The landing page is the web page where the user "lands" after clicking on an ad or email button. In other words, the place where the lead or customer arrives after performing the desired marketing action. The main objective of landing pages is to obtain contact information organically. To do this, they must perform a value exchange by offering the user quality content, offer codes or brand-specific information, among others. It is common for this marketing strategy to be used in B2B businesses.
Unlike other pages on a company's website, a landing page aims to fulfil a specific purpose. This purpose is agreed upon in the marketing campaign to impact the target audience. It delivers short-term results and is designed based on the buyer's journey. Landing pages are also commonly used in advertising campaigns due to their creative freedom. HubSpot's marketing software offers the ability to create, manage and test the performance of landing pages. In digital marketing, a landing page is key to driving lead conversion and, in turn, sales.
what is the purpose of creating landing pages?
In inbound marketing, creating landing pages is important to inform about the qualities of a brand's products or services and to obtain registration forms from users. Among its main benefits are:
- Improve the contact base: When the user lands on a specific landing page, the marketing team can reorder the contact base based on their interests.
- Capture leads: Landing pages collect lead data organically, which can later be converted into customers.
- Increase conversions: One of the main goals of landing pages is to generate lead conversions. Whenever a contact performs a marketing action such as buying a product, signing up for a newsletter or downloading an ebook, they are generating a conversion.
- Optimise SEO: Creating a landing page means adding an indexed page to the company's website. If the landing page applies SEO techniques, it can rank high on search engines such as Google.
4 essential elements of a landing page
The first opportunity to catch the user's attention is the headline or title, so it should accurately describe the content of the offer, so that the customer will not be misled by the details of your products or services.
The text of the landing page will define the value of the content. It is recommended to include benefits of the product or service you want to sell. Also, include real testimonials to strengthen the user's trust. It is advisable to use short paragraphs and vocabulary understandable to any reader.
Including audiovisual elements such as images or videos will help the user to decide. In other words, it will give the offer an extra attraction and a more elaborate design. In this way, the customer will pay attention to the content and will end up taking an action.
The main objective of a landing page is to convert leads. Therefore, it should consist of at least one form. It is recommended that the form has several fields to fill in to obtain data organically. However, it cannot be too long or the user will lose interest. At the end of the form there should be a CTA to achieve another action from the user. The call to action should be creative.
Common mistakes when creating a landing page
- Slow loading speed.
- Broken links.
- Not adapting the page to all devices.
- Overloading the page with visual elements.
- Extensive forms.
How to create a landing page on HubSpot in 5 steps
1. Create a project
The first step to create a landing page with HubSpot's software is to go to Marketing > Website > Landing pages.
2. Select a template
HubSpot provides the option to select default templates from the platform. It also allows you to reuse templates from other marketing campaigns. The most interesting thing is the option to create your template step by step.
3. Edit the template
In HubSpot, there is a detailed editing menu. On the left side you can modify the theme of the template by module, by adjusting the buttons, icons, graphics or audio-visual elements. Similarly, the written content of the landing page can be modified by hovering over it. When the landing page has reached the desired result, click on Settings to add basic information.
4. Configure the page
From this tab you can configure the landing page to optimise your searches. Fields to fill in include the title, URL, meta description, featured image, etc. In the Optimise tab the user can refine the details of the page.
5. Check your landing page
Before publishing the page, go to the top right and click on Preview. A preview of the landing page on different devices will be displayed. After that, click on the Publish button or Schedule button if you want to publish later.
How to check landing page performance in HubSpot
To analyse the performance of a landing page, go back to the main menu and select Marketing > Website > Landing pages. Then click on the name of the landing page you want to analyse. The performance page will open.
From this place, the HubSpot user can access information relating to the landing page. Data such as attributed revenue or business and contacts influenced is provided. It also allows you to check user interaction with the website with metrics such as views, bounce rate or time per page visit. The platform also displays the report in graphs for easy understanding.