The concept of the startup is all about taking risks, be it in terms of finance or exploring new avenues; you never know what you might come across. As it is rightly said, “it is better to play safe than to be sorry”. Developing and designing of an impressive website is important for any business to grow. Along with a website, the integral part is the landing pages of a website.
All businessmen depending on inbound marketing understand that once you’ve done all that hard work to get visitors to your website, the next big step is to convert them into leads for your business. But what’s the best way to get them to register to or buy your product/service? A landing page is what your answer is.
So what exactly is a landing page?
To put it in simple words “A landing page is any web page that a visitor can arrive at or “land” on. It is a web page that allows you to capture a visitor’s information through a lead-capture form.”
Landing pages are the heart and soul of an inbound marketer’s lead generation efforts. A good landing page will target a particular audience, that is your target market and attract them to visit your website. Landing pages are designed to allow visitors to download free content like ebooks, whitepapers, marketing offers such as free trials, demos or coupons for your product.
How it Works
For a more clear and proper understanding of how landing pages work let’s take a hypothetical example, to help you understand it properly.
Let’s say you have your own Saas product, an online resume builder. You are a believer of inbound marketing, so you maintain a blog that features articles and posts on resume and career guidelines. The services of this resume builder are available at a premium cost but also have few free templates, to help you understand and decide.
Now a fresh graduate student is looking for some professional resume writing tips. While doing her research she comes across your blog titled as “What to consider, when writing a resume” as a result of Google search, curious to know more she clicks to read it. At the bottom of the article, she can see a call-to-action (CTA) “Register for a Free Template” This essentially is an ad, for visitors to check out one of your resume templates. Curiosity leads her to click on the CTA and visit the landing page, where she can sign up and get free access to template
At the landing page, she will get some additional information and guidelines on how to proceed, this would, inturn convince her it’s worth providing her contact details. Once she submits her details you have a viable lead for your business.
In addition to search, visitors can find your site and its landing pages through a number of marketing channels including email, social media, PPC, direct traffic, or referral traffic. Furthermore, they can find your landing pages through calls-to-action you place throughout your website, or directly as a result of you sharing the link to those landing pages in these other marketing channels.
Landing pages help your visitors to connect with you and create the possibility of lifelong business relations. When it comes to growth in a business more often it is through the referrals given by existing satisfied customers.
Key Components of an Effective Landing Page
Let’s take a brief look at the components of an effective landing page
Headline: A great landing page headline is what sums up the offer in a clear and concise method.
Copy: The text on a landing page should explain the value of the offer clearly, simply, and in a captivating way. Bullet points can be used to establish clear takeaways, break up large blocks of text, and keep it brief and neat.
Keywords: Use of suitable keywords in page title, headers and text on a landing page helps your SEO ranking and marketing activities.
Social Sharing Buttons/Links: Links to help visitors easily share a landing page directly on their social network profiles.
Hidden Navigation: A landing page on which any top/side navigation bars are hidden will reduce distractions & friction. It will also help to decrease a landing page’s bounce rate. This increase the chances that visitors will stay on the page and convert.
Lead-capture/Conversion form: The most critical component of any landing page is conversion form. It is also called lead capture form. It is a place, where page visitors submit their contact information.
Image: Landing pages that include a relevant image give visitors a tangible idea of what they’ll receive. This also makes landing pages much more visually appealing.
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