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Landing page creation

Andy Topps
Andy Topps23.09.2016

Why are landing pages so important to lead generation?

According to Wikipedia, a landing page is sometimes known as a “lead capture page” or a “lander”, and it is a single web page that appears in response to clicking on a search engine optimised search result or an online advertisement.

In simple terms a landing page is standalone web page distinct from a main website that’s been designed for a single focused objective ie, helping to guide visitors toward the intended conversion goal. And the reason that it is a standalone page is to limit the options available to visitors which helps keep them focused.

There are two types of landing pages; click through and lead generation. The first one predominantly pops up on ecommerce sites, and has the specific aim to get visitors to click through to another page after the product or offer has been described in sufficient detail as part of the “warming up” of the visitor.

Remember the old adage; people don't like to be sold to and will buy a product when they are ready, not when you want them to? Well if inbound traffic went straight to a shopping cart or a registration page it would deprive the buyer of sufficient information to make an informed decision meaning that there’s a very high chance that they would back off; the result of which would be a poor conversion rate.

This is where the click through page comes in because following that it should be the destination page (typically the shopping cart or registration page), and it’s at this stage that there’s a far higher chance of conversion.

The other types of landing page; lead generation, is used to capture a user’s data such as their name and email address, and the sole purpose of it is to collect information that will allow a company to market to and connect with the prospect in the future. As such, a lead capture page will contain a form along with a description of what they’ll receive in return for submitting their personal data.

A few other key points:

Encourage social sharing. Once someone has bought from you give them the opportunity to spread the word! Offer up the social media platforms that your business uses but also include other popular ones – people have different sharing preferences.

More landing pages means more leads. According to HubSpot, companies see a 55 per cent increase in leads when boosting the number of their landing pages from 10 to 15. The more content, offers and landing pages you create the more choice you are giving visitors; be that webinars, white papers, free trials or ebooks.

Forms. These play an important role in the conversion process so consider using terms that replicate the benefit to the user if they hit “submit”. If the form is to download a free white paper make the button reflect this; "Yes, send me my free white paper now", while contact us, submit or download are of little reward after providing personal information.

 At Vital, we can help and advise on the effective creation of landing pages for your business website.

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