Building Effective Landing Pages
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Demand MetricBuilding Effective Landing Pages
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Demand MetricBUILDING
EFFECTIVE
LANDING PAGES
HOW-TO GUIDE
Building Effective Landing Pages
HOW-TO GUIDE
A landing page is a single webpage designed to increase your conversion rates and generate leads.
When a visitor clicks on a search engine result or online advertisement, they are directed to a single
webpage called a landing page. When a large amount of targeted traffic visits your website, you
can increase the probability of converting that traffic into leads by using a landing page. The goal
is to convert visitors into sales leads by using a lead form. A landing page ideally contains all the
information necessary to help qualify a visitor as a lead, and includes some mechanism, such as a
form, to capture their contact information.
A successful landing page targets a particular stream of online traffic. Visitors can arrive by
clicking on a search results list, online advertisement, email campaign advertising, white paper,
banner ads, etc. Due to the fact that visitation is targeted and offers something valuable to the
visitor, you can convert a higher percentage of your website visitors into quality leads when you use
a landing page.
This How-To Guide outlines different types of landing pages, and how landing pages affect
conversion rates and lead generation, followed by a detailed action plan on how to create and
optimize your landing page.
Types of Landing Pages
Having provided the definition of a landing page, we’ll introduce two types of landing pages:
Reference and Transactional landing pages. You should choose the type that best fits your organ-
ization's goals.
Reference
A reference landing page displays only pertinent information relevant to the visitor.
Reference landing pages can employ a variety of content types: text, images, videos, and
links to other web pages.
Transactional
The goal is to have the visitor take a desired action (conversion).
The content on the page persuades visitors to complete a transaction, often filling out a form
or a similar call to action on the page.
Key contact information, such as phone number or email, is captured to add the lead to a
mailing or marketing list.
2 BUILDING EFFECTIVE LANDING PAGES HOW-TO GUIDE
Advantages for Marketers
Conversion Rates and Lead Generation
Landing pages are one of the most important elements in lead generation. They have two main
goals, both very important for marketers: conversion (as measured through conversion rates)
and lead generation. These two concepts are closely linked. The higher the conversion rate for a
landing page, the more leads you gain.
Comparing optimized landing pages to your homepage as a place to guide your site visitors,
landing pages almost always enjoy better conversion rates. When you know that a targeted
stream of traffic is being led to your website, you can increase the conversion rate of that traffic
into quality leads by using an optimized landing page.
Relevant, optimized landing pages generate higher conversion rates, which result in more leads
whenever someone clicks on your ads or opens your emails. By directing your visitors to landing
pages, you can capture more leads. To ensure the highest possible conversion rates for your
landing pages, pay attention to these details:
Headlines
A captivating headline is the first thing visitors see.
The biggest opportunity for higher conversion rates comes from well-written, compelling
landing page headlines.
Call to Action
Calls to action represent the second biggest opportunity for higher conversion rates.
A landing page provides the opportunity for just one conversion per visitor, so your call to action
needs to induce the visitor to provide you with the their contact information and complete the
desired transaction (sign up, register, purchase, etc.).
Content
Have a lead paragraph that builds on your headline and describes your value proposition and
benefits.
Provide content that keeps the visitor reading your content. The longer a visitor stays on your
landing page or website, the greater the chance they will convert.
Write your content to inform and persuade, recognizing that most visitors will not have made a
decision about completing a business transaction with you.
3 BUILDING EFFECTIVE LANDING PAGES HOW-TO GUIDE
Images
Describing your strengths and advantages is important. Using images to do this will increase your
conversion rates.
Professionalism
Having a professional look helps convert significantly more of your website's qualified visitors into new
customers. Don’t skimp on website design, as your design conveys the quality and professionalism
of your organization.
Carefully proofread all your web copy. Typos and grammatical errors will lower your conversion rate.
Bottom Line
Landing pages are crucial in increasing conversion rates and generating leads. By having a simple
and easy to use landing page with minimal exit points, a catchy headline, obvious call to action
buttons and images or videos, you can successfully use your landing page to generate leads and
make sales.
Remember the differences between a homepage and a landing page, and test your landing page
frequently to make improvements that ensure your goals are being met.
4 BUILDING EFFECTIVE LANDING PAGES HOW-TO GUIDE
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