In case you could do one thing in order to dramatically improve your marketing RETURN ON INVESTMENT today, would it be to use landing pages on your website?
If you’re trying to generate prospective customers for your business, and you have no at least a few landing web pages on your website, you’re missing out on a key opportunity to turn guests into something more.
Here, we’ll explore what a landing page is, the myriad of squeeze page benefits and how you might use a landing page to reach your business goals, and how to make your landing pages as powerful as possible.
What is a landing page?
A landing page is a page on your website where you can provide a resource from your business in exchange for a visitor’s contact details. Marketers can capture this contact information using a lead-capture form, where visitors can enter details like their own name, email address, and work title.
A good landing page is focused on a particular stream associated with traffic — say, from an email campaign that’s promoting an ebook. Because the landing page is targeting just people who are (presumably) interested in this ebook, and because this ebook provides exclusive information that elaborates on a topic your target audience cares about, you can transform a higher percentage of your readers into leads whom you may then follow up with.
How to Create a Landing Page
To create a squeeze page, you’ll want to start by exploring different landing page builders — except if, of course , you’re using a content management system that currently provides landing page templates, like HubSpot.
Once you’ve determined the appropriate tool for you, explore pre-built templates or consider many people better to build your own. You might also use this as an opportunity to A/B test two different designs to explore which design elements result in the highest conversions.
Additionally , it’s critical any squeeze page you design effectively convey the value you’re providing website visitors in exchange for contact details. And, of course , you’ll want to include a form you’re asking visitors to fill out in exchange for whichever offer you’ve provided on your landing page.
To learn more about how exactly to create a landing page in detail, have a look at How to Create a Landing Page: The straightforward Step-by-Step Guide.
Landing webpages have one chief purpose: to create leads for your business. Nevertheless , you can define those qualified prospects in a number of ways and offer more than one type of content or experience through this landing page.
Here are a few of the ways you can use a landing page to start a relationship with your future customers:
1 . Ebooks and Whitepapers
If you had written a blog post that presents a topic relevant to your market, you can satisfy deeper interests in that topic by elaborating on the subject within an ebook or whitepaper. Utilizing a landing page, you can “gate” this particular resource behind a lead-capture form for people to down load.
2 . Email Newsletter Membership
Let’s say you write a lot of blog content material on a similar topic. Certain, you can develop an e-book or whitepaper that elaborates on specific details, but you can also offer your readers an email newsletter they can subscribe to for the latest content around your industry. On various blog posts, use a call-to-action (CTA) to invite readers to subscribe to your blog. This CTA may link to a separate landing page exactly where they enter their get in touch with information for addition to your own email list.
3. On the internet Course Enrollment
Whether occur to be in the education industry or else you offer various skill-based certifications to your audience, online programs should have their own landing webpages, too. Using these pages, you are able to invite new students to register for a class you offer and capture information on them that can lead to a customer romantic relationship that goes beyond the courses they take with you.
4. Event Registration
Similar to on-line courses, industry events require you to collect information on your target audience so they can receive updates prior to the event. An event, as well as the various sessions and keynotes, can have their own individual getting pages to turn event goers into event attendees plus business leads.
5. Free trial offer of a Product
Offering individuals a free demo of your item? Your demo offering can use its own landing page. Bring users to a page where they can sign up for a free trial of your software using their name, email address, job title, and any information you deem necessary to give them the best customer encounter.
6. Community Membership
If your business thrives on discussion among your audience — perhaps you have a website dedicated to dialogue between users — body fat harm in making it invitation-only. In fact , it’s a great way to generate leads through the people who want to become members of your neighborhood. Create a landing page that lets website visitors sign up to become a larger part of your business.
7. App Download
Developing a mobile application for your product doesn’t just improve your customer experience — it also gives you another method to capture leads from the audience. A lead-optimized landing page that invites users to download an app is very common in the app-maker community.
Landing Page Benefits
1 . Landing pages can lead to increased conversions.
Having a targeted page that directly ties in to a certain offer or next thing is critical for providing value upfront, and can encourage brand new site visitors to provide their details in exchange for an immediate, concrete reward.
For instance, let’s imagine you’ve landed on a business’ website and you’re instantly greeted with a pop-up form asking for your name plus email. A bit jarring before you even know what the company is all about, isn’t it?
Additionally, imagine you’ve found a business’ free e-book upon social media, which outlines 10 immediate solutions to your problem. I’m willing to bet you’re more likely to provide your email and name for that valuable content material, right?
Ultimately, a landing page can help increase conversions while providing a better user encounter. Plus, a landing page can assist you determine which types of content to serve certain visitors for the purpose of Smaller, more effective lead generation.
Too many companies send their advertising, email, or social media visitors their homepage. This is a huge missed opportunity. When you understand a stream of targeted visitors will be coming to your website, you can increase the likelihood of converting that traffic into leads simply by using a targeted landing page.
For instance, those people users who convert on your social media e-book landing page are clearly interested in social media. To help nurture those leads, you may follow-up with a personalized e-mail, detailing additional content you are able to provide related to social media.
2 . Landing web pages can provide additional insights into the target audience.
By creating various landing pages with segmented offers, you are able to track which topics transform at the highest rate. This can give you valuable insights into the audience’s interests.
You may use the data you gather from your landing pages to produce a more targeted, personalized online marketing strategy. Plus, landing pages do just tell you which content material your audience likes best — they also tell you which channels your leads choose. This can enable your advertising team to refine your own strategy further, promoting content and engaging with your audience on the channel(s) they’re already using.
