The Anatomy of a Landing Page

The ANATOMY of LANDING PAGE Converting visitors into leads is the first step in creating a relationship between your company and a potential customer. The more landing pages you have the better. Read to know to build the perfect landing page to increase to discover everything you need your conversion rates. WHAT IS A LANDING PAGE? A landing page is a page on your site that is designed to convert visitors into leads. A landing page is different from other pages in that it follows both of these criteria: It has a form that allows you to capture a visitors information in exchange for a desired offer The sole purpose of the landing page is to convert visitors into leads (ie a homepage with a form on it does not count as a landing page because it serves other purposes as well). LANDING PAGE BEST PRACTICES SmartBug MEDIA CREATE A COMPELLING HEADLINE 2 SUB HEADLINE CALL TO ACTION 6 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla ac eros rutrum, fringilla lorem quis, hendrerit nulla. Morbi lorem sapien, volutpat vel nisl eu, rutrum fringilla justo. Sed purus tortor, egestas vel mi ut, venenatis sollicitudin felis. Vivamus dapibus elementum mauris in semper. Integer mollis nisi quam, a facilisis enim Email First Name Last Name (3 • Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Volutpat vel nisl eu, rutrum fringilla justo. Company •Sed purus tortor, egestas vel mi ut, venenatis ac. 6. GET THE OFFER! TO ACCESS THE EBOOK, PLEASE FILL OUT THE FORM TO THE RIGHT. 8 TESTIMONIALS Vivamus dapibus elementum mauris in semper. Integer mollis nisi quam, a Vivamus dapibus elementum mauris in semper. Integer mollis nisi quam, a Vivamus dapibus elementum mauris in semper. Integer mollis nisi quam, a facilisis enim ultricies ac. facilisis enim ultricies ac. facilisis enim ultricies ac. 7 1 CREATE A COMPELLING HEADLINE You need to develop a headline that will capture the visitor's attention immediately and make them want to read on. It's the first thing they'll see when they get to your landing page and you don't want it to be their last. 2 EFFICIENTLY CONVEY THE VALUE OF YOUR OFFER Conveying the value of an offer concisely and effectively is crucial to the development of your landing page. Ever heard of the Blink Test? The blink test basically states that you need to convey your message and value before your visitor has time to blink, or between 3-5 seconds. INCLUDE BULLET POINTS As you know, humans have very short attention spans. When a prospect visits your landing page, make it easy for them to grasp your offer quickly by keeping things short and highlighting the benefit of the offer in bullet points. Remember to speak to their pain points and how the offer helps solve them. 4 BUILD THE FORM When you create the form for your landing page, be mindful of the number of form fields you are including. The number of form fields you have should correlate with the stage of the buyer's journey. Typically, on an awareness piece, you want to keep the forms brief and get basic information such as name and email. 5 REMOVE SITE NAVIGATION When building your landing page, you want to remove any opportunity for your visitor to leave the page. By removing site navigation from your landing page, this will allow your visitor to solely focus on the content at hand, rather than becoming distracted from other enticing links on your site. 6 INSERT IMAGES Who doesn't love a good image? Be sure to include a relevant and engaging image on your landing page to draw in the visitor. People are more likely to stay on a page if a captivating image is present. 7 ADD SOCIAL SHARING ICONS While you should remove all navigation from the landing page, it's important you include social sharing icons so that people can share the landing page with others across their social platforms. 8 PROVIDE TESTIMONIALS WHEN RELEVANT These days, people are always looking at reviews of products and services before making a purchase, and this can apply to landing pages as well. 9 MAKE SURE YOUR INSTRUCTIONS ON NEXT STEPS ARE CLEAR While a form on a landing page typically implies that you should fill it out, be sure to include copy that suggests this on your landing page as well (typically near the end of your copy). HELPFUL HINTS Below are some pointers to consider that many people may forget to tell you, but they can make all the difference in the world for your landing page: A PROOFREAD AIM TO KEEP YOUR TEST YOUR COPY ABOVE THE FOLD LANDING PAGE We wish this was a given, but unfortunately that's not always the case. You need to look credible when somebody visits your landing page. If you mix up “their" and “there," it looks sloppy and can deter people from converting. While this isn't set in stone, the longer the copy on the landing page is, the less likely you'll be to keep somebody's attention. Aim to be concise with you message and keep everything above the fold. Again, you'd think that's a given, right? It's not. Once you've developed a CTA that links to your landing page, and a thank you page that it redirects to, test the full process. Click on the CTA, fill out the form, and download the offer on the thank you page. Following the steps above will lead you in the right direction to converting more traffic into leads with landing pages. While some aspects above may seem tedious, you'll be glad you followed the steps in the long run, and the more you do it, the more it will become second nature. We're sure you'll like the results you see. * SmartBug MEDIA SMARTBUGMEDIA.COM