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Chapter 32—Landing Pages

A landing page is a single webpage hosted on your site that
catches visitors who arrive from search engines, e-mails, or
ads and converts them into prospects. Landing pages focus
on a single topic and many can be built from the same, basic
template. They are cost-effective, quick to produce, and can
turn anonymous web visitors into valuable prospects.

Whether your landing page offers a white paper, collects event
sign-ups, or provides other valuable content, the main goal of
the page is to get the visitor to accept your offer.

Software like Hubspot makes it easy for companies to create
landing pages. You can also hire a web development company
to create one for you. You can then replicate it yourself for
future landing pages.

Follow these tips to optimize landing pages and deliver a strong,
clear message that encourages visitors to take the next step:

• Brand Your Landing Page
Your company name and logo should be prominent on
the landing page, so visitors know what site they are on.

• Be Consistent: Match Your Landing Page With Your Ad
Industry professionals click ads that interest them in
order to learn more, so be sure that your landing page
matches the ad and adheres to your brand guidelines.
Repeat your offer by using the same text, graphics, and
colours. This will reassure visitors that they’ve clicked
to the right place.

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© 2012 Lisa Shepherd