The main objective of a true landing page is to convert traffic into more qualified leads. That’s all well and good, but how do we know if it’s working? The success of a landing page is usually determined by the percentage of views that result in a submission. A high submission rate can be attributed to a great offer. In short, it pays to create quality landing pages.

So what makes a good landing page? What makes it effective? Here are a few do’s and don’ts to consider:

Do know your visitors: Write content that is directed to your buyer personas, providing them with a well defined offer and explain to them clearly why it is going to be of value to them.

Don’t play to all audiences: Remember that a landing page is supposed to target a certain persona. This should be narrowed down to someone that is at a certain point in your sales process. By attempting to build a single landing page for all stages of the sales process, the page effectively becomes jack-of-all-trades but master of none.

This bad boy can do a lot of cool things, but an appendectomy ain't one of them - no matter how drunk you are on Thanksgiving.

Do keep content concise: Make sure to confirm with the visitor that they are in the right place with clear, compelling headlines and make use of bullet points to make info easily digestible. Including a relevant picture to capture interest is also a good idea.

Don’t complicate things: A landing page should be focused on one goal. Make sure there is a relevant call to action on the page and remove all other navigation that serves to distract from the goal of clicking that CTA.

Do offer thanks and follow up: After filling out a basic form and clicking the CTA, the visitor should be sent to a Thank You page where they can receive the offer they’ve signed up for. At this point, a follow up with the prospect is in order via whichever method of contact you’ve included in your form.

Don’t be scared to ask for valuable contact data: The whole point of landing pages is to move potential customers from one tier of the sales funnel to the next. During the Attract phase for example, you might only ask for a name and email address. Then as we move these contacts along the workflow, we may begin asking for a little more info each time in order to gather as much valuable data as possible and start building a profile on each lead.

Landing pages are an invaluable asset to your website. Not only are they a great way to gather valuable contact data, but they are also an excellent way to measure marketing campaigns. A certified inbound marketing consultant can help interpret your landing page analytics and guidance in developing your inbound marketing strategy.

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