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How to Create a Successful Landing Page

By Emily Boziwick
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perfect-landing-page.jpg

A well-built landing page is one of the most important  components  of a successful  inbound   marketing campaign. Landing pages  highlight your visitor's problem or need and invite them to take an immediate action to help resolve it. This is where leads are born!

So why do some many businesses fail to use them at all?

 Yes, it’s good to give other pages on your site, like the homepage, a lot of thought. However, it’s equally important to build  a few landing pages into your website in order to generate leads and turn those leads into customers.

A landing page is a crucial component of a website. In fact, according to HubSpot, landing pages have a 5-15% conversion rate on average. The purpose of a landing page is to tell visitors exactly what you want them to do (which will benefit you, the business owner) in order to get something for themselves in return.

So,  what does it take to create a successful landing page? Below are some simple tips on how to create the perfect landing page to help you drive leads and turn those leads into customers:

 

  1. Provide Only Essential Information

First, in order to create a successful landing page, never use your homepage as a landing page. Homepages typically have too much messaging, making visitors feel lost in the copy.

Landing pages should be dedicated to a specific product or service.

Next, keep your landing page short, sweet and uncluttered. A landing page should offer only the necessary information, but not enough to overwhelm the visitor. Remember, you want them to read through the site and fill out a form or complete the next step to convert to a lead.

 

  1. Limit Exit Points

It’s important to remove any and all navigation from a landing page as to limit the amount of exits from your landing page. The only links that should be left on a landing page are social share buttons.

 

  1. Include the 5 Key Elements on a Landing Page

To create a successful landing page, you need to include the following 5 important elements:

  • A headline and sub-headline
  • A brief description of the offer
  • At least one image or video
  • Customer logos
  • A form with a strong call-to-action (CTA) to capture information

 

  1. Match Your Content to the Visitor’s Source

Whenever you are driving visitors to your site from a social media campaign, a PPC campaign or any other source using a CTA, be sure that the CTA on the landing page matches the CTA from the previous source.

For instance, if you CTA says “download now” on the previous source, be sure that on your landing page, your CTA is to download something like an ebook.

 

  1. Ask for Only the Most Necessary Information

If providing a form for the visitor to fill out, only ask for the most necessary information needed from the visitor.    You don’t want to overwhelm the visitor with form fields that you as a marketer really don’t need.

Determine which fields are important to you – you probably need their name, region, age and possibly gender, but do you really need their full address and phone number? Think about what is most important to you and give the visitor something just as valuable in return.

 

Now it’s your turn! Use the above checklist to create a successful landing page and generate leads to grow your business!


 

What is quality content? Quality content creates curiosity, captures imaginations, compels actions, describes possibilities, ignites new modes of thinking and challenges old ones.

So, how can a small business generate, not just run-of-the-mill content, but  truly killer content? Check out this helpful eBook:

Creating Killer Content eBook