Lead generation is a tricky proposition. Yes, it’s marketing with the eventual goal of closing a sale and obtaining a new customer, but you’re working to appeal to an audience that’s likely to be incredibly discerning and immune to many traditional ploys and gimmicks. As consumers, we’re constantly bombarded with offers, and when you’re working to capture leads you have to keep that in mind.
Discerning audiences are usually going to be able able to clearly see if someone’s trying to dupe them, or sell them on a concept that’s just too good to be true.
That’s why it’s so essential to generate leads using tactics and materials that feel authentic, credible and trustworthy. This includes your landing page.
How do you earn the trust of visitors to your landing page, while still getting what you want, which are leads or conversions?
It’s up to you to create a landing page that embodies a sense of authenticity and sparks a feeling of trust in every visitor. Without that, you’re never going to maximize the value of your page.
With those goals in mind, we put together 8 simple, actionable tips to help you improve the integrity of your landing page, and get more leads as a result.
Some words are going to instantly turn off visitors to your landing page. You know the ones: groundbreaking, exclusive, revolutionary. There are others, but you get the idea. When your landing page is packed with copy that instantly feels like spam, you’re going to come off as being one big gimmick.
Below is a landing page that serves as a good example of what to do instead. Keep your copy clean, simple and straightforward. This isn’t an infomercial.
Speaking of spammy words and copy, there’s a trend we see on a lot of landing pages. It’s the promise not to spam you when asking for your contact information.
Not a good move.
You’re just reminding your visitors of the much-hated spam. Don’t follow this trend if you want to evoke a sense of authenticity on your landing page. You don’t want to bring up negative thoughts instantly.
Below is a comparison between two landing pages, one mentions spam, and the other doesn’t. The signup form that mentioned spam reduced conversions by 18%.
Another way to instantly diminish the authenticity of a landing page is to clutter it with images. That can lead your visitor to feel as if you’re trying to compensate for something, or trying to spam them with pictures.
The best and most credible landing pages often have maybe one or two primary images that tell a valuable story, without feeling overwhelming or like a cheesy sales ad. You want your images to speak volumes, but that doesn’t mean you need volumes of images.
The example below from Campaign Monitor shows a good use of images on a landing page.
We’ve all seen those landing pages packed with customer reviews and testimonials that seem too good to be true, and that’s because they probably are. Your customers aren’t likely to say your product is the most amazing, life-changing thing they’ve ever been lucky enough to have at their disposal. Site visitors have a great knack for knowing what’s authentic and what isn’t.
Consider the fact that about 90% of people assume marketing testimonials are made up. Your customers are inherently unwilling to accept testimonials when they seem like a marketing ploy.
One of the best ways to improve the credibility and sense of trust your visitors derive from your landing page?
Real customer testimonials. Let your customers tell their story, in their words. If you really want to up your landing page game, have video testimonials available as well. Don’t just have customers talk about how great your product is. Use this as an opportunity to demonstrate the real-life value they receive as a result. There may even be a few downsides mentioned as well, as long as they’re not too overwhelming.
Below is a good example of using customer reviews on a landing page. It’s simple, not over-the-top and shows the specifics of how customers can use the product, as well as some skepticism that’s natural for buyers. It speaks to the natural buying cycle for many people, which adds to its authenticity.
Figuring out what your product does, what your offer is, or what action you want visitors to take shouldn’t be rocket science. You have only a few seconds’ of your visitor’s attention, so spell it out for them. Rather than trying to be overly clever, which often ends up going over the heads of visitors, instead, always aim for clarity.
Below is an example of a landing page featured on Unbounce that is all about the clarity. Everything you need to know is laid out for you, without trying to be so obtuse that visitors have no idea what’s going on.
When you’re designing a landing page, don’t approach it with your business at the forefront of your mind. Instead, make the customer what all of the copy and design elements revolve around.
You can do this by using personal language that feels conversational and approachable. Avoid the use of industry jargon and instead of focusing on making a sale, focus on delivering value.
The below example from WebDAM is a good example of a customer-centric landing page. It’s about creating value for the customer in a way that’s unique from the company’s competitors. You’ll see the use of words like “your” and “you.” It definitely highlights the value of the product, as well as being personal.
Of course you’re going to tell site visitors your product is the best, but how about some proof to back that up?
One of the fastest ways to up the authenticity and credibility of your landing page is to include cold, hard facts. Numbers aren’t marketing lingo. They’re figures that show visitors exactly what you can deliver. We like this example from Basecamp that’s based on the numbers. The figures are exact, yet everything is still simple and to-the-point.
Your visitors need to feel a connection. They need to feel like there’s someone there on the other side of that computer screen. That’s a big part of creating authenticity, but it’s something left out of the design of a lot of landing pages.
Make yourself available to your visitors. You can include a video introducing your company, or even something as simple as including your contact information. This lends to the feeling that you back your product or service and that you’re willing to be there for your customers when they need you.
Make it simple for visitors to access your contact information, rather than having to scour the internet for it. Put it front and center on your landing page.
Check out the HubSpot landing page below. The contact information including a phone number and address are readily available.
Once you’ve followed the above tips for improving landing page authenticity and trustworthiness, visit LeadQuizzes to create a customer lead generating quiz that will work alongisde your landing page to boost your business. You can have your leads visit your landing page after taking your quiz, or alternatively you might consider posting your quiz on your landing page, as a more compelling way to get users to signup wth you.