What is a landing page? All your questions answered

If there was one thing you could do to dramatically improve your marketing ROI today, would it be using landing pages on your website?

If you are trying to generate leads for your business and you don’t have at least some landing pages on your website, you are missing out on an important opportunity to transform website visitors into something more.

Learn what a landing page is, what the benefits of landing page are, how you can use a landing page to meet your business goals, and how to make your landing pages as powerful as possible.

What is a landing page?

A landing page is a page on your website where you can offer a resource from your company in exchange for a visitor’s contact information. Marketers can capture this contact information using a lead capture form where visitors can enter details like name, email address, and job title.

A good landing page will focus on a specific flow of traffic – for example, from an email campaign promoting an e-book. Since the landing page only appeals to people who are (presumably) interested in this e-book, and this e-book contains exclusive information on a topic that interests your target audience, you can convert a higher percentage of your website visitors into leads that You can then follow up with.

How to create a landing page

To create a landing page, the first thing you should do is explore different areas Landing Page Builder – Unless you are using a content management system that already provides landing page templates such as HubSpot.

Once you’ve found the right tool for you, explore pre-made templates or consider creating your own. You can also use this as an opportunity to test two different designs A / B to see which design elements lead to the highest conversions.

Additionally, it is important that any landing page you design effectively communicates the value you are bringing to visitors in exchange for contact information. And of course, you’ll want to add a form that visitors will have to fill out in exchange for the offer you put on your landing page.

For more information on creating a landing page in detail, see How to Create a Landing Page: The Simple Step-by-Step Guide.

What is a landing page used for?

Landing pages can be used to capture information about website visitors in exchange for branded content or experiences. This includes e-books, email newsletters, online courses, industry events, free product tests, community memberships, and enterprise mobile applications.

Landing pages have one main purpose: to generate leads for your business. However, there are several ways you can define these leads and offer more than one type of content or experience through that landing page.

Here are a few ways you can use a landing page to build a relationship with your prospective customers:

1. Ebooks and white papers

Once you’ve written a blog post that introduces a topic relevant to your audience, you can satisfy deeper interests in that topic by explaining the topic in an e-book or white paper. A landing page allows you to “download” this resource from behind a lead capture form that people can download.

2. Email newsletter subscription

Suppose you write a lot of blog content on a similar topic. Of course, you can develop an e-book or white paper that explains certain details. However, you can also offer your readers an email newsletter to subscribe to for the latest content in your industry. Use a call-to-action (CTA) on various blog posts to invite readers to subscribe to your blog. This CTA can link to a separate landing page where they can enter their contact information to add to your email list.

3. Online course registration

Whether you’re in the education industry or offering your audience various competency-based certifications, online courses should also have their own landing pages. Use these pages to invite new students to sign up for a class you offer and collect information about them that can lead to a customer relationship that extends beyond the courses they are taking with you.

4. Event registration

Similar to online courses, industry events require you to gather information about your target audience so they can get updates before the event. An event, as well as its various sessions and keynotes, can have their own landing pages to turn event visitors into event participants and managing directors.

5. Free trial of a product

Offer people a free demo of your product? Your demo offer could have its own landing page. Bring users to a page where they can sign up for a free trial of your software with their name, email address, job title, and any other information you think is necessary for the best customer experience.

6. Community Membership

If your business thrives on conversations among your audience – maybe you have a website dedicated to dialog between users – it can’t hurt to create it by invitation only. In fact, it’s a great way to generate leads from the people who want to become members of your community. Create a landing page that website visitors can sign in to become a bigger part of your business.

7. Download the app

Developing a mobile app for your product not only improves your customer experience, it also gives you another way to capture leads from your audience. A lead-optimized landing page that invites users to download an app is popular in the app maker community.

Landing page benefits

1. Landing pages can lead to increased conversions.

A targeted page that is directly linked to a particular offer or next step is critical to delivering value upfront and can encourage new website visitors to provide their information in exchange for an instant, tangible reward.

Say you’ve landed on a company’s website and are immediately greeted with a pop-up form asking for your name and email address. A little annoying before you even know what the company is about, right?

Alternatively, imagine you’ve found a free business e-book on social media that lists ten instant solutions to your problem. I am willing to bet that you are more likely to include your email address and name for this valuable content, right?

Ultimately, having a landing page can help increase conversions while delivering a better user experience. You can also use a landing page to determine what types of content you want specific visitors to serve for faster, more effective lead generation.

Too many companies send their advertising, email, or social media traffic to their home page. This is a big missed opportunity. Knowing that targeted traffic is coming to your website can increase the likelihood of converting that traffic into leads using a targeted landing page.

For example, those users who convert on your social media ebook landing page are clearly interested in social media. To further nurture these leads, you can send a personalized email with additional content that you can provide related to social media.

2. Landing pages provide additional insight into your target audience.

By creating different landing pages with segmented offers, you can keep track of which topics are converting at the highest rate. This can give you valuable insight into your audience’s interests.

You can use the data collected from your landing pages to create a more targeted, personalized marketing strategy. Plus, the landing pages not only tell you what content your audience likes best, but also which channels your leads prefer. That way, your marketing team can further refine your strategy, promote content, and interact with your audience on the channels they are already using.

