What is a Landing Page?

Converting visitors into potential customers is the first step in building a relationship between your company and your audience. Let’s see how a landing page is crucial for that connection.

What’s a landing page?

The landing page is the first page that you “land on” after clicking a link. In this logic, the landing page can be almost anything: your homepage, blog post, product page, or lead acquisition page.

Unlike web pages that usually have many goals and encourage exploration, the landing page is designed with a single focus or goal, called a call to action (CTA).

It is this focus that makes landing pages the best choice to increase the conversion rate of marketing campaigns and reduce the cost of acquiring leads or sales.

How does the landing page work?

1. 1. A person sees the call to action and finally arrives at the landing page with the form.
   2. The person fills out the form to convert him from a visitor to a potential customer.
   3. Then, the information from the form fields will be stored in the potential customer database.
   4. You market to contacts or potential customers based on what you know about them.

If you use marketing automation tools such as HubSpot or Marketo, you can view the offer that potential customers converted, when they converted, and other interactions they had on your website. This information will help you decide which marketing measures are most suitable for you to develop potential customers in a more targeted way.

Cultivated potential customers are more likely to become market-qualified potential customers (MQL) and pass market channels faster. This helps show the return on investment (ROI) of your marketing efforts and makes your sales team happy.

Before you can dive into building the landing page, you need to make sure you’ve done all of the background research needed to put it together effectively: Buyer persona, the offer, and the buyer’s journey.

Landing Page Elements

After conducting a background check, you can put the landing page together. However, you should follow a special formula (integrated and perfected by inbound marketers all over the world) to increase the chance of conversion on the landing page.

Create an eye-catching headline

You need to develop a headline to immediately grab the attention of your visitors and make them want to continue reading. When they reach the landing page, this is the first thing they see, and you don’t want it to be the last.

Include bullet points

For whatever reason, we humans like to confuse things, but for things like landing pages, we focus on things for a short time. To keep readers interested, please avoid writing lengthy paragraphs on the landing page. Instead, write a short summary of the offer, and below the summary list the main points of the project that visitors who want to download the material want to read. Displaying this information as bullet points will engage readers, while also providing them with a preview of what is about to happen, which can entice them to convert.

Effectively convey the value of the offer

Concisely and effectively convey the value of the quotation is essential for the development of the landing page. Ever heard of the blink test? The blink test basically shows that you need to convey your message and value before the visitor has time to blink-this means you need about 3-5 seconds. If you don’t complete this action successfully, you may lose the chance of the conversion; usually, someone only needs to make a “blink” to decide whether they want to stay on your landing page.

Build the form

When creating the form for the login page, pay attention to the number of form fields to include. The number of form fields you have should be related to the stage of the buyer’s journey. Generally, for promotional videos, you want to keep the form short and get basic information such as name and email address. The deeper the channel of the content, the more fields you should consider adding as potential customers get closer to buying. Once they enter the decision-making stage, you will want to get more information from them to help salespeople better understand the contact information so that they can better complete the sale.

Add social sharing icons

Although you should remove all navigation from the login page, it is important to include social sharing icons so that people can share the login page with others on their social platforms. However, when doing this, make sure that when you click the icon, it opens in a new tab or window. You don’t want to redirect people out of this page, but you want to give them a clear choice to promote.

Delete site navigation

When building a target page, you want to delete any opportunity for visitors to leave that page. By removing site navigation from the landing page, you can keep your visitors focused on the content at hand without being distracted by other attractive links on the site.

Provide relevant recommendation letters

These days, people always check product and service reviews before buying, and this also applies to the login page. However, please do not include recommendation letters that are only vaguely based on your offer. Make sure it is directly related to the content you want to promote. If not, it is best to keep it. There are the same suggestions for placing awards and praise on the page.

Make sure the instructions are clear

The form on the login page usually means you should fill out the form, but make sure to also include a copy of the recommended way on the login page (usually at the end of the copy). This may be simple, such as “To access the e-book, please fill in the form on the right.” It is simple, but it can provide visitors with clear instructions for the next steps, making them more likely to convert.

Insert a picture

Who doesn’t like good pictures? Make sure to include an attractive and relevant image on your landing page to attract visitors. If there are fascinating images, people are more likely to stay on the page.

Special tips

After reaching the page, your work is not over yet. In fact, it has just begun. You need to get people to view your login page-otherwise, what is the purpose of creating the login page? Here are the best suggestions for promoting your landing page.

Email

Email is a great way to promote landing pages. Send promotional emails to the target list instead of the entire email database. The more targeted the list relative to your landing page, the higher the chance of people converting. It doesn’t feel like you need to reinvent the wheel; much of the landing page content can be reused for email.

CTA

As mentioned earlier, CTA is a great way to promote the content of a landing page. Remember, CTA needs to resonate with its content and landing page. The stronger the cohesion of these assets, the greater the possibility of people transforming. Place the CTA on a well-visited website page related to the offer, and in a blog post that supports the offer.

Social media

You may already know that social is a great tool for spreading content about you. However, it’s wise: Don’t advertise on every platform, because this is what you think you should do. Choose a few platforms where you know your character is located, and promote it vigorously on these platforms. Don’t advertise on your Facebook page just because everyone else is doing it. Think about whether your character is an avid Facebook user. If not, you should probably look elsewhere.

Once your campaign is up and running, and attracting traffic, it’s important not only to sit back and relax and enjoy the show. Check the results of the landing page often (but not excessively). You should pay attention to trends and major events that occur over a period of time, rather than daily traffic and conversions, because they vary widely and will not provide you with a lot of usable and actionable data.