Landing Page: Definition and Types
A Landing Page, also called a Lead Capture Page, is an extension of a link or an advertisement; it is a webpage that displays sales copy optimized for search engines or other social media sites, where prospects are likely to search for information about a certain product or service.
Landing Pages allow you to capture visitor information through a lead form, which can be used to nurture and eventually convert prospects into sales-ready leads.
Landing Pages may be classified as ‘Reference Landing Pages’ and ‘Transactional Landing Pages’.
A Reference Landing Page is a webpage aimed at lead generation and visitor interaction; it builds a relationship with the visitor by providing useful information about products or services, and then captures information about the visitor through the interaction.
A Transactional Landing Page on the other hand, is a webpage that persuades visitors to complete a
transaction by filling out a form, with the goal being an immediate or eventual sale, otherwise known as ‘conversion’.
Role of Landing Page in Realizing Marketing Revenue
As a marketer, you need to educate prospects about your product or service in the early stages of thebuying cycle. This helps in building trust and establishing your image as a trusted advisor, thus adding value
to your brand. But you also need to properly leverage search engine marketing to ensure that prospects
find you when they’re in need of information. In order for your search engine marketing efforts to succeed,
you need relevant, optimized, and compelling landing pages for every possible topic that your prospects may want to research. Compelling landing pages can help you achieve your goals more effectively, and enable you to convert more visitors into leads.
Here are two reasons why landing pages are valuable:
1. Search engine marketing is a major source of leads in any business, and to rank high in search engines you need relevant landing pages which can best answer the queries of prospects.
2. An optimized landing page can dramatically improve your conversion
rates and consequently contribute to a higher ROI.
The rapid growth of the Internet has made today’s buyers more informed
than ever. In order to attract such informed buyers, and meet marketing
goals, you need to strategically plan your marketing strategy. One of
the most effective tactics marketers employ to capture their prospects’
attention is to use ‘Landing Pages’.
1. Set marketing ROI goals.
2. Set SEO strategy for marketing campaigns.
3. Create LPs for individual campaigns/Offers.
4. Show leads flowing into website
Effective Landing Page: Secret Ingredients
To create a landing page that works, you need to focus on the basics; every landing page you build needs to
Anatomy of an Ideal Landing Page
Header or headline.
Make it compelling.
Offer.
Clearly explain what you are offering and make it stand out.
Sub headline.
Reinforces the headline.
Call to action button.
Clearly explain how to take advantage of the offer. Make the button obvious.
Images. Include images that demonstrates
How to Ensure Your Landing Page Works – Best Practices
Since the landing page is the first page your prospect views on your website, ensure it has all elements that
will sustain the interest level and nurture him to further explore the value proposition you have to offer. Here are some best practices to keep in mind to create winning pages:
WORK ON FORM LAYOUT AND DESIGN POSITION CONTENT STRATEGICALLY
BUILD TRUST TEST YOUR LP
LEAD THE WAY USING CALL TO ACTION BUTTONS OPTIMIZE LP FOR SEARCH ENGINES
ENABLE SOCIAL SHARING SEND OUT A “THANK YOU” MESSAGE
Work on form layout and design
Position content strategically
• Display your company logo and a screen
shot of what you are offering. Example: eBook or Whitepaper snap shot or Webinar speaker photo because graphical images are more effective than plain content.
• Create aesthetic and simple HTML templates that will immediately capture the readers’
imagination.
• Use images that depict what is being marketed,
this makes it easy for the reader to understand the landing page content at a glance.
• Make sure the colors you use, and the overall
design of your landing page is in line with the rest of your website.
Build LP using one theme only–
example: either for a webinar
invite or downloading a video.
• Keep the content relevant and compelling. • Make the content look bold and readable. • Use simple and powerful language, and avoid
ambiguous sentences and phrases.
• The problem and the solution you offer should
be clearly mentioned.
• Highlight the advantages and features of your
value proposition and important information such as Webinar date and time, speaker details, synopsis of whitepaper, etc.
• Customize landing page content to the industry or segment targeted or to a specific business
problem or challenge.
• Create content as short as possible in order to
keep the focus of your readers.
Keep important content above
Build trust
Optimize LP for search engines
• Display your privacy policy prominently.
• Get third-party validation – reviews, customer
success, comments, etc.
• Keep your questions to minimum during form
entries.
Provisions for user information
confidentiality must be emphasized
at every form-entry.
• Landing page content must be SEO friendly - use
appropriate keywords and phrases.
• Highlight keywords searched by website visitor
during searches.
• While adding keywords is important, don’t force-fit keywords. The content should flow well.
Don’t let too many SEO
oriented phrases into the
content; it may prevent the
Lead the Way Using Call to Action buttons
Test your LP
• CTAs redirect action to either fill in a form or
register.
• Place a call-to-action button next to every
important statement made in the landing page.
• Collect minimal information, preferably email
address only.
• Present form-fills for other information gathering
but do not make it mandatory.
CTA design is crucial - offer a
high valued proposition to gain
attention.
• Preview the newly created landing page -
check the color combinations, headline
and sub-title alignments, form-field names, button sizes/colors, trigger email, URL
connectivity, appearance of graphical images,
videos, final layout, text on images, etc.
• Test for bulk email options as well. Make sure
your page can survive simultaneous hits from multiple people in one go!
Test, test, and test again- test
with different colors, content,
Enable Social Sharing
Send out a ‘Thank You’ Message
• Make it easy to spread the word via social media
channels
• Be selective about the channels- focus on 5-6
priority channels depending on your business.
Let your prospects take your
message forward. Allow them
to share
• Landing page execution does not end with page
creation and launch.
• Use auto responders to send timely thank you
messages to readers.
Offer new propositions such as
free trial or demo along with a
thank-you note for continuing
the conversation.
A landing page is highly effective only when it places equal emphasis on visual appeal (to draw the reader’s attention from the very first instant) and content (to lead the reader to take the appropriate action). It’s
important to focus on both these elements and keep testing to hit the right formula.
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