You’ve heard us talk about inbound marketing and how producing quality content can help generate sales. You’ve also probably heard us or other marketers talk about this buzzword called ‘landing pages’ and how they are an extremely valuable lead-capturing tool that is vital to the inbound marketing process.

But what is a landing page?

You might believe that a landing page is simply a page on your website that a user might ‘land’ on and maybe take in some information before moving elsewhere on the site. While that’s partially true, a real landing page is so much more than that. A true landing page is a page that is specifically designed to capture information about a user via a web form.

How it works

On your website, the user will be presented with an offer that is specific to the content they are reading. Let’s say you’re reading a blog post about 101 ways that cauliflower can save your life. At the bottom of that post you’re presented with an offer called ‘The 10 best cauliflower pizza recipes from Pinterest.’

Step one is throwing the cauliflower in the trash while you order a real pizza.

Once you click on that offer you’re brought to a landing page where you’ll be prompted to fill out a form with some basic information like your name and email address. Upon submitting the form you then get access to the recipes you’ve come for and in exchange the company gets permission to send you some more targeted content and offers down the road.

It’s important to note that not all web pages are landing pages. Just having a contact form on your home page does not make it a landing page. The sole purpose of a landing page is to capture that valuable lead information via a form that is specific to the offer you’ve given them, so you’ll want minimal distractions on that page. This includes removing any non essential navigation, meaning your website menu and footer contact info can all be hidden on a landing page. The only action you want a user to take on a landing page is to submit that form in order to get them onto your mailing list. Once they’ve given you their name and email address, you can then use smart forms to start capturing a new set of information on the person the next time they visit a landing page. This helps you build a more precise profile on each lead.

Landing pages are also only one part of the inbound marketing process that helps you attract visitors, convert leads, close sales and excite clients into becoming promoters of your brand. Find out how you can start building a profile on your dream customers so you know exactly who you should be targeting:

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