A landing page is a specific web page for targeted marketing campaigns in which website visitors are directed to. As content on this page is relevant to the offer that has interested the website visitor in the first place it’s an effective way of capturing leads.
These pages usually contain forms where you can collate contact information as a result of the visitor completing an action on your page – this is usually an offer or a download.
The link that led your web visitor to your website in the first place may have stemmed from a social media post, email marketing, a link from a third-party website and most commonly from a pay per click (PPC) ad campaign such as google ads or paid social such as Facebook ads.
Here’s our advice on what you should include on your landing page to help create a great lead generation marketing campaign.
1. Content
To keep visitors on your website as long as possible, your landing page needs a headline that tells the visitor what to expect.
Once you’ve sorted the headline, the content needs to be to the point, clear and engaging. By providing useful tips and advice builds brand awareness and builds trust with your prospects with insightful content with tips and advice.
2. Call to action
A key element of your landing page is the call to action.
Make a bold and colourful call to action with clear instructions about what you want the visitor to do.
To be able to gather information from a web visitor you need a compelling offer such as an ebook, templates or discounts.
3. Be image led
An image helps to convey your brand and to illustrate what the content of your landing page is about. It also helps to break up the page so that it is easy on the eye.
If you have video content then this is great for engagement place it above the fold.
4. Lead generation form
The ‘contact us’ form or rather the ‘lead’ form should be near the top of the page – above the fold. A name and email address should be enough information for a new lead.
5. Remove menu navigation
With a specific landing page for a focussed PPC campaign we advise to remove the main menu so that visitors are focussed on the call to action.
6. Be mobile optimised
Remember to optimise your specific landing page for mobile.
7. Landing page layout
Best practice tips for the landing page layout is best:
- Headline
- Image
- Lead capture form
- Call to action
- Relevant content
Digital marketing Croydon
If you need help with your landing pages contact us. We’re a digital marketing agency in Croydon.
With many marketing tactics whether organic or paid search advertising, we can provide a tailored marketing package to help you generate leads for your business. We offer PPC services where we can help with your PPC strategy and set up your next google adwords campaign. Book a free consultation.