Landing pages are an essential tool for converting website visitors into potential sales leads. Marketingsherpa's landing page handbook states that 68% of B2B companies use landing pages to gather sales leads for future conversion. 

What exactly is a landing page? 

The term "landing page" can be confusing. Some consider it to be simply a page that acts as an entry point for users, however in marketing terms it is much more than that.  A landing page in the world of marketing is a web page that is distinct from the rest of your website and is focused on one objective; typically, recruiting data from potential customers. These are also referred to as Lead Generation or Lead Capture pages. With this kind of page, a company typically seeks to get a relevant users' name and email address in order to qualify them as a lead. Normally, something will be on offer to a user in order to encourage them to provide their details. Some examples of what you can offer are listed below: 

  • Ebook 
  • Whitepaper 
  • Free Consultation or Demo 
  • Discount 
  • Entry to a competition 
  • Free Trial 
  • Checklists 

Landing pages are often used in paid advertising campaigns, such as on Facebook or Google Display ads. 

So now that we've covered what a Landing Page is, let's take a look at the key features of a landing page to use in a marketing campaign. 

What are the features of a good landing page?

One strong, clear call to action

One of the most important aspects of a landing page is the call to action (CTA). There should only be one CTA on the page, clearly displayed, perhaps even in more than one location, so there is no confusion about what someone is expected to do on the page, or about what might be on offer. 

Content that’s brief and to the point

Don't overwhelm users with content. The purpose of the landing page is to get them to perform one action, if you cloud the page with unnecessary content, they will be likely to click away. 

An attractive, eye-catching image

We are visual beings. We are attracted to eye-catching imagery that looks a little different by comparison to the rest of the imagery we are bombarded with on Social Media. Avoiding stock photos and creating something that draws the eye for the header of your landing page is likely to increase engagement from page visitors. 

Simple template design

As you might have guessed already, simplicity is key when creating your landing page. A complicated template design, like an overload of content, can overwhelm a user and make it unclear to them what the page is about. 

A data capture form above the fold

The "fold" is a term that comes from the print media industry. Next time you're in a newsagent, notice how the main headline, typically used to sell papers, is above the place where the newspaper will fold. You'll also notice any other interesting features are placed above the fold, such as exclusive offers, interesting features and supplements. This is because the news media know that people will be drawn in by "extras" and key stories that might trigger a reaction.  With your landing page, you want people to send their details in exchange for something of value to them, so that value offering should be above the fold with the form alongside it so it's clear to the user what they need to do to avail of the offering. 

Look back on the landing pages you've used in the past for marketing campaigns. Do they include the key features listed above? If not, it might be time to review your marketing output, or perhaps even your strategy. Dara Creative is currently offering company-to-company workshops where together we will review your current marketing activities and objectives and deliver our suggestions on what you need going forward. Take a look at this page and get in touch with us if you feel that it's something you could benefit from! We have a special discount available for Enterprise Ireland clients.