What is a Landing Page and How To Use It

The landing page is the most critical part of your website. A good landing page will capture a visitor’s information, generate leads, and even convert those leads into customers. It also measures the ROI (Return On Investment) of your marketing efforts and evaluates your inbound marketing strategy.

Definition of a Landing Page

A landing page is a website page that is specially crafted to collect visitor information through a lead form. A landing page, while part of your website, is separate from your website in that it should only be accessible through a special link. These links can be posted through social media channels like Facebook or Twitter, other online advertising media such as Google Adwords, or even through email campaigns.

How Do I Create a Landing Page?

Ideally, your landing page should be a stripped down version of your website. While it should obviously maintain your branding, remove unnecessary links to other parts of your website. The goal of this landing page is to focus the visitor’s attention on your sales pitch or special offer. By removing any clutter and distracting links, you keep the visitor’s attention focused on where it needs to go: the lead form.

In order to collect the visitor’s information, you will need to have a lead form so they can enter their details. This lead form must be placed somewhere that is clearly visible, and above the fold (the top part of the website above where the page meets the bottom of the screen).

How to Collect Lead Information

Visitors to your landing page won’t willingly give out their contact information without something in return. Offer your visitors a free ebook, white paper, digital download, or special discount in return for their contact information. If you have several white papers available, this also helps to determine what product or service your lead in interested in.

Measure Your Efforts

It is critical to measure your efforts by evaluating the success of your landing pages. Install Google Analytics on your website in order to track which landing pages get the most traffic. This will also help determine which online channel is getting the most results. If you are posting a special whitepaper on Facebook and a different publication on Twitter, you will be able to determine which link gets the most clicks, and is thus more successful in getting people’s attention.

Also, Analytics can tell you if your offer is good enough. If your Analytics is telling you that you get 1,000 hits to your landing page, but yet you only have 500 downloads of your ebook, then you need to sweeten the deal to get more of those hits to download your publication.

Between these two benchmarks, you can more easily determine the ROI of your marketing efforts and learn which online channels are the most effective, and which landing pages get the most attention.

Help and Support

King Web Design is here to help you craft the perfect landing page. Contact us today to help you get started creating landing pages that will convert visitors into leads.

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