Present myself/my role at Acumatica Introduce topic
Landing pages are an essential component of inbound marketing. Essentially, they’re where your visitors “land” after clicking a call-to-action offer from your website, blog, social networks, etc. Takes time to plan and build, but in a flashy digital world, it’s more important than ever to design landing pages that immediately interest visitors. Include lead forms, which allow you to convert campaign prospects into leads. Visitors provide contact information through the lead form in order to receive the offer you’ve presented. Upon submission, they become a lead in your database. Landing pages can and should take different forms for different offers—may build differently for a page offering a whitepaper than for a page offering a demo. Create distinct pages for each promotion you run so that users can immediately access the offer. Sending them to your homepage forces more work on them and turns potential leads away. Landing pages are your means of achieving your conversion goals. Once you figure out where you want potential customers to go, landing pages help you get them there. According to Interactive Marketing Inc., keeping useful information on a single page can increase conversion by 55%. Have a dedicated page for each step (or a series of similar steps) of your conversion path.
Headline is the first thing people see, and with an average online attention span of 8 seconds, you must communicate your offer as clearly and concisely as possible. Don’t just state the title of your ebook or whatever—tell visitors exactly what the offer is. The body of your page should expand upon the offer mentioned in your headline. Specifically, it should outline why the visitor should claim the offer. Convey the value of your offer by explaining how it can address a specific problem or interest your target audience cares about. Include relevant details, but keep the page as crisp and brief as possible. “Get rid of half the words on each page, then get rid of half of what’s left.” --Steve Krug Write your copy with SEO in mind by using popular keywords for your topic where appropriate (Google’s Penguin algorithm punishes overuse). Hubspot ranks the failure to do this as the #1 mistake companies make when redesigning their SEO strategies. Users can only buy your product if they can find your product, and organic searches are overwhelmingly the most common method of webpage access. Relevant images attract attention—use them. 90% of information transmitted to the brain is visual, and the brain processes visuals 60,000x faster than text. Don’t overload the page—one or two simple, related images should suffice.
Each building platform has different advantages. Hubspot is very user-friendly—even the technologically challenged can work their way through its template builder. Tracking code is embedded in all of Hubspot’s page creations, so you don’t need to worry about acquiring one remotely and plugging it into your pages. It also lists suggestions for SEO optimization on each of your pages, allowing you to quickly adjust your content to better fit the digital world. However, it might not offer the degree of customization an advanced designer wants. Constructing pages yourself requires significantly more labor but allows significantly more room for aesthetic and functional changes. Explore your options and select whichever’s best for your current business. When your webpage goes live, double-check that the search engines are allowed to look for it.
Ensure that the look and feel of your brand comes through in your landing pages. Keep your language, colors, text, and logos uniform across site. Maintaining brand consistency will lend additional credibility to your pages and increase the likelihood that your visitors will fill out your form. The landing page should make it very obvious what your visitors will get out of your offer. Tell your visitors exactly what they are receiving, what benefits will come from it, and why they need it now. When visitors clearly understand the value of your offer, they will be much more inclined to fill out the form and convert. A good rule of thumb is to make sure your landing page passes the “blink test” – can the viewer understand the offer and what they need to do in less than 5 seconds? A conversion occurs when a prospective customer takes some measurable step toward purchasing. In the context of landing pages, conversions occur when visitors submit their information through the pages’ forms. The conversion path is a process of clicks that your visitors take to travel from one step to the next, ultimately ending with the action you intend for them to take. To understand your conversion path, you first need to identify what kind of conversion you’re aiming for. After you get their information, follow through by delivering what you promised. When you consistently provide your visitors and audience with quality content, you’ll turn them into advocates for your brand. Once leads submit a form, redirect them to a “Thank You” page where they can receive the content (or confirmation of the agreement) that you have promised them. You can include access to your offer, social media sharing links, secondary calls-to-action, and auto-response emails.
Determine effectiveness of your landing pages by tracking them with analytics. You don’t need to track every data point immediately, but make sure you set up your tracking to measure the success of your landing pages over time. Hubspot has tracking built into its framework. If you’re using Google Analytics or another evaluation tool, remember to paste the tracking code into your page. Different tools have different tracking specialties—dig around before focusing on one. For those just beginning to delve into landing page analytics, you probably want to focus on a few key data points, namely your traffic and conversion rates. Traffic: # of people who’ve viewed your page. Can offer some insight into size, composition, and motivations of audience. Conversion rates: % of visitors converting on your landing pages. Monitor to help determine which techniques have increased/decreased that number. Here are some other key metrics you may want to consider: Number of visits/visitors/unique visitors (monthly average) Top performing keywords (in terms of rank, traffic, and lead generation) Number of inbound linking domains Total number of total pages indexed Total number of pages that receive traffic Check your progress at least weekly to identify trends in traffic and conversion rates.
You now know how to define your conversion goals and intended conversion path and how targeted landing pages can address specific segments of your leads. You also learned how to optimize those pages for conversion. Use clear titles, descriptions, and layouts to quickly convey value and incentivize your visitors to fill out your forms. Keep your visitors focused on filling out your form by removing extraneous navigation, and keep your form length balanced. Finally, we talked about ways to track these numbers and use them to improve your future landing pages. Plenty to keep in mind, but remember Hubspot’s #1 and #2 SEO rules: Always add value and be yourself. By following the guidance in this presentation, you’ll be able to build some beautiful, focused landing pages of your own. After that, lead conversion and sales are sure to follow.
Building Landing Pages that Sell, by Chris Hawley
Designing landing pages for lead
Components of Landing Pages
A web page to which you direct users; contains offers
and tools for data collection
Components of Landing Pages
First place users’ eyes fall—should summarize offer
The body text fully explaining and incentivizing your
Images or video clips that grab attention and
augment the copy
What visitors submit to claim your offer
Information collected here turns visitors
Call to action (CTA)
Link that lets visitors claim their offer
Components of Landing Pages
Components of Landing Pages
Simple and clear
Emphasize major points early on with bullets or
Should be sparse to encourage visitors to stay on
page and complete form
Succinctly summarize your page for search engines
Select comprehensible URLs; dashes > underscores
• Template builder
• Suggestions for SEO optimization
• Collects tracking data
• Internal coding and design
• More labor but more options for personalization
• Remember to allow search engines to crawl pages
Integrating Landing Pages
Maintain site consistency
Landing pages should clearly reflect brand
Explain comparative value
Make sure visitors can immediately identify offer through context and
Blink test—can visitors understand in < 5 seconds?
Identify conversion path
Steps visitors take to travel from one point of the buying process to
Conversion occurs when visitors submit their information via form
Deliver what you’ve offered in a timely fashion
Redirect to thank-you pages after form submission
Select analytic tools
Hubspot, Google Analytics, Moz, SimplyMeasured,
Monitor relevant values
Traffic, conversion rates, others you identify
Check performance at least weekly
Adjust pages accordingly
Implement successful strategies elsewhere
Landing pages should be crisp, informative
platforms for offering value to customers in
exchange for information
Simple and intuitive design is best—keep audience
focused on the offer and the form
Remember to keep things human!
Regardless of technical guidelines, craft your content
with real people in mind