For example , let’s imagine you notice your landing pages related to e-commerce perform exceptionally well, and most of those users find your landing page from the paid ads on Facebook and LinkedIn. This information can assist you target future campaigns mainly towards your social audience, plus consider how you might include additional e-commerce content into the marketing strategy as a whole.
3. Landing pages may grow your email subscriber listing.
In exchange for your content offered on your landing page, you’ll typically ask customers to provide their email plus name. This can help you quickly grow your email subscriber checklist, and segment that list to provide more personalized follow-up emails.
People with filled out a form in exchange for content, or information on your product or service, have shown an interest in what you have to offer — which ensures your subscriber listing is filled with potentially high-quality leads.
Consider the way you might further nurture them by sending a kick-back “Thank you” email after they download your landing page offer, with additional resources associated with the content in which they’ve demonstrated interest.
4. Getting pages are testable.
A landing page is certainly oftentimes a fantastic opportunity to get creative and test out numerous designs to determine which visuals and text perform best with your target audience. Additionally , it has been lower risk to test out a new landing page, rather than making major design changes to your whole blog or website infrastructure.
For instance, AJ Beltis, HubSpot’s Content & Purchase Manager, told me, “If if you’re using a content management program with a built-in A/B assessment tool (like HubSpot), it is simple to set up and run a check to see which copy, design featured, imagery, and page elements yield a more powerful conversion rate. This means you can quickly uncover new ways to drive more leads and contacts for your business. ”
5. Landing pages permit you to measure metrics directly associated with business goals.
If you’ve created a specific landing page to market your new product or service, after that you can use that landing page in order to measure metrics directly tied to your business goals.
For instance, let’s say your marketing team is tasked with increasing sales for your new email tool. To accomplish this, your group creates a campaign with a squeeze page offering a free demo of your tool.
You might calculate conversion metrics on that landing page to determine how well your campaign is executing, or whether you need to make tweaks to communicate the true value of your new product. Additionally , you can measure which websites drive the highest conversions to your landing page, and put more resources into marketing your email tool on those websites — or social media apps — in particular.
6. Landing pages include context to your offer.
AJ Beltis told me one of the biggest benefits of a squeeze page is the opportunity to add context to your marketing offer. “Marketers feel motivated to avoid the landing page process and skip right to the transformation by encouraging form floods in other methods, such as via a chatbot, ” Beltis informed me.
Beltis adds, “However, this method eliminates the opportunity to add a lot more context to what it is most likely offering. Imagery and essential information that can only be shared with a landing page provide content to those who need it before deciding to convert. ”
7. Landing pages boost brand value and help to make a good first impression.
Ultimately, a sleek, well-designed landing page can impress new visitors and turn them into leads by demonstrating the valuable content your organization can deliver. A landing page is space you can use to tell your visitors what you’re providing, and how it can positively influence them. Even if a viewer doesn’t immediately convert, the well-designed landing page can raise brand recognition and assist nurture leads for future sales.
For instance, take a look at this impressive landing page created by Talisker, a whisky brand name. Using Ceros’ landing page product to design an immersive experience, Talisker is demonstrating brand name value and, ideally, making a fantastic first impression upon new visitors.
This is proof a landing page doesn’t always have to be boring — in fact , it shouldn’t be. Take the time to create an engaging, interactive, interesting landing page that convinces visitors in the value of your brand.
What makes a landing page most effective?
Prepared to create your first landing page, or improve on a landing page a person already have? Here are some of the most important elements to make sure your landing page is working hard for you:
1 ) Limit Navigation
You’ve delivered your targeted traffic to a page where they can take your desired action. Don’t distract all of them! Limit the number of exits from your landing page so that your visitors are usually focused on filling out your type. A key part of this is to eliminate the website navigation elements upon landing pages. This helps put the focus back on the articles you’re offering.
See how the landing page below does this particular — aside from the HubSpot logo design, there are no navigation buttons in order to confuse or distract visitors.
2 . Enable Writing
Tap into a huge community of the best (and free) entrepreneurs: your audience. Add discuss links to your landing page in order to encourage your website visitors to reveal your content with their audiences.
3. Deliver Value
First and foremost, when you have a valuable offer, your visitors will give up their contact information in exchange for your offer. Think about if your offer is persuasive to your audience and make sure that your landing page demonstrates that worth. One way to ensure your landing page adds value is to display your audience the content they’re going to receive — directly on the particular page. See how this can try looking in the example landing page below.
4. Keep it Brief
The longer your squeeze page and form, the more rubbing you add to the lead-generation process. Keeping your lead type short and straightforward increases your conversion rate.
Here’s a tip: Put as many contact fields as you can on the same collection. Shortening the height of your lead-capture form helps you limit the more trivial fields you may be tempted to include, and helps prevent your landing page visitors through getting spooked by a form that’s asking too much of them. As shown below, occasionally all you need is a first plus last name, followed by an email deal with.
5. Test, Test, Test
As many best practices since you may read about online, your squeeze page can always use more tests and improvement. Make sure you possess a landing page creation tool that allows you to create and test many different landing pages to see what works best for your business. Additionally , if you’re a HubSpot consumer, consider some of the landing page tool integrations, such as briX.
Are you a landing page guru? Check out some of our advanced ideas and data around squeeze page best practices on effective calls to action and the best/worst button text (hint: don’t use “Submit”). Do you need to make any of these 10 Quick Fixes to Build Killer Landing Pages?
In case you are working hard to drive traffic to your website, don’t make the mistake of not really capturing that traffic since leads.