What is a Landing Page?
A landing page is a standalone page on a website that is created to convert visitors into leads.
The goal is to gather information about visitors by encouraging people to enter their contact information through a lead-capture form in exchange for an offer.
Here are some of the characteristics of a landing page:
- Designed to reach a specific segment of your target audience
- Visitors come from one of two sources to your landing page
- Built with the singular goal of encouraging visitors to complete a form
- Gathers information about potential customers
- Created to convert visitors into leads
- Uses a form to collect information in an exchange for an offer (ebook, webinar, etc.)
Why You Should Use Landing Pages
Increased Conversions. The average landing page conversion rate is 9.7 percent, according to Hubspot. Visitors are more likely to give their contact information if they receive an offer that is relevant, beneficial, and interesting to them. Landing pages give you the opportunity to convert website visitors into leads.
New Insights. You can collect valuable information about your new leads. Landing pages are designed to reach a specific segment of your target audience. Based on the conversions of each landing page, you can learn what your target audience is looking for. Landing pages offer insight into the type of information that is the most relevant and important to your potential customer.
Lead Nurturing. Landing pages capture contact information from people in exchange for an offer relevant and specific to the visitor. With their contact information, you’ll be able to begin the lead nurturing process with them. Not only do you have their contact information, but you have an insight into the type of information they are seeking based upon the offer they were interested in. You can meet them where they’re at in the marketing funnel of the buyer journey and nurture your lead successfully.
Read more on How to Build & Optimize Your Lead Nurturing Process
Tips for Optimizing Your Landing Page
Avoid navigation options. Keep your landing page simple and focused. Remember your singular goal: You want visitors to complete the form. Helping users stay focused and avoid getting distracted by navigation options will decrease your page’s bounce rate.
Embrace the white space. You’ve probably heard that less is more, right? This concept applies to landing pages. White space (or negative space) increases readability by creating a clear flow and allowing important information to stand out.
Choose the best CTA button copy. Use an action verb and be specific. Show your visitor what they are about to receive if they enter their information. For example, “Download Your Ebook” or “Reserve Your Ticket” are clear call-to-actions, or CTAs, that communicate what users will get from clicking.
Consider an Ebook offer. Hubspot reported that 55 percent of their blog’s top landing page submission came from Ebook offers! If you’re deciding on how to present your offer to your ideal customer, an Ebook could be a strong choice.
To get started, read 6 Steps to Creating an Ebook Landing Page That Converts
Landing Pages in the Big Picture of Inbound Marketing
Implementing landing pages into your inbound marketing strategy allows you to market to your target audience. Landing pages give you the opportunity to create valuable content and offers that meet the unique problems and challenges of your ideal customers. If you desire to apply the inbound marketing approach to your business, using landing pages is one of the best ways to draw potential customers in and begin the lead nurturing process.
Read more about the inbound marketing approach
Are you interested in implementing landing pages into your marketing strategy? Are you ready to attract more customers and build deeper relationships with results-driven marketing?
Schedule a free consultation call with us to get started.
