Landing page, or LP, is a page structured and designed in all its elements to convert visitors into leads. They are widely used in digital marketing campaigns and their application is strategic, usually offering some rich content in exchange for the data of the potential customer.
Anyone who wants to succeed in digital marketing strategies needs to understand and use good LPs to impact their potential consumers.
In addition to creating valuable content that really charms users, you need to deliver it intelligently and attractively.
There is no point in creating something very good if you cannot communicate it, let alone gain a few seconds of attention.
In this sense, the creation of a landing page is strategic and vital to be able to generate good leads for your company to start nurturing them.
It is, if not an initial step, one of the first to be able to reach your target audience in the right way.
What is she? Showing that your brand is a reference in what you do. That dominates the subject and that simply has to be heard at all times.
In this way, you will be able to more accurately attract more consumers to your brand.
Let’s check it out?
What is landing page (LP)?
The landing page, in translation, is the user’s landing page that comes from an email marketing campaign, sponsored links or another offer.
This is the user’s lead conversion page and is in the “convert” stage of the inbound funnel.
This page is where the user exchanges his information (such as email, name, telephone) for materials (indirect offer), product tests, diagnostics or budget requests for a given product (direct offer).
Its application is important to understand the behavior that customers usually have and to be successful in applying their marketing strategies.
Upon entering an LP, the visitor’s unconscious makes a general analysis of the page in 0.5 seconds. This will define whether that content has credibility or not.
Therefore, it is of fundamental importance that the LP, besides fulfilling the functional objective, also fulfills the visual and social.
Credibility can be given in several integrated ways:
- Customer testimonials;
- Customer logos.
Why is creating a landing page important?
As we have seen, the function of a landing page is to be a page to generate the conversion of the visit into a lead.
However, it will be built according to the objective of the campaign, which can be:
- Subscription to a newsletter;
- Capture content subscribers;
- Sell a product;
- Generate potential customers;
- Present a brand;
- Disseminate viral content;
- Build relationship;
- Commercial transaction;
- Collect data through forms;
- Present a partner program;
When visitors read the ad and click on the link, they expect to find exactly the content that was offered in the ad.
Therefore, ads with different themes, need to be linked with different LPs and with content consistent with the advertised.
The result of an LP is measured through the conversion rate (visits x goals convertions)
If the conversion rate is too low, it means that the combination (information architecture, content, form, gift, etc.) is not adequate.
How to create an efficient landing page? See 9 steps!
Below, we have separated some items that you need to pay attention to when creating a landing page with some rich material prepared.
The goal here is one: to improve your lead generation strategies. Which, of course, is essential to your company’s sales success.
That is why content marketing is so important. It shows that the brand is an authority and gives a much greater confidence to those who have the potential to become a customer.
9 are these steps that we have set aside for you to create an impactful landing page that really persuades the buyer persona of your business.
Remembering that, for this, it is necessary to choose good marketing automation tools that offer this feature.
Check step by step:
1 – Header
The header of a landing page aims to explain the offer clearly and concisely, and for that purpose it must consist of the company logo, a title and a subtitle.
The title should include the name of the material, to show visitors what material they are receiving.
In the subtitle you are communicating to the visitor how your offer will help them solve a problem or take advantage of the opportunity.
The header is the first element that a visitor will see when accessing your page, so he must understand the offer and feel interested.
The best way to summarize how to build a title and a subtitle that appeal to you is: the title explains what the offer is and the subtitle explains what the benefit it will bring to the lead.
2 – Text
A good text for your offer should be explanatory, clear and direct, that in 1-3 lines explain what your offer is and how it will help the visitor’s business.
Next, use topics to answer the main questions about the content and a summary of the material, making it clear to the lead what he is acquiring.
The ideal is to leave the most important information “above the fold of the page”. That is, that this information is viewed without the user having to scroll the page.
Important: leave to “sell” your company at other times, you will have the opportunity to demonstrate the company’s differentials at the bottom of the sales funnel.
3 – Call-to-action (CTA)
Encourage users to purchase your product with a call. This is the importance of CTAS: a call to action.
Include the type of offer you are using so that both the visitor and the search engine understand what, for example, an eBook, template, webinar, spreadsheet or other material is.
Also use an action verb to direct the user, such as “download”, “do”, “watch”, “access”.
4 – Remove the navigation menu
The intention of removing the navigation menu is not to distract your visitor from the real focus: filling out the form.
Remember that the main objective of your landing page is to attract customers, focusing on the action of generating good leads.
So don’t let him get distracted and lose the focus of the offer by clicking on other links.
5 – Form
The form on the conversion page should be a mirror of the value of the offer, both in the information you request in the form fields and in the length of the form.
How much information is my visitor willing to fill in to obtain this material?
The best answer is: it all depends on the stage your material belongs to (top, middle or bottom of the funnel) and also how complex it is.
In other words, the more valuable the offer, the more information you can ask for.
You should not ask for data such as company name, location, website, number of employees, telephone and specific data.
That’s because, you are creating a conversion form for a funnel top eBook explaining what a particular service is, for example.
