1. KISS (Keep It Simple, Stupid) The most effective landing pages are simple and to the point. If you overload people with information and options, it creates cognitive friction, which often leads to no action at all. Use simple, clear, compelling copy and images. Simplicity is especially important when it comes to the number of fields on the landing page. Think about the landing pages in the examples above. What's the one thing they all have in common? They're all multi-step forms that show no more than 3 fields at a time. If you want more conversions and leads, keep your forms simple by splitting them up into multiple steps. 2. Create a compelling headline When it comes to capturing people's attention, you have an extremely limited window. The human attention span is currently around 8 seconds (officially shorter than the attention span of a goldfish). This means that if you want people to read the content of your landing page, you need to have a compelling headline that pulls them in immediately. The best headlines: - Use simple, positive, powerful language - Make bold, attention-grabbing statements - Include numbers - Create a sense of urgency Your headline is the entry point for the rest of your page. Create one that compels people to read the rest of the form. 3. Focus on benefits over features Focusing on helping potential leads understand how their life will improve if they opt into your offer. For example, if your landing page features a home value calculator, talk about how the seller can get more money if they know what their home is worth. If you're giving away a free eBook about preparing a home for sale, explain how the tips in the book will help them sell their home faster. Your goal is to help the potential lead envision all the value they'll receive if they give you their contact info. 4. Use high quality images Real estate, more than most other industries, is highly visual. Put yourself in the shoes of a prospective buyer or seller. If you came to a landing page with a grainy picture of a house that looked like it might be haunted, would you enter your contact information? To quote Simon Cowell, "it's a no." If you want someone to trust you enough to give you their contact information, use high-quality images. Also consider testing two versions of the same page with different images using a testing platform like VWO or Optimizely. Tip: Some companies have found that photos with people tend to convert more effectively. 5. Create intent-specific landing pages If you're trying to attract renters who might want to buy, create a landing page that speaks specifically to that audience in a language that will resonate with them. If you're targeting older individuals who want to downsize, speak in ways that address the challenges they face and the potential solutions you offer. Platforms like Facebook and Google can let you get very specific with who sees your ad, allowing you to target people with landing pages that are designed to get them to convert in their specific situation. Creating separate landing pages for each customer intent might seem time-consuming, but it's really simple with the right tools. With Paperform, creating a landing page as easily as creating a doc. So start building those landing pages and collecting leads!