The landing page.
Many people get confused about what exactly it is. Luckily, once you break it down, the concept is actually quite simple. In this article, we’ll clear up the confusion and also try to give you some practical tips for getting them right from the start.
What is a landing page?
A landing page is created with one very clear and simple objective in mind:
To capture the contact information of the visitor so that you can take them further down the sales funnel in the future. In addition to their email address, it can include their name, business, phone number, and/or specific business qualifiers. The extent of the information you can request depends on the level of value you are offering them, whether it be an informational newsletter or an extensive, industry-specific white paper.
So what makes a solid landing page?
Solid Value Proposition
You cannot assume that a visitor who arrives at your landing page knows much about your business – you need to persuade him; the last thing you want is for a visitor to immediately click out. To rope him in, give concise copy that clearly communicates your offer and its benefits. Be careful, however, not to simply list product attributes, but to state the value from the visitor’s perspective, i.e. fulfilling his needs.
Make sure you are clearly communicating to the visitor what you want for her to do, for example, suggest that ‘we will give you this month’s Real Estate White Paper if you give us your name and email address’. This is communicated by a prominent, clear call-to-action so the visitor knows exactly what she must do to obtain that white paper. By the visitor completing your landing page’s form, she is now being converted into a lead. You can then begin to cultivate the relationship via subsequent touches.
Keep It simple
Because the landing page’s sole purpose is to turn visitors into leads it should be simple as possible. There should be no opportunity for the visitor to navigate to other parts of your website. Ensure there are no distractions that may keep him from filling out that form and converting.
Ok got it! What’s the next step?
Although there are any many moving parts involved with the creation of a landing page, when done correctly they can lead to higher rates of conversion and increased lead prospecting.