You’re planning your next inbound campaign and you ask yourself the question - do I really need to create a landing page? Can’t I just use an existing page on my website to host a form for my audience to fill in?
Whilst those are entirely fair questions, there are significant benefits to using a unique landing page for your inbound campaign. Firstly, a landing page eliminates any potential distractions for your audience by removing all other navigation. This means you can capture your visitor’s undivided attention. And complete attention means you can guide your visitor precisely to where you’d like them to go - in most cases this will be a data capture form. In short, landing pages are specifically designed to create conversions.
With this in mind, there are things you can do to make sure that your landing page is performing to the best of its ability. We explore what these are below…
You’ll probably have already noticed that the majority of landing pages follow a very similar design. This is because it’s proven to work. Whilst you can add a personal touch to your page through branded elements and imagery, you should stick to this popular (and effective) format.
A good landing page will contain an attention-grabbing headline, a relevant feature image, a data capture form with an action-oriented CTA, and compelling copy. You should also use headings throughout to help signpost your audience to the relevant content.
The key to crafting compelling landing page copy is to make it persuasive, as your content should encourage people to convert. A huge part of this is addressing your client’s pain points and explaining how you propose to solve them. But most importantly, make sure that your copy stays relevant to your campaign and content offer, as deviating from the topic in hand will likely lose your audience’s attention.
You’ll also want to pay close attention to your keywords and ensure that your copy is populated with target keywords and phrases for your paid campaigns and organic search. This is so that when someone types your keyphrase into a search engine, they should find your landing page. This includes crafting a keyword-optimised and benefit focused title and headline for your page.
Your data capture form is the main event of your landing page, so it’s essential that you make sure that you get it just right. This starts with understanding what your lead nurture process is before you go about creating the form itself, so that you know what data you need from them in order to nurture them effectively through that process.
You should also make sure that the form sits above the fold, which increases its chances of being filled in and submitted by any visitors that land on your page. Remember that your landing page has just one objective - to generate new leads. For this reason, you should remove all other navigation on your page and let the data capture form do its work.
Your landing page should be very easy to access and use, regardless of the devices or browsers your visitors are using to reach it. For example, if your landing page has been optimised for desktop only but the majority of traffic comes through mobile then you’ll be underserving a huge chunk of your audience. And sadly, only half of the number of existing landing pages on the web have been optimised for mobile.
Understanding how your audience visits your website is crucial to designing an effective landing page, so Google Analytics should be your first port of call. How your audience accesses your site and the devices and browsers they use will help to guide the layout and design of your landing page.
Choosing to display a ‘thank you’ message once a visitor has completed your form is important. This is because it’s courteous to thank people and it can also help to lay down the foundations of what will hopefully become a lasting business relationship. But whilst you could simply choose to display a ‘thank you’ message on the same page when a lead has converted on your landing page, choosing to include a dedicated ‘thank you’ page is much more effective.
This is because it gives you a place for hosting a potential content download in exchange for the visitor’s data. It also provides you with a space for another call to action. For example, this could be a new business enquiry or newsletter subscription form. Either way, it gives your new lead an immediate opportunity to continue their journey with you.
Following these helpful steps will help you to create effective landing pages that will continue to drive leads, even once your paid activity has stopped. But if you’re looking for some extra guidance then we’re always here to help. Get in touch with a member of our team today.