How to Create Business Landing Pages That Convert to Leads

Why do some websites kill it and others flop and fail? Luck? Hardly.

Whether you’re just starting or looking to optimize, understanding these fundamentals can significantly impact your conversion rates and, ultimately, your ability to get more leads.

Here are my top tips for making that website a steel trap for getting leads:.

How to Get Your Website to Convert Leads

There's some cut and dry rules to follow if you're looking for a better performing website. Some of it may seem like obvious rules to live by. But, all the same, you need to think critically about what message you're attempting to convey and what you want that paying customer to know.

Here's some things I look out for in a good website.

Clear Communication and Copy:

• Your website should make it clear what you're all about. Instead of vague terms like “solutions,” use precise phrases like “250-point home inspection made easy.” Specific stands out.
• Make sure to highlight your service area; don't make your customer guess. “Serving Charleston, South Carolina” lets visitors know you’re local and relevant to their needs. Don't be vague.

Effective Call-to-Actions (CTAs):

• Place your main CTA (“Schedule an Inspection”) in a prime spot and support it with a secondary option like a phone call or form fill. Avoid distracting visitors with links to social media or resources that don’t directly lead to conversions. Don't take them away from your site!

Social Proof:

• Showcase Google 5-star reviews, client testimonials, and any certifications or licenses. Social proof builds trust and tells potential customers what you're about.

Website Structure and Design:

• Ensure the most critical information and CTAs are in the viewport—the section everyone sees first. Make sure key information and actions are right in the person's eye line.
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• Keep your homepage clean and smooth. Elements that don’t drive the visitor toward becoming a customer don't belong! This includes oversized logos or extensive 'about us' sections that don’t add value to the user’s decision process.

Best Optimization Practices for Your Website

Here's a few more optimizations to think about when trying to keep potential customers locked onto your page.

• Track your conversion rates at every step. Moving from a 5-7.5% conversion rate can double your business. Use Google Analytics and other tools to look at and improve these metrics over time
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• Update your copy, test different CTAs, and refine your design based on what works and doesn't work. Small changes can lead to big improvements.
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• Speak directly to your customer’s needs and pain points with great content. Regularly update your website with fresh, relevant content to keep visitors on the page. Time On Page is big!

Ultimately, the best strategies for getting those customers to click is attempting to do right by them and offer the services they really need. Keep your offer in mind, don't clutter their view with links they don't need, and keep your site updated to reflect your current products.

Do all that and you'll convert business website leads in no time.

Sam Preston, CEO of Service Scalers
www.servicescalers.com

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