What Is a Landing Page?
A landing page is a standalone web page designed specifically to convert visitors into leads. The operation is simple: if we offer something that intrigues the user, he will be more willing to type his information into the form. This page helps us convert the users into final clients. For this reason is why it is very important to create a Landing page that really converts.
How Does a Landing Page Work?
For example, the user accesses a written post on our blog or website on how to make a good content marketing strategy. He decides that he wants to know more about it so he decides to click on a call-to-action button of an eBook about “the perfect content marketing strategy”. This button will direct the user directly to our custom landing page.
Finally, this page will ask the user to send us their contact information in order to download our content. After that, they will be redirected to a thank you page with the download link, converting to a valuable lead.
The number of downloads we register translates into the collection of personal information of potential customers. This is how we obtain the perfect opportunity to contact them directly and in a personalized way, in order to influence on their purchase decision.
Related: Breaking Down the Best Landing Pages
How to Create an Effective Landing Page?
The title has to clearly identify what the message and purpose of the page is. Basically, it has to fulfill the promise that attracted the client to the page in the first place.
What benefits will the user get when he provides us with his contact information? Whether it is a downloadable, content access exclusives, additional information that we only share with our subscribers, or what have you, it has to be attractive to the user in order for him to give us the data we need.
An Image is worth a thousand words. Providing a clear image of what you are offering makes the user have a tangible perception of what they will receive.
Form Above the Fold
When the user lands on the landing page, a form will be the first thing they will see without the necessity to scroll down. Statistic data assures that forms that are situated on this first section are a lot more effective.
Few Fields in the Form
A very common error when creating a landing page is asking for too much information from potential subscribers. When a user is in front of a form that asks for a lot of data, the user might opt out from engaging with the landing page altogether. That been said, we now know that less is more. Keep your forms short and sweet and the rest will be cake!
Include Bullet Points
Writing quick, precise bullet points explaining the benefits the user will get from the downloadable is the best way to go. Avoid overloading the landing page with dense paragraphs and lengthy descriptions. Keep your bullet points to the point (see what we did there) and this will simplify the information, making the text more visual and easy to read.
Use of CTA Buttons
It is very important to use the right CTA button. CTA buttons like “register me, download now, etc..” have a higher percentage of success than the typical “Send” button. It has to be an authentic weapon of mass attraction, something that draws attention and prompts the click. In addition, it has to be clearly visible, and in a prominent place.
As you already know, the purpose of a landing page is to gather users information. That being said, it is very important to get rid of unnecessary distractions, irrelevant information, excess of imagery, links that make users leave the page, and so on. You have one goal and you want the user to focus on that goal.
Related: Is Your Landing Page Having an Existential Crisis?
Nowadays, there are many different tools that allow you to create a landing page without needing the help of a developer. The majority of these tools are “Drag and drop”, meaning that with only one click you can move elements and place them wherever you want them to be. Some examples of different tools for creating landing pages are:
- LeadPages or Clickfunnels
When it comes to creating a successful landing page, keep it short, easy to digest, and high level. Don’t over-complicate the process, just keep things simple. Good luck!