Inbound Marketing 101: Landing Pages

Chelsea Oliver | November 25, 2014

Landing pages play an important role in inbound marketing which focuses on creating quality content that pulls people toward your company and product. A key tool for converting visitors to leads, if you’re new to this kind of online strategizing you might be asking – what exactly is it? Fortunately, YaBlog is here to lay out the basics for you!

inbound

The Definition

A landing page is, simply put, any web page where visitors “land” after clicking a Call-To-Action, such as a button or banner ad on a website. It is home to a lead form and exists solely to gather visitor information via that form. Distraction-free, copy is minimal and explanatory.

But Why?

The form on the landing page encourages customer conversion. Linked to a Call to Action, it allows users to download or view the eBook, white paper or other offer advertised, subscribe to receive blog updates, purchase a product or something similar. Potential clients are providing you with information in exchange for useful content.

The Form

The most important element of a landing page, the form allows you to gather valuable information about your customer base. Short and sweet, fields typically include First Name, Last Name, Email, Website, Company and Phone, give or take. Never underestimate the importance of lead generation in inbound marketing.

The Pieces

Successful landing pages comprise a number of elements. The headline copy draws the user in and should stand out – don’t be afraid to use a large, bold typeface. Next to the form is a photo of the product or service in question – such as the cover of an eBook or whitepaper. Images evoke emotion and, as such, should never be left out. Underneath the form is a Call To Action influencing the user to complete the conversion – think a “Download Now” or “Click Here to Register” button. The minimal landing page copy outlines the benefits of the product or service (how will this eBook or these blog posts help the reader?) and, finally, a secondary Call-To-Action at the bottom can encourage users to, for example, follow a social media account.

Landing pages, as part of an overall strategy, are a great way to utilize the strength of inbound marketing. Conversion optimized, they generate leads that are truly interested in what your business has to offer. What are you waiting for? Get started creating yours today!

Sources: Kiss Metrics, HubSpot

Image Credit: Joel Mark Witt | FolkMedia.org via Flickr, CC License

Category: Branding, Copywriting, Marketing Budget, SEO