing a domain name for it), you simply must define this one goal.
What could this goal be? You can choose from the list, and if you don’t find one that suits you, come up with one yourself:
subscribe the visitor to the newsletter;
sign him up for a consultation or webinar;
convince the visitor to watch the video;
persuade to leave a question or comment;
motivate to share content on social networks;
invite a friend;
subscribe to use the product in test mode;
buy your product.
Having a single goal significantly reduces the cognitive load on armenia phone number data visitors and simplifies your task: it is much easier to create copy focused on one target action.
Let's say the goal of your remarketing landing page is to convince returning visitors to sign up for a live webinar you host every Wednesday afternoon. All your content will focus on is the upcoming webinar. Visitors at this stage don't need to know your company history, what products you offer, career opportunities, or recent posts. All of that is superfluous and irrelevant.
The only thing you should talk about should be specific to the webinar. Alternatively, you can cover the following topics:
the main value of the webinar;
brief summary of the topic;
one intriguing question that will be answered within the first 5 minutes of the webinar;
organizational information: webinar start time, date, link, etc.
incentives for registration (for example, a message that the webinar recording will be available for a limited time and only to those who signed up as participants and for one reason or another were unable to participate).
Your next task is to ensure that the registration form is simple and accessible.
What could this goal be? You can choose from the list, and if you don’t find one that suits you, come up with one yourself:
subscribe the visitor to the newsletter;
sign him up for a consultation or webinar;
convince the visitor to watch the video;
persuade to leave a question or comment;
motivate to share content on social networks;
invite a friend;
subscribe to use the product in test mode;
buy your product.
Having a single goal significantly reduces the cognitive load on armenia phone number data visitors and simplifies your task: it is much easier to create copy focused on one target action.
Let's say the goal of your remarketing landing page is to convince returning visitors to sign up for a live webinar you host every Wednesday afternoon. All your content will focus on is the upcoming webinar. Visitors at this stage don't need to know your company history, what products you offer, career opportunities, or recent posts. All of that is superfluous and irrelevant.
The only thing you should talk about should be specific to the webinar. Alternatively, you can cover the following topics:
the main value of the webinar;
brief summary of the topic;
one intriguing question that will be answered within the first 5 minutes of the webinar;
organizational information: webinar start time, date, link, etc.
incentives for registration (for example, a message that the webinar recording will be available for a limited time and only to those who signed up as participants and for one reason or another were unable to participate).
Your next task is to ensure that the registration form is simple and accessible.