The best way to compose this form would be by name and email, just. It is much less invasive.
Also make sure that the confirmation button is highly visible, you can work this out by adjusting the size and color of the button.
Large buttons with contrasting colors catch the visitor’s attention and prompt them to click.
This, by the way, is something that the psychology of colors, applied with the marketing of companies, teaches.
6 – Images
A perfect landing page is not just made up of texts and forms, it is necessary that you also have a small image or video that shows your product.
Including an image or video helps to visually communicate the value of the offer to visitors.
A visual representation can communicate the offer much faster than the explanatory text. Therefore, the image must be aligned with the offer proposal and must be relevant to the user.
Do not use random and low quality images, they will make your offer value decrease.
Ideally, the image should be a sample of what the user will receive when filling out the form.
If you are offering an eBook, put on the cover. If you are offering a spreadsheet, place the spreadsheet image.
7 – Social media icons
Add social media sharing buttons: Instagram, Twitter, LinkedIn, Facebook and Pinterest.
If he finds the content relevant and useful, chances are that his friends on social media will also consider him and be interested in the offer.
The recommendations on the page also increase the credibility of the offer and make the visitor more comfortable to leave their details on the form.
8 – Thank you page
A thank you page allows the company to thank the lead for signing up to get the offer.
But, it is more than that. It also provides some additional guidance on the next steps the lead can take.
Although the pop-up with a thank you message is a good start, ideally, you should direct your visitor to a page thanking them for the download and offering complementary content.
The intention is for the user to continue on your website and by downloading materials, place other offers on the same page.
Select blog posts on the same subject to increase knowledge. Videos are working very well.
Keep arousing the user’s curiosity.
This way he will want to stay on your website and, even better: it will reinforce the idea that he already had that your brand is a reference in what you do.
9 – Test what you created
It is not enough just to make an effort to improve the design and structure of the landing page if you do not know how your customers will behave when they see it.
Just as your company has different audiences, it is important to create a different landing page for each product.
You need to cover all of these audiences and also all sources of traffic.
Using the A / B Test, in which you create two different pages and test them to see which one performs best can be a good strategy.
A landing page that contains all the elements necessary for a better understanding of the user can increase the conversion of visitors into leads.
So, keep them always in test, updated and aligned with your audience, to achieve the best result.
Important! Don’t forget, of course, to create an email marketing sequence. A flow that nurtures this lead and gets it ready for the SDR to qualify it for sales.
Checklist for creating a landing page
Maybe you already understood, but a little more content is always good, right?
Here, we separate checklist for you to create your landing page and bring even more customers to your business.
- The unique URL for the LP?
- Multiple URLs?
- Is it easy to remember?
- Is it easy to write?
Define the campaign objective
- Generate leads for sale?
- Generate leads for promotion?
- Just spreading the news?
- Prospect partners?
Define your audience
- The audience is not you! define it!
- Create an ideal customer profile (ICP);
- There can be multiple profiles;
- Sort profiles by priority;
- Avoid too large a scope (it ends up not reaching anyone).
- List all elements of the page;
- Create a layout outline;
- Structure base before page texts;
- Consider the overall size and placement on the page;
- Pay attention to where the page scrolls;
- Reduce distractions. Focus on goals. Direct the visitor.
- Titles: must be related to where the visitor came from.
- Define the CTA (Call-to-action) or call to action.
This text must be linked to the titles. The call to action is always in the now. Create urgency! Use mental triggers. Do it Now!
Examples: Click now! Get started today! Latest units! Do not leave it for later! Limited time offer! While stocks last! Etc..
- People need to be guided in what needs to be done. Show me what to do.
Examples: Click here. Sign up. Contact us. Tweet this.
- Make sure your visitors know where to click.
Page text: only 20% of visitors will actually read this text, yet it must be well written.
Show pictures and translate what they mean.
Use colors: contrasts draw attention. Use stronger colors where the action is to be performed.
Remember to position. Where is it so important when what. (Eye-tracking)
Keep it simple. Really! Less is more and simplifies generating better results.
Don’t take it personally. Don’t expect too much from the first visit. So ask for less data on the first date.
You are just beginning to know each other. What is really important for your business on first contact? Think about it when assembling the form fields
- Publish, promote, optimize and convert!
- Set a calendar to review and adjust according to statistics;
- Always keep in compliance with the main goals and objectives defined in the first step;
- Think your metrics! Conversion rate is 90% of the battle. Measure performance. (Page views x Goals x Conversion Rate);
- Create more than one page to test which versions are the most accepted and generate the most results;
- Observe the patterns, learn from the results and change what is obsolete.
- Is it integrated with your marketing automation system?
- Is it integrated into your sales system for the sales team to work on leads?
So, how can we help you?
If you were in doubt about the content or want to know more about integration between marketing and sales, talk to a consultant whenever you want.
Enjoy and read two articles that will help you bring more customers to your business.
The first one talks about how to approach a customer for the first time and how you can charm him right now.
The second has valuable marketing tips to apply to companies of all sizes.
A hug from CWT, your CRM. #RunCWT