A landing page is a website page specifically designed to convert visitors into leads.

Landing pages are an essential component of your inbound marketing strategy. They’re like launch pads for the numerous prospects that visit your website. Whether your goal is to generate leads, sell products, or collect data, your landing pages are where the action happens.

You want your landing page to be the first page that a visitor gets to instead of the home page of your website. When you know a stream of targeted traffic will be coming to your website, you can increase the likelihood of converting that traffic into leads by using a targeted landing page instead of sending them to your website home page.

Visitors typically find a link to your landing page from a Google search, email campaign, Google ad or social media campaign. The ad or other source is engineered to drive traffic to the landing page.

The content of your landing page is very specific and typically for the one product. The content and CTA (Call To Action) is designed to get the visitor to engage.


Well crafted landing pages:

Have no Navigation. Limit the number of exits from your landing page so that your visitors are focused on filling out your form

Have a clear and concise heading

Offer something of value in return for visitor details

Use relevant imagery

Have a Lead Capture form

Use creative buttons (don't use Submit)

Have no distractions

Save data to your CRM automatically

What are you offering?

With your landing page, you want a visitor to engage by giving you their details such as name, email, phone etc so you can contact them with further marketing or lead nurturing. As a financial service company, you may want to offer a free insurance review or a download such as a product information sheet or case study. As you receive the visitor data into your CRM, they are now a lead that can be managed based on your inbound marketing strategy. All landing pages need an offer, this is your value proposition

Lead capture form

The lead capture form is without a doubt the most crucial element of your landing page.

Your form is how your visitors will supply information in exchange for your offer. Without this form, you cannot collect the necessary data that helps you market to potential buyers. Naturally as marketers or salespeople, we want to ask for lots of information from visitors. Visitors, on the other hand, want to spend as little time as possible filling out the landing page to get access to the offer they're trying to get. That means the number of fields on a landing page is a balancing act between user experience and business needs.

Very important for the financial services industry. Any time you request contact information from a visitor to your website, you should provide an explanation about how you plan to use email addresses and phone numbers. Display a link to your Privacy Policy close to the Sign up/Download button on the lead capture form.

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