Landing pages are the heavy lifters of an inbound marketing campaign.
Your helpful blogs and commanding calls-to-action set the stage by attracting prospects to your website, but it’s the landing pages’ job to convert those new visitors into qualified sales leads.
How do they entice visitors into a deeper relationship with your company? Let’s break a successful landing page for inbound marketing down into its elements to understand their lead-generating powers.
To function most efficiently, your inbound marketing campaign should be focused on a specific subject within your industry, and your blogs, calls-to-action, and gated content should all be part of the same conversation.
The first job of your landing page is to be relevant to the subject of your campaign.
Through copy and imagery that speaks the same language, you’ll provide visitors with a smooth transition from your blog and call-to-action to the more valuable, gated content of your landing page.
Landing pages are a unique part of any website. They don’t speak to the entirety of your company’s story. Quite the opposite.
They should be laser focused on lead conversion, eschewing any navigation into other parts of your website and speaking solely to the value of your gated content and the visitors’ means of accessing it.
Speaking of accessing gated content, the form that you ask your visitors to fill out needs to strike the right balance. Require too much information relative to the value of the content you are offering and you risk scaring your prospects off.
Remember that receiving simply an email address is a successful conversion, giving you enough to work with for a future lead-to-buyer email campaign.
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One balanced approach is to use required fields and optional fields. Require at least an email address, and make fields like “company name,” “age,” “title,” and “income level,” for example, optional.
If you get a prospect to fill out all of the optional fields, you’ll know you are working with an interested party that has a good chance of converting to a lead.
Forms can be tricky to fill out on phones. Smartphone keypads remain error prone, and if you are asking for detailed information on a form field, someone using a smartphone to fill it out may get frustrated and abandon the form.
Consider preloaded dropdown menus for the mobile version of your landing page forms. This eliminates clumsy thumb typing for anything other than an email address.
Remember the basics
The one similarity between your landing pages and the pages on the rest of your website is your company’s basic footer information. How to get in touch, your address and buttons that link to your social media pages are a good thing to retain. They provide a sense of overall context and remind your visitor who they are interacting with in case they start wandering around the landing page.
A tidy company description can also provide a reassuring nudge that helps refocus your prospect to the conversion form and the gated content you are offering.
Landing pages are the portals that guide prospects through your sales pipeline. Keep them relevant, focused, and mobile responsive for the best results.
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Breezy Hill Marketing is a Vermont web design company and digital marketing agency specializing in inbound marketing strategy and building beautiful and mobile responsive websites for customers in Vermont and throughout the United States.