what is a landing page?
The role of landing pages in a conversion strategy. A landing page is a page on the website designed to convert visitors into leads. Lead generation is the first stage of lead management, where strategies are implemented to attract leads and obtain high quality personal data. The principle of lead generation is to create future sales opportunities for services and products.
In this case, landing pages simulate digital sales reps collecting information about potential customers. By creating landing pages, you reduce the pressure on sales reps alone and make their job easier by reducing friction.
Landing pages collect information faster than sales reps, so they can focus on selling. Without a form, it is impossible to convert your website visitors into leads. With the information you collect from these forms, you can develop and nurture the relationship with your prospects. Landing pages are a part of your website's conversion path. The process begins when visitors encounter a call-to-action button or CTA with a relevant and interesting offer. When they click on the call-to-action, they are redirected to a landing page. Landing pages are designed to deliver content targeted to a particular audience, unlike a general page, such as your contact page on your website.
Landing pages don't include too many navigational elements so that users can focus on the one action, filling out forms. Each of the conversion tools, from forms to chatbots, plays a role in the conversion strategy. To determine the best use cases for landing pages, you will need to consider the preferences of your buyer persona and identify which content assets need their own sales rep. Therefore, in order for your marketing campaigns to deliver great results, it is critical to plan your content and anticipate which assets will require landing pages. Not all content needs a dedicated digital sales rep.
While open-access content is very useful for ranking, generating links and inspiring trust, landing pages play a very important role: collecting information about qualified visitors. In conversion processes, every extra step the prospect takes comes at a price you have to pay. A long conversion process can cause the visitor to lose patience or interest, which will undermine the value proposition of your offer. Since landing pages are part of some of the longest conversion paths on your site, you must ensure that visitors stay engaged by offering them value from the start.
Landing pages should provide value, just as pillar pages do, which is why they also add value to the SEO ranking of the site. Releasing some content for the landing page to become a shareable resource will allow you to build authority over time. Sharing content on a landing page is one of the most sustainable ways to analyse the value of an overall topic. Publish the page and, depending on interest, decide whether it is worth creating a pillar page gradually, without having to invest a lot of resources. As you can see, pillar pages and conversions are not mutually exclusive. After all, to get leads, you need to collect information from visitors. Think about how you could offer more value to your site visitors. For example, you could offer downloadable content with a form strategically placed on your pillar page.
To make your landing page stand out, try adding testimonials or icons to share the content on social media, and see over time if the conversion rate improves. Include concrete evidence on your page that can convince visitors of the true value they will get from completing the form.
An effective landing page answers the following questions:
- what exactly is being offered - be sure to mention the benefit the visitor will receive in exchange for their information.
- what are the benefits of the offer? Explain why your offer is a must for the visitor.
- why does the visitor need the offer now? Generate a sense of urgency around your offer.
- how does the visitor get the offer? The page should facilitate the conversion process.
To create a landing page in HubSpot, go to Marketing > Website > Landing Pages. In the top right corner, click Create, and then select Landing Page from the drop-down menu. With HubSpot's CRM, you have one platform where you can unify all your strategies and actions from the same platform.
Design your forms to collect the information you need to track and qualify leads. Once your visitors have completed the form, you can redirect them to a thank you page or include a thank you message within the page. Redirect your visitors to a thank you page to give them a follow-up offer, make it easy for them to share your content, and give them more navigation options.
With Hubspot, you can analyse landing page performance by providing graphs that analyse each of the metrics over time with the respective traffic sources.