How to Create a Successful Landing Page

Posted by Mary Ann Hegvold on November 11, 2014

landing-page-examplesJust about every decision we make for our business, including sales lead generation, could be done in a variety of ways. You’ve chosen the way that works best for you, right? What if there is a better way to get leads without having to bang on doors or spend hours on the phone or in networking meetings?

What if you could make your website create leads for you without spending as much time per lead? There is! It’s called inbound marketing. And one of the key elements of inbound marketing is the use of landing pages to direct interested (anonymous) website visitors to some specific information they’re interested in.

On the landing page you’ll collect some information that turns these unknown website visitors into identifiable leads. Voila. Just like that. But do you have a strategy for how you’ll make these landing pages really turn visitors into leads?

Here are four tips for your landing page strategy that will help you increase the number of leads you receive.

1. Keep Your Branding the Same

Make sure your landing page design looks like it belongs to your company and matches your company’s branding standards. If someone was on your blue and green website and then they arrive on a landing page that’s red and orange, you run the risk of confusing your visitor. “Is this the same company?” and “Did I click the right thing?” are not the things you want your visitors to be saying. You want them focused on what you’re offering to them in return for their contact information. By giving them a consistent experience with the rest of your company’s brand, you’re growing the visitor’s confidence in your company as the expert (in whatever you do).

2. Message Consistency is Critical

When someone is on your main website and they see a call-to-action to “learn more about how to build a widget,” they expect to arrive on your landing page so they can “learn more about how to build a widget.” If they get to the landing page and the information is about “how to sell widgets,” they're not going to be very happy. That’s not what they were looking for. This example shows how easy it is to lose a visitor’s confidence simply by not delivering exactly what you promised. If a call-to-action states you’ll learn about widgets, be sure to offer that information (or how to get that information sent to you) on the landing page. You can always send the leads information about selling widgets in a future email communication that they’ll receive as a lead.

3. Stay Focused

It’s easy to want to tell your potential lead about all of the awesome things you can do. But trying to cram all of that on a single page is just going to be overwhelming and not give you the results you were hoping for. Successful landing pages are simple.  Try to stick to a single topic for each landing page. Maybe it’s a free trial or a free ebook. Whatever you’re giving in return for the lead information, make it easy to understand how to get it. This also means removing distractions from the page like your site’s full navigation. Don’t let them wander through the site anonymously when you have their attention on a page that can gain contact information for your sales team. You can tell them all about the other cool things you can do when the time is right. For now, give them what they’ve asked for.

4. Make Sure Landing Pages are Optimized for All Screens

Over the past couple years we’ve seen a huge leap in the number of web page visits that are from a phone or tablet. That means your landing pages have to be easily viewed on these devices – no matter what size the screen is. When creating a landing page be sure you have a design that will “respond” to the screen size and resolution. Phones, tablets and even some laptops now have super high resolution capabilities that will change the types of images you will want to use on your website and landing pages to be sure they look as great as they can on these high-resolution devices.

 And on more thing… maybe it’s tip #5, but it's a short one:

Allow visitors to share your landing page.

Make sure visitors can click to share the page on Facebook, Linked in, Twitter and Google+. (At least those, but maybe some others like Pinterst if you have pretty pictures.) Odds are good that if a visitor is a good potential customer, they know some more potential customers. Let them do some of the dirty work and spread the word for you!

If you’d like to learn more about how you can improve your website, including landing pages, download our free ebook, 25 Website Must-Haves for Driving Traffic, Leads & Sales. You’ll learn more about landing pages and many other tips that will make your website work harder for you.

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Topics: Inbound Marketing, Landing Page Strategy