Landing pages are an integral part of the inbound marketing formula. After you attract visitors to your website with spectacular content like blog posts, social media updates and infographics, a landing page makes all of your content development efforts worthwhile. It’s the point where visitors validate the relevancy of your content by handing over contact information to turn themselves into leads.
Of course, every landing page should be designed with conversion in mind. When you’re designing and creating content for your landing page, the number one rule is to keep it seriously simple: one eye-catching image or brief video, one small box of text, a few bullets, and a clear-as-a-bell smart form where visitors can take action. Effective landing page design starts with these techniques:
- Remove your top navigation and links to other pages to minimize distractions.
- Use bullets, bolding and brevity.
- Include at least one number or stat in your bulleted list.
- Include great imagery and sub headers to guide the eye.
- Make sure the form captures enough information, but doesn’t have unnecessary fields.
Once your landing page is designed, the real work begins.
A conversion rarely turns into an automatic sale for a B2B company. B2B companies are typically faced with longer sales cycles, tough competition and lots of questions. So while conversions are nice, they don’t automatically fulfill the ultimate goal of inbound marketing – which is to boost revenue.
Before calling your landing page “designed,” add these three steps to your process. These additional steps will help ensure your landing pages are working as hard as they can to get the most from conversions once they come in.
- Create a separate thank you page. The thank you page is a great place to add links to other resources (i.e. web pages, blog content, guides). It also provides visitors access to your offer or download without requiring people to go back to their email. They are already on your site, so encourage them to stay and continue to learn.
- Implement lead nurturing follow-up. Communication is key to nurturing leads through what can often be a long process. Automated follow-up emails are an easy way to communicate with the lead right away and set the tone for future interactions. These emails should tie together educational resources that keep the lead moving down the sales funnel with calls to action that encourage them to engage along the way.
- Make sure your offer adds value. We all know how exciting it is when someone commits to filling out a form on your website. If your landing page makes the gated content sound incredible, but it’s really not, any conversions you get are not likely to turn into customers. Don’t offer up an “in-depth white paper” that clocks in at 450 words. In other words, don’t be a cheapskate when it comes to what you give away behind the pretty landing page.
Landing pages that convert are the launching pads for your sales team. They are an essential piece of an effective inbound marketing strategy and are meant to be your workhorses, not just another pretty face.
We focused on landing pages in the last meetup of the Denver HubSpot User Group. Our #GulfCoastHUG meets in Pensacola in a couple of weeks, so join us for a discussion on using Buyer Personas to build your business.
If you are in the Florida - Alabama Gulf Coast area, check out our HUG.