Digital advertising can be tricky, particularly in the fantasy sports industry. It’s no longer a matter of just putting together a few banner ads or implementing a PPC or AdWords campaign. It has become a synergic partnership between your ads and your website, landing pages, content, email and social media. If not done correctly, you risk missing a qualified lead. And in this competitive industry, missing potential leads can be extremely costly to your business.
Nothing is more important to a digital advertising campaign, and lead generation opportunities, than your landing pages. In a fast-paced, online fantasy sports world, you only have a split second to grab someone’s attention, capture their information and forge a future relationship with them. And a well-developed landing page achieves just that.
There’s a lot of definitions of landing pages floating around the marketing universe right now. What we can tell you is this: A landing page is NOT any page on your website that someone can “land” on. Instead, a landing page should be defined as a page on which a site visitor can land that 1) has a form, and 2) was created explicitly to capture a visitor’s information through that form.
What works for one business’ landing page won’t always work for another. But, as a start, here are a few best practices for optimizing your landing pages for success.
1. Don't dupe your landing page visitors
Nothing is more frustrating to a consumer than clicking on an ad that says one thing, and then being dumped to a generic landing page for something else. Seems logical, right? But our industry is certainly guilty of that. As an example, your site is offering freeroll for signing up for a PGA DFS contest. I, “Mr. I’ll Try Any Fantasy Sport Once,” click on that ad, but I’m brought to a page about fantasy hockey. If you think I’m going to search your site for that PGA contest, you’re wrong. You’ve just lost me as a subscriber. So, make sure your ad copy matches your landing page destination.
2. Don't hide your call to action
A landing page shouldn’t be complicated. Remember the statement above: You only have a split second to grab someone’s attention. People shouldn’t have to search the page to figure out what you’re offering them. Be blatant and feel free to be repetitive. In other words, if you’re offering a free DFS strategy guide, get their attention in the headline of the page – Download Your Free Strategy E-Book! And then on the opt-in form, tell them again on the submit button - Download e-book now!
3. Ask for as little information as possible
Look, we get it. You want to capture as much information as you can on a lead. Isn’t that the point of “lead generation?” Yes, but not at the risk of them abandoning your landing page without providing any information. Strip down your opt-in form to a simple email address field and MAYBE a first name. This allows you to capture initial information and follow-up later if you want more. But don’t scare them away before you have the chance to engage.
4. Put the important information "above the fold"
You don’t want your visitors to have to scroll to find the information they came for. Guess what? They won’t. Capture them immediately with the most important information on your landing page, including the call to action and opt-in form, towards the top of the landing page.
5. Reassure trust in your visitors
Let’s go ahead and put it out there…there are some shady websites occupying the fantasy sports arena. And the average web surfer encounters several requests for personal information every day. So they may be a little leery to give you their email address. To put these potential leads at ease, make sure you let them know that you understand their concerns. This could be something as simple as adding some reassuring verbiage to your landing page, or displaying your membership badge from the Fantasy Sports Trade Association. Just be prepared to do something to put their mind at ease.