A landing page is a web page whose main function is to convert visitors to content into leads. A lead is a person who, by providing their data through a form (found within a landing page ) and becomes part of a company’s database.
How important is it to create a landing page that converts?
Landing pages are a key element within the inbound marketing methodology (specifically in the conversion stage) because It is a strategic tool that companies build to obtain data from their potential customers voluntarily.
Thanks to this principle, telemarketers took a backseat. Your responsibility is no longer to make random calls in order to find people interested in a product and/or service (because that is why landing pages and forms that collect that information already exist) but now, strategically thought-out content is who It is responsible for voluntarily attracting the attention of those people.
To understand it better, Hubspot, a pioneer in inbound marketing, invites us to think of landing pages as digital sales representatives who are obtaining information from our potential customers 24 hours a day, 7 days a week. Unlike traditional marketing, which has a specialized person who has limited hours (which reduces companies’ possibilities of capturing new sales opportunities), inbound marketing incorporates landing pages as a solution to this problem.
Making a landing page that converts is important because it allows you to collect valuable data about your website visitors. and at the same time, build personal relationships with those people who, by filling out your form, authorize you to receive more information about your content offers, services and/or products. This will give your real sales representatives the opportunity to focus on the most qualified contacts, with the advantage that they now have a clearer idea of what your company offers (because they found out about you thanks to your content) and even, They may be warned of your calls.
In other words, Landing pages work as a filter for your company when classifying who are the Internet users who are truly attracted to your value proposition and those who are not. People who fill out the forms on your landing pages do so because beforehand, there is already an offer (promoted by a call to action) attractive to them that motivates them to access and provide their data.
Always remember that the more calls to action and the more landing pages your web pages have, the greater your chances of converting. However, today there are new designs to incorporate your landing page into your website without having to direct a person to another page, but rather they can fill out their data right there. Now that you know the importance of making a landing page that converts, we invite you to learn what steps you should follow to design a successful platform:
1. Create a title that invites action
Just as you have been doing with your calls to action, use keywords that invite your users to take a specific action, which in this case Yes, you guessed it! is to fill out your form. Nevertheless, Remember that your content, product or service offer is really what matters and what should attract the main attention of your landing page. On that note, be as specific as you can with the type of content you want to offer.
To achieve this, use verbs that invite your users to download, obtain, request or delve deeper into these offers. Do they have to watch a video to access your offer? Then write the word “See” at the beginning. The more specific you are with the information you provide, the easier it will be for your potential clients to access it. Hubspot tells us that an easy formula to follow when writing a title is to use an action verb, indicate what is offered and explain what the benefit of the offer is for your future leads.
2. Specify what your offer is about
In the description of your landing page, it is important that you state exactly what your content, product and/or service offer is (whitepapers, ebooks, free demos, etc.) to be shown in exchange for the information you are requesting in your form. Also, include an image that is a visual support for your visitors that allows them to better understand what you offer.
If it is an ebook, a consultation or a free trial, place an image that makes it clear in a few seconds, captures attention quickly and has in your titles and subtitles the same keyword that you have been using both in your articles and in your calls to action. AlsoWrite a text that more clearly specifies the benefits of your offer and why your potential clients should have it. Don’t rush to talk about your company just yet, there will be time for your sales opportunities to really know what your business proposals are about.
3. Remove your navigation menu
Within your landing pages, it is important that your visitors focus exclusively on your content offers. To do this, it is recommended that you eliminate the navigation menu on your landing page that allows your visitors to access other pages of your website and external links. The form and description of your content offer should be the focal points within your landing page since your visitors should focus exclusively on filling out their details and sending them
4. Display a form with key questions
By definition, all landing pages use a form to collect information from your visitors. Without a form, the process of converting a visitor into a lead simply wouldn’t happen. Using the information you obtain from your forms, your chances of building successful relationship marketing increase, since you can more closely investigate important qualities of your customers. This research will allow your sales department to have a more empathetic language with your potential clients.
In this sense, you must design a form that allows you to obtain basic and some more specific data about your sales prospects, which are key to building a solid database, among the most notable of which are:
If your company is B2B:
- Name
- Last name
- Company where you work
- Post
- Web page
- Telephone (optional)
If your company is B2C:
- Name
- Last name
- Social networks
- Telephone (optional)
- Would you like to continue reading us in your email?
To know if a landing page has all these characteristics correctly, we recommend performing what is known as a “blink test”. At a glance, Your visitors should be able to understand the nature of your offer and why it is valuable to them. A blink test is an excellent way to visualize your customer’s experience with your landing page and verify if it really boosts your conversion process.
Making a landing page that converts will not only help you increase your chances of sales and better engage with your leads, but it will also allow you to continue offering valuable content to your readers at each stage of the buyer’s journey and build a database. solid of your sales prospects.
