Landing pages are a crucial part of the inbound process and running an inbound marketing campaign. This is the place people go to get more information about an offer you've eluded to in a Call-To-Action on your website or social post. Here is where the big exchange happens; their information for your offer. You have to convince them through images, text and an appropriate form that your offer is good enough for them to give up some personal or company information. If you do it well, this is how you generate leads for your business. These leads won't be cold leads you buy off of a 3rd party company, these will be leads that are interested in what you have to offer. They came to your site, they clicked on your call-to-action and are now on your landing page. Learn how to create a high conversion landing page and don't lose this opportunity to grow your business!
Here are 5 Things You Need For A Successful Landing Page
1. Image of the Offer
Emotions play a huge role in how people perceive your brand and company. Make sure you are evoking the right emotions through your images. Images speak volumes to people. When you are trying to convince someone to give you their information, however great or small it is, they need some idea of what they are getting. An image of the offer is really helpful in ensuring this is a good investment. The best image to use is a picture of the content offer with the title on it. If it's an ebook, put the image on a 3D book design. If it's a checklist, be creative. If it's a coupon, have a preview of it.
People want to see what they are purchasing before they buy it. They typically don't like to do things blindsided. Even though you aren't asking for money and are just asking a few questions like their name, email and some behavioral questions, it can feel more personal than money and worth a lot to them. Showing them an image of what they can expect to receive will put their minds at ease and entice them to give you their info.
2. Clear and Consise Explanation of the Offer
Beyond the image, you need a clear explanation of what you are offering them. Include a good title and subtitle to help explain what the landing page is for. For example, "Learn How To Create Buyer Personas For Your Business." That explains what the offer is and what this page is about. In the subtitle and body text you can explain more about why they would want this offer and how it could help them. Go into some detail here but keep it concise. Using bullet points is good as it helps explain clearly what the offer is about. If it's a content offer, use the chapter titles for your bullet points or explain how it can be used.
Here is a good example taken from our Landing page about Buyer Personas:
BUYER PERSONAS ARE THE CRUX OF ALL YOUR MARKETING
It's important to establish buyer personas for your business so you can segment your audience and create stronger marketing campaigns. But how do you start researching and creating these personas from scratch?
Our free, customizable buyer persona template will let you easily organize your research to create your very own buyer personas.
With this template you can learn best practices for persona research and create beautiful, well-formatted buyer personas that you can share with your entire company.This offer includes tips and tricks for:
- Asking the right questions during your persona interviews and survey
- Formatting your persona research in a compelling wa
- Presenting your new, finalized buyer personas to your company
- Using your buyer personas for segmentation, content mapping, and lead nurturing
3. A Form to Collect Their Information
The form is the trickiest part of a landing page. You have to decide how much your offer is worth in terms of a persons personal information. Is it worth more than their name and email? If you are just asking them to subscribe to a blog or an email newsletter you may just ask for their name and email or even just their email. However, on a landing page that is offering them an ebook or checklist that could really add value to them, you may want to learn more about who they are.
Asking the right questions will help you segment your contacts by persona, by needs, or by services they are interested in. You also need a form title to remind them why they are filling out the form. The "submit" button can be customized to show more of your brand personality and encourage them to click it. You can also decide which questions are mandatory and which are not based on the perceived value of the offer. The more questions you ask and require the better your offer needs to be. You also need to have better explanatory text to convince them it's worth giving up that much information.
Here is an example of a form we use to get the ebook mentioned above:
As you can see, we don't ask a lot of questions but the questions we do ask gives us great information abou the person. We also don't require them to answer all of the questions in this particular form. Knowing someone's biggest marketing challenge helps us segment our contacts and provide them with the best information. If they are interested in webdesign we don't want to send them information about branding, although we may later discover they need that too. Right now, we just know they need webdesign help. So we can segment them into a workflow that provides them more content and offers about that particular need and pain point. The goal is to give people information they want. That is Inbound Marketing.
4. Social Media Links
Social media is a great way to grow your business and generate leads. It's great to have social media links on your landing page so people can share the offer with their collegues and friends. With just the click of a button they can share your offer on Facebook, Twitter, Google+, LinkedIn, Pinterest and even email it out. Without this, your page isn't as shareable. You have another chance to get them to share it on the Thank You Page once they have filled out the form and you deliver them the offer. However, if someone doesn't fill that form out on the Landing page, they won't get that chance. So make sure you have social share links on the landing page too. That way if the offer isn't for them but they know someone who might benefit from it, they can share it along easily.
5. Lose the Navigation
This may feel awkward for you because you might be afraid they will get off of your site completely if they exit out of the landing page. You can easily fix that by having the landing page open in a new tab or window so if they exit out of it without filling out the form, they'll still go back to your main site on the the other tab that's open.
The reason you don't want navigation on a landing page is because you want the person to stay on that page and fill out the form. You don't want them to get distracted. The goal is they read the content and do the only thing they can do on that page which is fill out the form and hit submit. When they go to the Thank You page the offer is delivered and the navigation re-appears and they can easily navigate back to your site. In fact, it will still fee like they are on your site if the navigation matches and the design is the same. In fact, your landing page should feel very similar to your site even without the navigation. The font, design and flow should feel familiar. If it doesn't, people are more likely to exit out of the page thinking the click on something by mistake.
Once you put all these steps together you will have a beautifully layed out landing page that no doubt will impress your potential leads. Landing pages should be well thought out, designed and professionally written. Keep in mind how you feel when people ask for your personal information and what you are willing to give up for a good offer. That will help you navigate how many questions you should ask, what questions you should ask and how to make your offer the best one possible for the information you are requesting. Have fun with your landing pages. Create them, let them get some conversions, and then evaluate their performance after 30-90 days. Your landing page conversions shouldn't be lower than 20%. Analyze, revise and even consider doing an A/B test to see what works best to get your conversion rates up.