Landing pages are customized pages that your leads are directed to from a social media page, an email send, an event invitation, a paid ad, or a search engine result.
No matter how much time or money you spend on a campaign, if your landing page doesn’t resonate with your audience, they will bounce potentially never to return. The goal of your landing page is to keep a potential customer interested enough to keep reading—ideally, they will fill out your form and become a lead.
Most leads take only a few seconds to decide whether they’ll read a page or bounce. Does the page make sense immediately, or is it hard to understand? Is it relevant to the link your lead clicked on, or does it seem out of place?
Be Campaign Specific
Your landing pages should be specific to your campaign. Although creating a new landing page for every campaign isn’t easy, it’s a critical part of conversion and optimization.
LANDING PAGE DESIGN
Err on the side of simplicity with your landing page design. Use your design layout carefully—the wrong design for your audience can immediately detract from the offer and ultimately the conversion. Simply put: design can have a polarizing effect.
Consider including the following design elements on your landing pages:
A banner image or heading
A “hero” shot—a mock-up of your ebook or offer, or a photo of your webinar speaker
Social sharing buttons
Basically, you want to follow the K.I.S.S (Keep It Simple, Silly) rule with a logical, well-designed landing page—your lead shouldn’t have to wade through the clutter.
It may be tempting to include your main navigation links on your landing pages (“If they don’t like this offer, they’ll be able to find something else!”), but these can distract your leads from your CTA. In eye tracking studies, it’s been found that navigation panels draw attention away from your offer and conversion. Remember that your main goal isn’t a visit to your website—it’s lead conversion for a particular campaign. After they convert, feel free to send your leads additional information— just don’t muddy the waters at your initial interaction.
LANDING PAGE COPY
Your landing page copy and CTAs should be clear and direct and should give your prospects a good reason to provide their information.
As you write your landing page copy, use these four steps as a guide:
Set up the problem
Talk about the solution
Point out the WIIFM (What’s In It For Me)
Deliver the goods (such as an eBook, video, or webinar registration)
People simply don’t read full landing pages—they scan. Studies have shown that, at most, people read three pieces of your landing page:
Bio (if applicable)
Keep it short and sweet with a bold headline, one or two short paragraphs of explanatory copy, and bullet points to show your leads why they should click through. To engage leads without overwhelming the page, consider using interactive elements such as an audio clip or a short video.
The landing page to the left offers our Definitive Guide to Marketing Automation. It includes a bold headline, bullet points, a fun video, and instructions. There is no superfluous copy—it is simple and concise.
Your landing page doesn’t need to sell your product and company, but it does need to have a very clear offer. Focus your landing page around a single CTA, which must be relevant to the ad, email, or link that your lead originally clicked on. Avoid additional offers or additional information about your company.
Reassure Your Lead
Your leads are risking their privacy (or more) by filling out your form. Reassure them with privacy statements, customer testimonials, and guarantees. You want your leads to feel safe giving their information to a reputable company—add copy or imagery to reinforce that trust.
CONFIRMATION AND THANK YOU PAGES
After a customer converts, take the time to thank them with an email, or send them to a confirmation page.
Confirmation and thank you pages are an important way to track conversion. These also give you the opportunity to deepen the relationship by making another offer, promoting your blog, asking for feedback or a social share, or running a poll. In fact, over 40% of prospects are willing to share additional information after they convert.