Every page on your website should have a specific purpose and clear next step. Sometimes that purpose is to connect the visitor to more information. Other times, the purpose is to collect contact information so you can direct more specific and relevant messages to prospects.
When contact information is your objective, then you need to think about creating a topic specific landing page. So, to help you plan your landing page, we have collected some of our best resources on the topic.
Anatomy of a Landing Page
Although this interview is a few years old, the lessons outlined by Chris Lucas of Formstack still hold true. If you are not familiar with Formstack it is a contact form building tool. They were one of the first companies to create a truly drag and drop form builder which didn’t require any coding background.
Even web novices can use the Formstack tool to build simple or complex forms and even complete landing pages. As they rolled out their tool, they spent a lot of time studying effective landing pages. We were excited to sit down with Chris to talk about what they learned. You can listen to the conversation here:
Landing Pages and Google AdWords
On a regular basis I talk to business owners who have tried an AdWords campaign and been frustrated with the lack of results. As we dive into the metrics I often discover that they used their home page as the landing page for the ad.
This makes no sense. You have already attracted the attention of a customer who has a very specific need. They have selected you because your ad promised to answer a question or fulfill their request. Your home page is much too general. You will have significantly better results if you drive them to a very niche landing page.
Improving your landing page.
Maybe you have a bright shiny new website. You are promoting it with links to your home page and interior landing pages, but you don’t seem to be converting visitors to prospects. It is time to find out why your current landing pages are failing.
Landing Page or Lightbox?
In this episode, Jarred and I discuss our preference for landing page lead capture techniques over intrusive lightbox techniques. You’ll learn why and how to build a basic landing page to start collecting customer data and the tools you can use to optimize your page for more conversions.
Landing pages are the first critical step in a process designed to shorten your sales cycle. For more information download our guide to auto-response campaigns.