Develop landing pages that convert

Contact forms are a critical element to your landing page when developing an internet marketing campaign. PPC management is not just about looking at the ads and keywords but also considering carefully what your audience will be met with when they click through to your website. The landing page needs careful planning and it is startling how many people give little thought to their call-to-action and contact form.

Creating an effective contact form
You should look upon your contact form as a gateway. People can use this gateway to send information to your company. It allows customers to start a dialogue with you and to encourage this your contact form should be simple and straightforward. By keeping things short and fuss-free you will send out the message that completing the form has low risk attached to it. Risk can mean different things for different people. Some people may perceive long winded contact forms as a risk because they take so long to fill in. Others may question whether they will get a call or email and when that will happen. If there are too many unknowns the perceived risk increases.

Always include just those fields that are required. Keep it as simple as possible and then you can add a couple more fields to ensure a high level of quality or to ensure the right contact form goes to the right person. As a general rule of thumb ensure the form is always above the fold.

Be explicit about what they can expect and how to fill in the form. Let them know what they will receive – a call, information pack, email? This way you’ll reduce their perceived risk instantly. Make sure they know how you will contact them and by when.

Developing appealing call-to-actions
Developing strong call-to-actions is a crucial pay per click management skill. This is a critical element to any landing page. There is likely to be a significant amount of information on your landing page so you need to direct your audience to achieving the end goal. Make sure you call out loudly and succinctly what you need them to do.

Always position your call-to-action above the fold but below your contact form. Use strong colours for the link or button so that it catches the eye. You need to use words that will incentivise your audience to do what you want them to. Typical call-to-action examples are ‘Order Now’, ‘Buy Now’, ‘Call Now’, ‘Click Here to Sign Up’, ‘ Get Your Free Quote’, ‘Free Download’, ‘Learn More Here’ and the list goes on.

When you couple a simple, straightforward contact form with an appealing, attention grabbing call-to-action that erases any doubt about what you want your potential customer to do you will increase your chances of converting significantly. Test all your call-to-actions to make sure they are effective – remember different groups of people react to different phrases.

At www.clickconsult.com we are expert at pay per click management and help you to develop winning PPC and internet marketing campaigns.

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