A landing page is a web page that exists for no other reason than to capture a visitor’s information through a lead form in exchange for delivering some sort of offer. A good page will target a particular audience, such as readers of your blog, traffic from an email campaign or visitors who click on a pay-per-click ad.
From an Inbound Marketing standpoint, it’s important to build a unique landing page for each of the offers you create. Build landing pages to allow visitors to download your content offers (eBooks, whitepapers, webinars, etc.), or sign up for offers like free trials or demos of your product once they provide you with some of their contact information (i.e. name, title, business name, phone number, website, etc.). Remember, these pages are specifically created as a lead generation tool, so don’t forget to ask for the information you need to nurture the relationship along.
Why Landing Pages Are Important to Inbound Marketing?
Creating landing pages allows you to more effectively achieve your goal of converting a higher percentage of your visitors into leads. This is because landing pages make the process of receiving an offer much simpler for your visitors, since they don’t have to navigate your website to find the page they’re looking for.
Sending your visitors to a specific page for each offer also eliminates any confusion about what they must do to receive your offer, which keeps them from getting frustrated about not finding the form, or deciding that it’s not worth their time to figure out how to go about the process.
Thus, directing your visitors to a landing page — the exact page with the offer and the form they must complete to get it — makes it more likely that they will complete your form and convert into leads.
3 Rules for Landing Page Optimization
1. Minimize & simplify your landing page design
Every day, millions of websites all clamor for attention and your page design is one of three ingredients that will determine success. In fact, your inbound sales heavily rely on the simplicity and overall design of your offer page.
Despite the temptation to institute every bell and whistle into your design, best practices demonstrate that simplifying your landing page helps to convey your message, and more importantly, compels your visitor to learn more about you.
Unfortunately, far too many marketers go out of their way to create a site that looks like a walking billboard, ultimately turning away potential customers. In order to excite your audience, you must craft your landing page to tilt in their favor towards conversions – not overwhelm or confuse visitors to the point that they abandon your page.
2. Highlight one message
Too often, we tend to cram numerous messages onto a single page which only confuses the visitor. Too many messages take away that ‘must-have’ moment and opens the door to hesitation. Evaluate in advance what message you want to convey; this makes it easier to craft your content around the benefits your customer is looking for.
3. Remove added distractions
Contrary to what many people believe, external links, widgets, and a host of advertisements only cause distractions for your landing page. There’s a fine line between aesthetics and over-powering your audience with too many reasons to abandon your website. Edit your page design aggressively and smartly.
With those three rules in mind, it’s time to perform ‘the blink test’. That’s where you give your page a once-over to determine if you have successfully utilized your inbound marketing strategies, complimented by good optimization strategies.
You have less than 10 seconds, from the time your visitor lands on your offer page to make a great impression. If it’s not love at first sight, potential customers won’t stick around, learn more about your specific offering and volunteer their contact information in exchange for your offer. This mistake is so common that many marketers neglect to pick-up on these dire omissions, ultimately undermining all efforts.
Finally, before you give the green light for your site to go live, give your landing page design one final review to make sure it makes sense.
- [icon type=”angle-double-right” class=”fa-li accent”] Have you addressed what’s most important to the reader?
- [icon type=”angle-double-right” class=”fa-li accent”]Will your audience understand the message you’re trying to convey?
- [icon type=”angle-double-right” class=”fa-li accent”]Does your design persuade or motivate the audience to follow your call to action?
Keep in mind end-users are the final judge of your design, and your response rate is a telltale sign of your accomplishment. If you’re not achieving your desired effect learn more about inbound marketing solutions that will place your website on auto-pilot.