A Landing Page is a specialized page designed for the specific purpose of generating leads. A good landing page will target one particular stream of content, say from a social media ad campaign, and deliver a tempting offer behind a contact form. Because landing pages are so specialized, they have a far higher lead generation than a standard page which makes them invaluable for any business site.
Why Are Landing Pages So Important?
For example, say you have a Google ad listed for one of your targeted keywords. If a user clicks on your ad and gets taken to your homepage, they can see all your offers and branding. However, they won’t be able to immediately find the offer that originally attracted them and they are likely to leave before long. But if you have a landing page linked to your Google ad, the user will be taken immediately to your landing page and to a contact form into which he will place his contact information. Now you have a lead.
Key Elements of a Landing Page
Below we’ve listed some key elements of a Landing Page: the content, contact form, and the layout. There may be some other things you need to add to your landing page based on your company and specific product/service offering. The elements named here are not meant to be exhaustive. We’ve only listed the main things that should be on every single Landing Page.
1. Content
Every landing page should contain a header which should encourage the user to fill out the contact form to get to the exciting offer behind it. A good way to make headers enticing is to use action-oriented wording. For instance, compare these two examples: “Behold EMWD’s Jaw-Dropping low prices” vs “Emwd discount offer.”
Your landing page should also have a sub-header. The sub-header should be much more descriptive and less flashy than the main header. Sticking to our previous example the sub-header would read: “Gain access to incredibly low prices for a premium hosting experience.” Images are a good addition as long as they’re relevant and optimized for the web. As for the rest of the copy on your page, make sure it’s easily scannable by using bullet points or some other way of organizing. Keep your paragraphs short to make it easy for mobile users to read.
2. Contact Form
There is no real set-in-stone length for a landing page’s contact form, just some tips. Keep in mind the goal of the landing page and let the form length reflect that. Shorter forms give you less information than longer forms but are easier to fill out. Use a shorter form if you value quantity over quality leads. Feel free to personalize the “submit” button. Buttons that just say “submit” are boring, try something like this: Get your awesome pricing now! Remember that some of the people filling out your landing page might have already filled out forms on your page. Consider using progressive profiling or smart content to make it easier.
3. Landing Page Layout
Take 5 seconds to look at your landing page. In those 5 seconds is the purpose and offer of the page clear to you? If not, you may have to do some tweaking. In most cases, removing the top navigation bar of a landing page improves the lead generation. You might have to do some testing to see what works for your company. Make sure that your landing page makes use of Responsive Design because mobile users will probably be attracted by your offer. Remember also to make the content behind the contact form responsive.
Some Great Examples of Landing Pages
http://offers.impactbnd.com/the-beginners-guide-to-inbound-marketing
http://sweetiq.com/signup.html
http://www.mulesoft.com/lp/ebook/saas/accelerate-saas-adoption-new-enterprise
Conclusion
Creating a new landing page for each new marketing campaign is sure to pay off. Whenever you launch an email marketing campaign, social media ad campaign, or any other special promotion, make sure you have a landing page in place that will generate leads. It’s very important that the potential customer knows what the landing page is for within seconds of landing on the page. If you can’t understand the purpose of your own landing page or if it looks cluttered, you may have to change elements around until everything is perfect. If you need a great landing page designed for your website, contact us at EMWD.com for a free consultation.
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