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.