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Monday Marketing Tip_Landing Pages

The purpose of a landing page is to get your visitors to fill out a form so that you have their contact information. Once you have that, your sales team can nurture and guide them through the buyer's journey. Here are some best practices to keep in mind when designing your next landing page.

1. Make sure your messaging matches the landing page

This sounds obvious, but it's often overlooked. If you have a call-to-action (CTA) that says "download our free resource," make sure that it takes them to a landing page where they can download that resource. This is especially important to running a paid advertising campaign because you will be dinged relevancy points if the content doesn't line up.

2. Make sure there is a single focus

Design the landing page so that the form is the only thing for the visitor to focus on (other than the page copy that provides more information as to why they need to fill out the form). That includes removing the main navigation from this page. You don't want them to get distracted and migrate to a different page, at least not yet anyway. That also means not having any other calls-to-action on the landing page. Save the CTAs for complementary content on the thank you page they'll be redirected to after submitting the form.

3. Include content that inspires a form fill

The more engaging you can make your landing page content, the more likely it is you will get a form submission. For example, a video is going to be much more effective on a landing page as opposed to just text. You also want to make sure your content speaks to the needs of your buyer personas.

To make sure you are fully in alignment with your messaging and the needs of your target market, ask your sales team what pain points they encounter when helping a lead through the buyer's journey.

4. Only ask for essential information

The amount of information, type of information, and sheer length of your form could deter your visitors from filling it out. Only ask for the bare minimum you need in order to get someone started in your marketing and/or sales funnel. Asking for too much or asking for information that your visitors may not be willing to give up creates a major barrier to filling out that form.


With these points in mind, you are well on your way to designing high-performing landing pages that will actually convert leads. Creating landing pages that convert visitors into leads that your sales team can act upon is vital to growing any business.

If you would like more information on industry best practices and how to best align your sales and marketing efforts, join us in person March 24th from 5:30 - 7:15pm at Backcountry Pizza & Tap House in Boulder, Colorado. This is a FREE event and food and drink will be provided. Hope to see you there!

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