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Anatomy of an Effective Landing Page

May 1, 2018 Allison Gibbs

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For most organizations, the primary purpose of a corporate or non-profit website is (or should be) to generate leads. Lead generation is the lifeblood of your marketing efforts and is necessary to keep the sales pipeline full.

Lead generation can be accomplished a number of ways and utilizes specific tools. One such tool is a landing page.

A landing page is a customized page on your website that invites the user to take some specific action, such as filling out a form or clicking a "buy now" button. Landing pages can be very effective lead-generation tools if they are used and structured correctly.

Let's take a look at how to make a landing page successful.

1. Promote the landing page with calls to action (CTAs). Many people create landing pages and then hope they will get found via search engines or the occasional link here and there. In order to be effective, your landing page must be promoted throughout your website when the content is appropriate. A CTA should be prominent and descriptive to encourage visitors to click on it.

2. Write a strong headline. Make sure your landing page headline clearly states what the landing page is also about. Keep it action-oriented, such as "Download the 7 Secrets to Training Your Cat to Fetch the Paper." Who could resist that one, right?

3. Write compelling and descriptive copy. When visitors arrive at your landing page, tell them what to expect and make it sound interesting (because it is, right?) to encourage them to take the next step. If you're offering a download, tell them exactly what they'll get and why it will help them. If you need some pointers, grab a copy of our ebook: How to Write Great Content for the Web.

4. Remove all distractions. The last thing you want is for your visitor to move on to something else without taking action so get rid of things like website navigation and any other CTAs. The visitor should be presented with only the next step, such as the form or the "buy now" button.

5. Make it visually interesting. If you are offering a product, include a shiny photo of it. If you're offering a downloadable document, feature the cover prominently embedded in the content so it looks enticing. This also helps increase your click-through rate when you share your landing page on social media because it has a nice preview image.

6. Be careful about the length of the form. If you are offering a download, be intentional about how much information you ask on the form. If you want more lead volume, keep the form short and perhaps only ask for email address and maybe name. If you want fewer but higher-quality leads, consider asking for more information.

7. Auto-fill lead forms for repeat visitors. It can be frustrating for visitors to come back and fill out additional landing pages on your website and have to type in their information all over again. Make sure you save their information so that your other landing pages automatically fill in data they've already submitted. This removed friction from the process and increases the chances that they will submit the form.

These guidelines will ensure that your landing pages are effective. Questions about landing pages? Post in the comments below and we'll answer them!

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