A landing page (also referred to as a squeeze page) is any website page where you direct traffic to prompt a specific action on the part of the visitor. This is where your visitors “land” by following an ad, a call to action in your website, or a link in social media.
Q: Why not just lead visitors to your Home page?
Because your Home page will be too general presenting your audience with a lot of information that can distract them from taking any one specific action.
Whereas landing pages have one very specific goal and are designed to accomplish that single purpose.
Q. Why Bother with Landing Pages?
Landing pages serve as your automated lead generation engine on your website. In most cases, the purpose of landing pages is to capture visitor information – an email address or other lead generating information – for future follow-up.
Your offer to entice the visitor to leave their contact information may be access to an instructional video, a free ebook, a free book chapter, a significant discount on merchandise, registration for a free webinar or telecast. You can also introduce a free product trial or whatever best suits your business AND your visitor.
Q: Isn’t it enough to have an email capture form in the side bar or a Contact Us page on the website?
Email capture forms are fine, but landing pages gives your lead generation efforts an extra boost and makes the process smarter and more targeted.
By creating more individual landing pages that are relevant and of perceived valuable to your visitors, you can effectively convert generic leads into qualified leads.
Initially, you have to think about the different types of visitors visiting your site – the novice, intermediate and the experienced buyers – and where they are in the buying cycle. Each has different needs and will see your product offerings in a different light as illustrated in the Buying Cycle diagram below.
The benefits of creating a lot of tailored landing pages for different types of buyers are:
- More landing pages leads to more qualified leads.
- More qualified leads lead to more conversion opportunities.
- More landing pages enhance the SEO of your website increasing the possibilities that your website will be found and visited.
- You need more sales collateral (or free offers) to present to each type of visitor which creates onsite variety enticing visitors to stay on your website longer.
- Landing page leads are naturally segmented into different types of visitors so you can continue to tailor your ongoing messages to where they are in the buying process and thereby increasing your chances of creating a sale.
Bottom line: The more landing pages, the better it is for your business. HubSpot has demonstrated this through its research of over 7,000 businesses and this is true for both B2B and B2C type businesses. More landing pages equals more leads.
How To Create Good Landing Page Content
A lot has been written about the contents of a good landing page. After some research, I’ve distilled the information into the following list of characteristics. This list is not comprehensive, but it is a great beginning.
1. Each Landing Page should have a single goal.
2. Ad copy, Call to Actions, emails should match the landing page in some way so people immediately understand they are in the right spot.
3. The headline should stand out and quickly communicate the problem or the solution you are offering.
4. Visual design: a) clean and uncluttered, b) directs visitors to the specific action you want them to take and c) reflects the type of experience you want to give your visitors. You’ll find an infographic from Formstack at the end of this post that provides more design tips for effective landing pages.
5. Research has shown that centered single column formats convert better than two columns, yet many landing pages are two columns. Best to test to determine which works best for you.
6. Use concise, crisp body copy that describes not only what you are offering but also gives the visitor an incentive to act.
7. Include a relevant image of your free offer.
8. No navigation or additional links on the landing page to distract them from the goal.
9. Visitors should have instant visibility of your call to action and form. Ideally, both are positioned above-the-fold so visitors don’t have to scroll down to see it.
10. Lead capture form length needs to be short enough to encourage participation, but sufficient to qualify the lead. Which is most important – a lot of leads or a smaller group of qualified leads so you can make more intelligent follow-up?
11. Where appropriate, include some trust factors such as customer testimonials, no SPAM policy, product performance, etc.
12. Research has proven that the word “submit” is least effective in converting visitors into leads. You should experiment with other more friendly terms like: Download Now, Get it Now, Let me See it, etc.
13. Include convincing, enticing and keyword rich meta tag descriptions for your landing page so it pulls in visitors from search and through social media.
14. Social Sharing links should be included on the thank you page once the visitor has provided you with information as well as inside your ebook, white paper, etc. to encourage them to share with their networks. The more sharing, the more leads.
15. Testing of your landing pages will yield the best results. Sometimes tiny tweaks yield significant increases in conversion.
Design Options in Creating Your Landing Pages
There are many options you can use to create your landing pages. You can generate a landing page inside of WordPress by using plugins or a 3rd party software such as Optimize Press and Premise specifically designed for this purpose.
You can hire your web master or a web designer to design your landing pages although this approach can eat up time and money.
Or you can use 3rd party vendors who, for a monthly fee, provide online access to design platforms, with templates and the ability to A/B split test landing pages. This includes Unbounce, Formstack and others. Conduct a Google search to find more.
In my search, I came across 3rd party vendor stating a free landing page service – Instapage. While it is free to create the page, you need to pay a small fee ($9) to customize the URL of the landing page and another small fee ($3) to add descriptions and Meta tags to the page.
You definitely want these features so you can capture the SEO benefits of your landing pages. Twelve dollars ($12) is a pretty good bargain compared to monthly charges or $97 for additional software. You may want to check out InstaPage.
The infographic that outlines the anatomy of a good landing page is below along with a few additional resources for you to review.
But before you do so, answer a few questions. Are you convinced that landing pages are a tool that can boost your lead generating efforts?
Are you currently using landing pages? If so, what are your experiences?
You should share your thoughts and experiences about landing pages in the comments section below. What’s holding you back?
Resources used for this post:
Additional Land Page Resources:
Hubspot has an excellent post that digs deeper into the language that you should use in your landing page copy.
Copyblogger also has a excellent series of posts about landing pages that may be helpful as well.
Resources to create Landing Pages: