Building Landing Pages

Have you ever clicked a link in email to download an ebook, accept a free trial or register for a webinar? If so you’ve almost certainly seen a landing page. They exist to capture a visitor’s information by presenting a form that must be filled out before moving to the next step.
Using a landing page allows you to very clearly restate the offer and get your visitor quickly through your process.  No confusion, no frustration. Everybody gets what he or she wants.
While a “Contact Us” link to a web form remains commonplace, it doesn’t target specific traffic. Offering something of value to the right visitor in return for contact details (collected on your landing page) makes it more likely that this is someone interested in your product or service.

Landing Page Design and Content

Retailers have long used the phrase “blink factor” to describe how little time is available to make a shopper stop and look. Landing pages have the same challenge – a simple, clear offer that can be understood in the time that it takes to blink. Your page title should accomplish that. You can increase successful outcomes by ensuring that the offer in your page title matches your ad copy. Your goal as a business is to collect contact information from a visitor who becomes a lead by providing it. The visitor wants to receive something s/he considers valuable – a value exchange.  So your page copy should make clear the specific benefits of completing the form to receive the offer.  Once you have a draft of your copy, review it for opportunities to use;

  • Bullet points
  • Bolding
  • Italics
  • Underlining

Highlighting key components speeds up message delivery. Keep them to 3 or 4 or you slow things down. A strong and relevant image reinforces the benefits available.
While most landing page traffic will come from the invitation in your ad copy, it is a web page and so available in search. The first few lines of text below a URL in search results were placed there in an HTML tag called “meta description”. Search engines look for it specifically so use it to present a brief, clear and inviting message.
It couldn’t be simpler to invite visitors to share your offer. Sites like “ShareThis.com” and “AddThis.com” provide a variety of share button looks. Using one doesn’t take a visitor off of your landing page. Any navigation that would should not appear on the page.

The Form

Everything to this point has been in service to receiving a completed form. Your final challenge is in determining how much personal information to require. Too many fields will discourage some visitors. But the best prospects are those willing to give more because they value your offer.

  •  Shorter forms, more leads
  • Longer forms, higher quality leads

Remember that you can learn more about leads once you can contact them. You don’t need everything immediately.

If you read our post about Gary Vaynerchuk’s list of why otherwise smart people dismiss social media you may recall one objection being “questionable metrics”. Gary’s response what that things have never been more measurable. Our friends at HubSpot, whose research we often rely upon and disperse, have made discoveries suggesting that even what your download button says will influence your results. Apparently we don’t like to “submit” anything. We want to “Download Now”, or “Get Your Free Ebook Now” or “Reserve Your….”. It’s also a very good idea to have the download page that opens to your button offer a Thank You and other content or navigation options.
As happy as we hope you are to have access to this kind of well informed advice it may suggest that some help would be welcome. Position titles like “Social Media Manager” and “Community Manager” have begun to appear in job search site offers. If you intend to grow into hiring that talent you want to consider “renting” it first. If you feel like clicking on something how about “Contact Us”?

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