This is the third of a six-part series we’re providing for those who are planning to get started with inbound marketing in 2013. You can find the first article here.
A landing page is a web page that allows you to capture a visitor’s information through a form. 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.
Therefore, it’s important to build a unique landing page for each of the offers you create. Effective landing pages allow visitors to download your content offers (ebooks, whitepapers, webinars, etc.), or sign up for offers like free trials or demos of your product.
Research shows that companies with 30 or more landing pages generate seven times more leads than those with fewer than 10.
Effective landing page examples
Why should you create landing pages?
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 one thing they are looking for.
Sending your visitors to landing pages also eliminates any confusion about what they must do to receive your offer, which keeps then 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.
How to create effective landing pages
There are several key components that make a landing page effective for converting a higher percentage of visitors into leads. The major areas of importance are:
- the headline
- the content of the page
- meta descriptions and keywords
- social sharing links
- hidden website navigation
- the form
- the thank-you page
- the email responder
In order to build a successful landing page, you need to ensure that each of these components is optimized. For step-by-step guidance, download our “10 Step Landing Page Optimization Guide.”
We also have a simple infographic from Kissmetrics, “The Blueprint for a Perfectly Testable Landing Page” if you prefer a more visual presentation.