How to Create a Landing Page that Converts

Landing pages are key to gathering lead information and ultimately converting leads to clients.  Landing pages are simplified versions of your website created specifically for a marketing campaign where a visitor lands after clicking a link found in an email or advertisement.  

Call to Action

Landing pages are focused, with a direct aim and call to action.  Depending on your business goals this may mean a lead generation form to collect contact information to follow up with leads, or it may mean having visitors complete some sort of transaction, for example signing up for a free trial or actually purchasing a product.  You want to make sure that your call to action is clear.  While website pages have many avenues for exploration, the fewer links you have within your landing page the better.  Minimizing the number of clicks for your visitors ensures fewer distractions and makes it more likely that they will actually complete your call to action.

Communicate Your Brand

Since your landing page doesn’t have all the information included on your website it is extremely important to convey the most important aspects of your brand.  Be sure to answer these three questions: who you are, what you do, and why you should be trusted.  But remember to keep it brief!  Use clear and concise headlines and personalized imagery to convey your brand and values.  Take our very own landing page for example - simple, direct, and to the point!

Promote Your Landing Page

No one is going to be directed to your landing page if you don’t promote it! Utilize social media and email marketing to advertise your landing page.  However, you don’t want to just insert the link to your landing page anywhere.  Since your landing page has a specific call to action, you should create a specialized campaign that reinforces what you want your visitors to do.  If your call to action features a free trial then you don’t want to lead customers who already pay for your product or service to your page.  Segment and funnel your leads where you want them to be directed.

If you’ve never utilized a landing page before, or have more questions feel free to reach out to us!  Here at PPL Labs, we want to help you drive up your conversion rates, boost sales, and create beautiful, effective online marketing.

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