Landing pages are important for two reasons – they motivate people to click further into the sales funnel and they capture user data so you can connect with prospects and create qualified leads. Though anyone can create a landing page, not everyone can do it well.
Landing pages are an indispensable part of an inbound marketing strategy. Approximately 96% of the people who arrive at your website are not ready to buy just yet – so a targeted landing page is essential to building a positive experience and helping prospective customers find what they need. Every campaign should have its own custom landing page that functions as a hub for your lead generation efforts.
With that in mind, let’s take a look at how to build a great landing page that converts.
1. A home page isn’t a landing page.
Visitors typically don’t arrive at your home page by accident – they’re probably already familiar with your brand if they searched for you through Google or typed your URL directly into the address bar. The home page is a general introduction to your brand, which is great for people who already know who you are and what you offer, but less ideal for people still getting acquainted with your brand.