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

The digital marketing sphere includes banner ads, websites, online articles, social media, blogs, email, advertorials and more, and the list continues to grow. Web users are becoming increasingly web savvy, leading to an increased need for thoughtful, engaging tactics.

According to the 2012 Edelman Trust Barometer 63% of consumers need to hear company claims 3 to 5 times before they’ll actually believe them!

In today’s advanced day and age, it’s easy for users to avoid your message. Mobile browsing has overtaken magazines in waiting rooms and favourite television shows are frequently downloaded, allowing users to skip through commercials or avoid them altogether. Many businesses are experiencing a decline in online advertising Return On Investment as the popularity of  banner ads on the Web decreases and people click less on them unless they have a clear call to action.

Instead, the informed buyer is now doing their own research. Rapidly consuming digital content, they are carrying out research online, finding content from local resource sites and search engines like Google and Bing. As such, it’s important to ensure that your details are in front of them when they are looking for you, across multiple channels.

More and more, as marketers and business owners, we need the target audience’s permission to engage with them – and content marketing (link to in-depth explanation) is a great way to do this. Creating high quality, relevant and valuable content aimed at your customers, and publishing it far and wide, ensures that your message is waiting to be seen. Additionally, capturing the interest of your audience allows you to personalize and tailor future messages. Many publishing and analytics tools (link to one?) allow you to further refine where and when you publish content, increasing your marketing efficiency.

Content marketing allows you to:

• Be seen – your customers will read your material because it is relevant and they are ready for it
• Build trust – you will be seen as an expert in your field
• Be smart – out-manoeuvre without outspending your competition

Want to learn more? Call a Yabsta Digital representative today. We can put you on the map!

Images courtesy of http://www.freedigitalphotos.net/

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