An attractive landing page can be one of the most effective weapons in any marketer’s arsenal for generating and capturing leads. Yet, according to Marketing Sherpa, publisher of The Landing Page Handbook, these dedicated web pages are wildly under-utilized with nearly half of all clicks for B2B companies coming via a business’ default homepage. Just what is a landing page and what makes it so effective in the fight for lead conversion? A landing page is a unique online destination, usually a short form, with clear design aesthetics, dedicated to a specific task such as signing up for a newsletter or entering customer information for a price quote, etc. Unlike a company’s homepage, which must convey a lot of information, a landing page can focus on a single task and funnel potential leads towards conversion quickly and effectively.
Design plays a huge role in a landing page’s ability to get those forms filled out and leads converted. Hubspot recommends using bold, contrasting colors, directing a visitor’s eyes toward what really matters— the “submit” button. Keep branding front-of-mind with large logos and relevant feedback from social networks. A restauranteur building a landing page would do well to include some Yelp reviews from satisfied customers, for example. Above all, keep things clean, clear, and concise. The less visual clutter and fewer words needed for customers to get what they want, the better. Are you an exercise expert with the best fitness tips? Offer 5 with more available when signing up for a weekly newsletter. An events company announcing an upcoming gala can provide attendees with a quick way to RSVP or an online retailer can offer discounts for completing a short survey. There are countless ways to make a landing page work for any business and make leads that matter.
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