Building optimized landing pages that get results

A landing page is the first web page your visitors see after clicking on a link in search results, emails, and/or social media links. It’s important to have distinct landing pages based on the group you are marketing to. For example, prospects who are directed to your website after clicking on a Google banner ad should see a different page than those who clicked a ‘special offer’ link on your Facebook page. You want to send prospects to a form of some type in order to collect personal data for future marketing purposes, whereas the latter should be sent directly to the ‘special offer’ details. 

By following these tips and techniques you will be building optimized landing pages to generate leads and ultimately, increase sales in no time.

• As previously mentioned, direct different groups to different landing pages depending on why they were sent there in the first place. If they clicked your link to ‘learn,’ ‘find out,’ or ‘download’ ask them to fill out a quick form.
• The form should not be a ‘contact us’ form. Instead link to a simple form that asks for their name, company name (if you are a B2B marketer), email address, and phone number. You can ask for other information as you see fit, but remember that the shorter the form, the more likely people are to fill it out.
• Be sure your landing page title is consistent with the link and surrounding text. You don’t want anyone to think they were directed to the wrong page. If people get confused they will lose interest and you will lose a lead, and possibly a customer.
• Each landing page should include sharing buttons. Ask your audience to ‘share this special offer’ with friends and/or colleagues.
• Include links to your social media profiles. Also, if you have a newsletter, ask them to sign up. You want to build and maintain relationships with prospects and get them to help spread your message.
• Now that you got someone to visit your website and ‘download’ or ‘sign up’ you want to keep them there and prompt them to purchase something or inquire further about making a purchase. Hide links that would allow the user to navigate away from the landing page. Once they have completed the task at hand, the ‘thank you’ page can include navigation links again.
• If your landing page allows your audience to download a white paper, ebook, sales sheet, etc. make sure you have social media links embedded into the pdf so they can share it with their networks. The link contained in the tweet or status update should direct the new prospect to the original landing page.
• Once you have new leads, be sure to follow up. Use targeted promotions based on the information you just collected from them (ie. type of product or service needed). Don’t wait days or weeks to make contact with new prospects. More than likely they are looking to make a purchase pretty quickly following their inquiry. Send an automatically generated email after they fill out the form and/or have a customer service representative contact them as soon as possible.

If you want the most optimized landing pages for your marketing campaigns, submit a brief now!

Why not show us examples of great landing pages and campaign success – leave a comment or tweet!

Tonya

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