For example, let’s say you find that your ecommerce-related landing pages are performing exceptionally well, and most of these users find your landing page in your paid ads on Facebook and LinkedIn. This information can help you target future campaigns primarily towards your social audience and how to incorporate additional ecommerce content into your overall marketing strategy.

3. Landing pages can add to your email subscriber list.

In exchange for the content offered on your landing page, users are usually asked to provide their email address and name. This allows you to quickly grow your email subscriber list and segment that list to provide more personalized follow-up emails.

People who filled out a form in exchange for content or information about your product or service have shown interest in your offers – which ensures that your subscriber list is filled with potentially high-quality leads.

Think about how you can further promote them by sending a kick-back thank you email after downloading your landing page offer with additional resources about the content they showed interest in.

4. Landing pages can be tested.

A landing page is often a fantastic opportunity to get creative and test different designs to see which graphics and text are best for your target audience. In addition, the risk of testing a new landing page is often less than making major design changes to your entire blog or website infrastructure.

For example, AJ Beltis, Content & Acquisition Manager at HubSpot, told me, “If you’re using a content management system with a built-in A / B testing tool (like HubSpot), you can easily set up a test and run it See Which Copies -, design, image and page elements achieve a higher conversion rate. This way you can quickly find new ways to get more leads and contacts for your company. “

5. Landing pages allow you to measure metrics that are directly related to business goals.

Once you’ve created a specific landing page for marketing your new product or service, you can use that landing page to measure metrics that are directly related to your business goals.

For example, let’s say your marketing team is tasked with growing sales for your new email tool. To do this, your team will create a campaign with a landing page that offers a free demo of your tool.

You can measure the conversion metrics on this landing page to see how well your campaign is doing, or if you need tweaking to communicate the real value of your new product. In addition, you can measure which websites are getting the highest conversions on your landing page and invest more resources in marketing your email tool on those websites – or especially social media apps.

6. Landing pages add context to your offer.

AJ Beltis told me that one of the biggest advantages of having a landing page is the ability to add context to your marketing offer. “Marketers feel motivated to bypass the landing page process and jump straight to conversion by encouraging form filling out using other methods, such as a chatbot,” said Beltis.

Beltis adds, “However, this process eliminates the possibility of adding more context to the context you are offering. Images and critical information that can only be shared with a landing page provide content to those who need it before they sign up for decide to convert. “

7. Landing pages add brand value and help make a great first impression.

Ultimately, a sleek, well-designed landing page can impress new visitors and turn them into leads by demonstrating the valuable content your business can deliver. On a landing page, you can tell your visitors what you offer and how it can be beneficial for them. Even if a viewer doesn’t convert right away, a well-designed landing page can increase brand awareness and help generate leads for future sales.

Take a look at this for example impressive landing page created by Talisker, a whiskey brand. Talisker uses the Ceros landing page product to create an immersive experience. It demonstrates the brand value and ideally leaves a fantastic first impression on new visitors.

This is proof that a landing page doesn’t have to be boring – it really shouldn’t be. Take the time to create an engaging, interactive, and engaging landing page that will convince visitors of the value of your brand.

What makes a landing page most effective?

Are you ready to create your first landing page or improve on an existing one? Here are some of the most important elements to make sure your landing page is working hard for you:

1. Limit navigation

You’ve got your targeted traffic to a page where they can take the action they want. Don’t distract them! Limit the number of exits from your landing page so your visitors can focus on filling out your form. An essential part of this is removing the website navigation elements on landing pages. That way you can focus again on the content you are offering.

See how the landing page below does this – aside from the HubSpot logo, there are no navigation buttons to confuse or distract visitors.

Landing page no navigation

2. Activate the share

Leverage a huge community of your best (and free) marketers: your audience. Add sharing links to your landing page to encourage your website visitors to share your content with their target audiences.

3. Deliver value

When you have a valuable offer, your visitors will primarily give up their contact information in exchange for your offer. Ask yourself if your offer is compelling to your audience and make sure your landing page has that value. One way to ensure that your landing page is adding value is to show your audience the content that they will receive – right on the page. You can see what this can look like on the following example landing page.

Landing page product showing value

4. Keep it short

The longer your landing page and form, the more friction you add to the lead generation process. Keeping your lead form short and straightforward will increase your conversion rate.

Here’s a tip: include as many contact fields as possible on the same line. By shortening the height of your lead capture form, you can narrow down the more trivial fields you might want to include and prevent your landing page visitors from being scared of a form that asks too much of them. As shown below, sometimes all you need is a first and last name followed by an email address.

Landing page short form

5. Test, test, test

As many best practices as you can read online, your landing page may require more and more testing and improvement. Make sure you have a landing page creation tool that you can use to create and test many different landing pages to determine which are best for your business. Additionally, if you’re a HubSpot customer, you should consider some of the landing page tool integrations such as: B. briX.

Are you a landing page guru? Check out some of our advanced landing page best practices tips and data on effective calls to action and best / worst button text (note: don’t use submit). Do you need to do any of these 10 quick fixes to create killer landing pages?

If you work hard to drive traffic to your website, you won’t make the mistake of not capturing that traffic as leads.

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