Lead Generation Landing Pages – An example from the mortgage industry
In a previous post, we introduced the concept of homepages and spoke about how they are not necessarily the most visited page on any domain.
Toward the end of the article, I teased that the most important pages on a website were landing pages.
Landing pages are designed to funnel visitors towards a single action, rather than giving them the ability to “choose their own adventure.”
Ultimately online lead generation is all about generating contact information, so it’s up to the designers to coax visitors toward that ultimate event.
(This is in contrast to something more along the lines of branding. For example, Disney may be more interested in simply showing people trailers for their new movies with understanding that the ultimate conversion (buying a movie ticket) will likely occur offline.)
Let’s look at a quick example from the mortgage lead generation industry.
Here’s an example of the Quicken Loans homepage:
Lots of navigation and no real action required.
Now, here’s the page I was taken to when I clicked on a quicken loans advertisement on Google:
As you can see, it’s a very different experience. Rather than getting to decide what you want to do, you’re driven directly to accomplish one of two things:
- Call that phone number
- Fill out the information in the dropdowns and click “Get Started”
Either one of those unequivocally moves the visitor closer toward actually taking out a mortgage.
I didn’t go as far as to call that number, but two screens later, guess what was waiting for me as I filled out my information:
That’s right, a contact form.
In future posts, we’ll dig more into the theory behind what makes a good landing page, so take this as an introduction.
As you click around the web and research companies such as your customers, take a look at how they use landing pages.
You’d be surprised to find how ubiquitous they are.
And if you want to talk about your own landing page strategy, give us a shout!
WEBINAR: Driving Traffic To Your Franchise's Website
In this webinar, FranchiseHelp's Eli Robinson explores Step One of online franchise lead generation: Acquiring Traffic.
Browser Evolution 2014-2016: A Silent Killer
Over the course of the last few months, we’ve started to pick up our coverage of website design and actually capturing contact information from people visiting your site. You can check out the two most recent articles here:
How franchise lead generation is NOT like the lottery – And why you think it is
Franchise lead generation is sometimes (incorrectly) compared to a lottery: A franchisor is paying a relatively small sum of money to purchase an individual lead (“buying a ticket”) in the hopes that this lead will ultimately turn out to be their next franchisee (“a lottery ticket that pays out”). Based on this simple comparison of a lottery & franchise lead generation, it's easy to see why a franchise could consider lead generation as a lottery.