How to Create a Compelling Landing Page for Your Inbound Marketing
As we saw in our previous article, landing pages need unique content in order to be effective. With landing pages there are different facets of creation, which all come together to make an engaging landing page. We've looked at content creation already: now let's look at design, location, and promotion.
A compelling landing page should have solid, impactful design. Truly great landing pages go even further and build a solid fusion between the page content and the page design. When creating a compelling landing page, the content is key to help drawing in traffic. Designing the landing page around the content will help create a complete showing of the content within the landing page — this demonstrates your company's expertise and professionalism, which will in turn lead to more of your landing page visitors converting into leads. Examples of integrating content and design could be, for instance, a landing page offering the latest trends in interior design, with the textual content on the pages being outlined by graphics of a couch and lamp. Another example might be building a page for a sweepstakes for a free trip to Hawaii, and building custom illustrations of tropical imagery into the page layout. Whether it is a photo related to the content or unique design created specifically for the content, impactful design is integral in boosting the effectiveness of your landing pages.
Location is key for anything but landing pages are typically placed even more directly then most things online. Since landing pages are meant to garner information from individuals they are placed where people would be more willing to give information. For instance, there are times where an article or web page is explaining a topic, but the subject needs too much content for a single blog article or web page, so a call-to-action link connected to a landing page is placed at the end or along the side for a person, to allow the readers to sign up to download or otherwise view the full amount of content. Sometimes landing pages are used more directly, or instance, being used on the very first page that a website visitor sees. The users are encouraged to sign up for a newsletter or simply input their email before being allowed to enter (though we must warn that this is a riskier approach and could end up turning away many visitors). There are many different user paths that you can build to your landing pages — which one is most appropriate will depend on your subject matter area and sales cycle.
We will look at this more in depth next week — however you don't want to overlook this facet when planning and designing your landing pages. Who would be interested in this landing page's content, and where can you connect with them? Promotional channels to consider include on-site call-to-action links, email campaigns, social media channels, and offline sources This is a question that must be asked and answered during the creation process. During the design and creation phase the key is to produce content with a strategic plan in mind to effectively promote it with the people who would be most interested in it.
Each of these facets plays a part in creating an effective and high-converting landing page. Landing pages are key to helping a business generate leads and be credible to potential clients. The creation of these pages is integral to making sure the business does both of these things well in order to generate the results they are seeking.