But what is a Landing Page? As the name suggests, it is a web page where we “land” after clicking on a “Call-to-Action” (CTA) whose message we consider interesting. Including a form on the Landing Page is essential for visitors to convert into leads. And how do you get visitors to convert? By providing a valuable “offer” that makes them willing to provide their personal data in order to benefit from it – for example:
Download of educational content (eBooks, reports, white papers) – without a direct commercial nature, but fully identified with the company and which gives it credibility as an authority on the subject
Register for webinars/events (or view the recording later)
Access to trial versions of products
Access to free consultancy/diagnostic services (which may uk number list later lead to further services or purchase of solutions)
Capitalize on traffic generated into qualified leads
To be effective and achieve its objective, the construction of the Landing Page must meet certain requirements and be fully aligned with the original CTA so as not to disappoint expectations :
Simple, clean, well-organized layout with immediate visualization of the value of the “offer” and what is needed to “redeem” it
Well-written, direct, shareable and truthful content
Convincing title , clear description of what is being “offered”, illustrative image , bullets summarizing the benefits/value proposition and form with button to activate access (definition of fields according to the “offer” and target, quick to fill out, optional and mandatory items, not too invasive but allowing the lead to be qualified, for example by function/sector, link to privacy policy)
Minimizing elements that could take the visitor to another page and distract their attention
Integration with social networks to encourage sharing, increasing the reach of the message to those who are actually interested (it is only shared if the visitor considers it valuable for themselves and their network of contacts)
Creating a thank you page and sending an email with a direct link to the “offer” (so that it can be viewed wherever and whenever you want) and encouraging new actions based on the information collected in the form (qualifying and working with leads until they become customers – from the top to the bottom of the funnel). For example, if you are a law firm that downloaded an eBook, in the thank you email you can indicate that there is a report that may be of interest to you. And later, invite you to test the product specifically for this sector. And so on.