What Is a Landing Page?

A landing page is a website page specifically designed to convert visitors into leads.

It allows you to capture a visitor’s information through a lead capture form. It’s where your prospects “land” after clicking through on marketing links and calls-to-action. The lead capture form is where prospects can fill in their information (like name, email address, and so on) so you can drive them through the appropriate marketing and sales funnels and (hopefully) turn them into customers.

Here’s an example:

A good landing page will target a particular audience, such as traffic from an email campaign promoting a particular ebook, or visitors who click on a pay-per-click ad promoting a specific campaign. So it’s important to build a unique landing page for each of the offers you create. You can build landing pages that allow visitors to download your content offers (ebooks, white papers, webinars, and so on), or sign up for offers like free trials or demos of your product.

Outstanding landing pages will help you convert a higher percentage of your website visitors into sales.

They make the process of receiving an offer much simpler for your visitors because your visitors don’t have to navigate your website to find the page they’re looking for. Sending your visitors to well designed landing pages 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.

You must keep your audience in mind when creating every aspect, from the headline to the button copy. Do you know what makes your buyers tick? Do they want to see bold declarations or absolute fact? Would they prefer clean, minimal design?

Or something more bright and fun?

The copy you use should also be crafted specifically for the readers whom you want to convert into leads. The tone, clarity, and focus of your words is so important.

Other elements crucial to a successful landing page include an eye-catching header, compelling content, and button copy that invites a click. Landing pages should not include navigation to other pages on your site, which may distract them from your main call-to-action. Once a prospect “lands,” you don’t want them going anywhere else without filling out that form.

Each landing page should have a unique design that matches other marketing materials used for that specific offer. The branding, imagery, and positioning should align. For instance, your PPC ad should include the same title, subtitle, and summary as the landing page’s, as well as any image that might be included. The same is true for the blog or article you post to launch the offer, emails you send, and the thank-you emails you send after the form is completed. The is the #1 way to avoid possible confusion, which could lead to a prospect navigating away.

source hubspot.com

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