“What the heck is a landing page?”
Whether you are asking yourself this question or if you have made what seems like hundreds of landing pages in your career, we created this infographic an informative learning tool and reminder of the anatomy of this very important content marketing tool.
If you aren’t familiar with the term, know that landing pages are essentially mini webpages that educate and entice prospective customers or consumers about something you are sharing that will help them to solve a problem or inspire them. For a buyer, your landing page may ask them to fill out a form to download a thought leadership white paper from your company. For a consumer, a landing page may entice them to enter a sweepstakes to win a prize.
No matter who your intended audience is, the most successful landing pages all follow a straightforward layout and include these key components. If you’d like to create landing pages as a part of your company’s content marketing plan, here’s what you need to include:
- Eye-Catching Headline
Since this is the first thing the visitor reads when visiting your landing page, you want to make sure your headline immediately grabs the attention of the reader, is relevant to what the offer or service is and makes them want to read even more about what you are offering. A headline can make or break a potential conversion, so make sure it is a good one!
- Supportive Subtitle and Introductory Content
Support your headline with an eye-catching phrase and quick overview of what you are offering the visitor in exchange for information from them. You don’t need to get in the nitty gritty here, just a simple explanation of how this offer or service will benefit the visitor!
- Relevant Image or Video
Image. Is. Everything. When reading information, people likely remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. This statistic alone explains why you MUST include a visual on your landing page. Even if the visitor doesn’t convert that same day they visit, they may come back a few days later because they remembered what you are offering.
- Detailed Content
This is where you can get into all the details of your offer or service. Let your visitor know exactly what they are by from giving sharing their information. A good way to organize this section is into bullet points of the main perks or benefits of what you are offering.
- A Form
Forms are what help your company gather new contacts and their information, as well as gain additional information for your current contacts. The form you put on your landing page is arguably one of the most important aspects. Be strategic about what questions and information you are gathering and use this information to your advantage in the future. This will help you push your contacts through the sales funnel and get you the leads you need!
After the visitor is done taking in all the information on the page and filled out the form, it is important that the visitor knows exactly what to do next and is enticed to move forward. Using first-person phrasing increasing click-through rate by 90%! Example: "Start my free 30 day trial" vs. "Start your free 30 day trial."
Landing pages are just one small aspect of a much bigger movement – inbound marketing. Here are a couple of our most recent landing pages to check out as examples:
Professional Recipe and Photography Package – Amp up your brand’s recipes and photography to deliver valuable inspiration and education to your consumers while showcasing the beauty of your fresh produce!
Building a Better Website eBook – Download your free guide to walk you through building and developing your website, informing you of rules to live by and best practices to keep it producing on behalf of your brand.
Free Marketing Consultation – Schedule a free marketing consultation with us for any immediate help as you wrap up preparations for Fresh Summit or long-term strategy discussions for 2018!