The Anatomy of a Landing Page

Hello everybody,
This week on Hubspot we learned about landing pages.

Landing pages are a website page specifically designed to convert visitors into leads. They work like digital sales reps. It goes along with the concept that I'll give you something, if you give me something in return. Landing pages are the heart of the conversion process. They convert unknown visitors to known leads which provide you with the necessary information to begin fostering a relationship.

Elements to a high quality landing page include offer, buyer's journey, buyer's persona, and landing page best practices. A landing page offer is something offered by an organization that had perceived value to website visitors other than the core products of services the organization sells. You landing page and offer must be in harmony with what your persona is looking for based on where they are in the buyer's journey. 71-89% of purchase decisions start with a search engine. 50% of leads are qualified but not yet ready to buy. The businesses that are the most educators will be the most successful. There are two major ways to fail when it comes to knowing the buyer persona. First is the persona relevancy factor; if your offer is attractive to a buyer persona, but not to your buyer persona, you'll get leads that will never close. Next is the persona irrelevancy factor, which means your landing page is irrelevant to all personas, meaning you won't convert anyone into leads.

And here are landing pages best practices

• Write clear, concise, compelling headlines
• Explain the value and importance of the offere to your persona
• Use bullet points to make information easily digestible
• Select the appropriate number of form fields for your offer (the more important your offer the more personal information you can ask for)
• Remove navigation and all links
• Include a relevant image, gif or short video
• Add social media share icons
• Add testimonials when relevant
• Use industry awards and recognition

Now you know all about landing pages,
until next time,
-Caitlin Campbell