Landing pages: a how-to guide

Landing pages: a how-to guide

Learn from the best with our favourite examples.

Your landing pages are your lead-generating hotspots. They allow you to capture critical information and funnel your website visitors into the right marketing channels. They direct potential leads to targeted offers and eliminate clutter and confusion. They’re critical to any strong inbound marketing strategy, but getting the most out of your landing pages can be complex. We’ve put together some tips to help you optimise.

What is a landing page?

Whether the term ‘landing page’ is familiar to you or not, you have certainly come across many of them. Click a link for a 30-day trial period, enter a sweepstakes, or download a free how-to guide and this is the page you see—a form that requests some basic contact information. More technically speaking, it’s the place where a visitor ‘lands’ after clicking on a link or a call-to-action button. It’s a webpage created with the sole purpose of turning visitors into leads.

The centrepiece of a landing page is its lead-capture form, which asks the visitor to provide information in exchange for accessing material. A landing page will also contain text, graphics and a button for submission. Each of these elements should be considered in terms of copy and aesthetics in order to maximise the amount of information you can capture.

The lead-capture form

Less is more with your lead-capture form. Of course, you’re eager to get to know as much as possible about your potential customers, but asking too many questions will decrease the likelihood the visitor will complete the form. Use your lead-capture form to get basic contact information like full name, email and country. Try to limit the number of fields to five or six to keep the form clean and easy to complete.

The text

Your copy should be concise, straightforward and SEO-optimised. Choose a target keyword and integrate it throughout the title, headlines, URL and text body. Organise your text using columns or bullet points to make it easy to follow. Uber’s landing page is informative, engaging and easy to read:

But there’s no reason to have text for text’s sake–the purpose of the text is to remind users why they want to fill out the lead capture form. It can serve as encouragement for a visitor that’s on the fence. Remind the visitor what he or she will get from the offer (Free access to the platform? Knowledge about a subject? A hefty discount?). Provide user testimonials, product reviews or fun social media comments.

The graphics

Images should be engaging and, most importantly, relevant to the particular offer of the landing page. Upon arriving at the page, there should be no confusion as to what offer the visitor has engaged with. Netflix leaves no room for speculation with the landing page for its free trial period:

Colours, design and fonts should all be consistent with the rest of your branding. Eliminate distractions by having the landing page stand alone, with no other images or content visible. This will minimize the chances that the user will navigate away from the lead-capture form. After all, there’s nothing more self-defeating than losing a lead to distractions on your own site, as in this example:

The submission button

The submission button is the final push to motivate the visitor to complete the form.  It needs to stand out. It should spring forward from the page, and be descriptive about the action it represents. Using simple but evocative copy on your submission button can act as one last reminder to the visitor of what they’ll get when they click–‘Start reading now’ ‘Get going on your free trial’ and ‘Let me in!’ are some simple but relatable options. Spotify does this well:

Your landing pages are a big part of your company’s image. They will be the first time many of your prospects come across your company, and will be the tool that converts many of them into leads. Invest time developing your landing pages and get to lead generating.





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