What is a Landing Page?
In the world of digital marketing, a landing page is best described as a standalone webpage that’s used for conversion. For example, you may want to obtain a prospective customer’s email address or sign them up for a free trial or demo. You may even want that prospect to make a modest credit card purchase like for a book or online course. A good landing page is highly targeted to a specific campaign you are running and is usually the page your visitors “land” on after they click a Call-To-Action elsewhere on your site or a pay-per-click ad with an offer. These offers can vary, from content (i.e. whitepapers, webinars, and ebooks) to services (i.e. demos, trials, or consults). Since the sole purpose of your landing page is creating a conversion, site navigation is seen as a distraction and removed from this page. You want your visitor to be able to focus on the task at hand -- filling out the form!
Designing your landing page can be tricky. Landing pages require specialized design, are unique to each offer and differ from every other page on your site. That being said, it’s important to make sure that your pages are clear, concise and to-the-point while enticing the visitor to give you the information you need to start the process of converting them to a potential customer. Landing pages need to keep the visitor on the page long enough to see the value in what you’re offering and convert.
Many digital marketing platforms, including HubSpot, recognize how crucial landing pages are to any marketing strategy and provide special purpose tools for designing and implementing landing pages directly on their platform. In this post, we discuss the best elements of a successful landing page and how HubSpot can help.
The Elements of a Good Landing Page
We’ll now walk you through an example of a landing page using a fictional doghouse company, Danny’s Doghouses.
Danny wants to provide value to his potential customers by offering expert advice on a topic that pains most dog owners -- house training! He decides to create a guide titled, The Dos and Don’ts of House-Training your Small Dog. In this piece, Danny walks the reader through house-training best practices, what to avoid and how having a doghouse is beneficial to this process (pro tip: always tie in the benefits of your product or service). Since this piece is geared to small dog owners specifically, Danny’s tailors the piece toward those considering purchasing or adopting a smaller breed. By narrowing down his audience, and customizing his guide to match, Danny has a better opportunity to deliver value by addressing specific pain points in this segment.
Danny decides to send out an email blast to promote this new guide. To focus on the most qualified prospects, he segments his list to those people who have previously clicked on 2 or more blog posts about small dogs. He sends the email out to this segment with a short teaser of what’s in the guide, how it can help, and a CTA (call-to-action) to download the guide. If the potential customer clicks the download CTA within his email, they are taken to the landing page. The purpose of this landing page is to tell the prospects what they should do and why they should do it.
Now, you may be wondering, what elements can Danny include on his landing page to really draw in the prospective customer? We’re glad you asked.
- Headline. A headline should be specific, succinct, and describe exactly what your visitor will get for their information. Danny should create a headline that refers directly to the customer pain point and offer a solution.
- Logo. Danny wants to be sure his visitors know that the offer a) is credible, and b) is from him. In other instances, they might land on his landing page via a social media share, paid ad, or other external sources. His logo on the page informs them that the offer is valid and reinforces that it comes from his company.
- Description / bulleted list. Danny should briefly describe what’s in his content offer. His visitors want to know that his content has the information they’re looking for, so he gives them an outline of what is included in the content offer. This description should be very brief and/or in the form of a bulleted list for easy scanning.
- Form. It can be confusing to lay out the form you want your visitors to fill out. Danny should request as much information as possible without scaring off his visitors from converting into leads. The shorter the form, the more people will be willing to fill it out, but a longer form will give you a higher quality lead. Additionally, leads further into the buyer’s journey will be willing to give different information than brand new conversions. Figure out what kind of form is right for your landing page, and try to mirror the value you get from the form with the value of the content offer. In HubSpot, you can take advantage of the Smart Fields feature to fill in forms with information your leads have already given (to help them speed through the process).
- Submit button. Many landing pages have a submit button that simply says ‘submit’. But Danny knows that he can improve conversion rates by customizing the submit button with a Call-To-Action, such as “Download Now”.
Here is an example of what Danny’s landing page looks like:
So, to summarize:
- Keep it short and sweet! Get to the point quickly and without any major distractions.
- Less is more. When it comes to site navigation, you don’t want your potential customers to stray!
- Offer value. What is your content offer? Does it address your customer’s pain point?
You’re probably thinking, “This seems like a lot of effort just to create a download form,” and if you’re not using a marketing automation software, you may be right. Luckily, HubSpot offers a multitude of tools to make this a quick and easy process.
Using HubSpot to Build your Landing Page
HubSpot makes it easy to build and design personalized landing pages for your specific needs. You can either choose an already optimized template or use the built-in editor to build your landing page from scratch. It’s easy to add/edit copy, images, CTAs, and forms. From here you can analyze, test and optimize the performance of your page -- all in one platform! We’ll now walk you through the benefits of using HubSpot to make your landing pages.
Getting Started is Easy
Navigate to Marketing > Website > Landing Pages and from here, select Create Landing Page. You can then toggle between “My Templates” and the “Marketplace”. In the Marketplace, you can search “landing pages” and find pages and pages full of templates ready for you to use!
After you’ve decided whether to use your own template or download one from the Marketplace, you can begin to edit your landing page to your specific campaign.
Create Your Own Templates
Can’t find a template that you like? Create your own! In HubSpot, you can create your own templates from scratch using the Design Tool. All of the pages you create through HubSpot begin with a template or a basic design for the style and layout of a page (without any of the content). Templates are the foundation for all of your content, and having them ensures that your website has a consistent design. Templates also make it easy to create new pages as you need them. You can create different templates for different styles of pages, including landing pages.
If you have recently migrated your website or blog to HubSpot, the HubSpot Technical Services team may have set up templates that are available right away for you to use. But, if not, you can create a basic template from scratch. In addition, if you’re an experienced coder, you can also code your page template in HubSpot using HTML and HubL.
Optimize Your Page for SEO
Even though your landing page is a standalone page, it can still be optimized for search engines. HubSpot’s landing page tool has a built-in SEO optimizer that will give you suggestions to improve your page. You should also be sure that your landing page is mobile-friendly, especially if you have a lot of inbound mobile traffic. It’s particularly helpful to do this in HubSpot, as the modules used in their template builder are already responsive by default! This way, you don’t have to worry about your page stacking incorrectly or images looking warped on your tablet or phone -- it’s already done for you! If you decide to use a landing page from the marketplace, and you have an issue with your design, typically you can contact that web page designer directly for assistance. You can also head over to the design forum for feedback, questions or help!
Additionally, you can connect your landing page to the relevant topic cluster. A topic cluster, according to HubSpot, is a content program that enables “deeper coverage across a range of core topic areas, while creating an efficient information architecture in the process.” Choose the topic cluster you want to connect your landing page to in the SEO tool, and connect it to the relevant pillar page and/or other pages in that topic. The images on your page should have filenames and alt-text that relate to your topic and the relevant keywords.
Previewing Your Landing Page Before Publishing
You can preview your page before you publish it on HubSpot. This can be a useful tool to ensure that everything operates correctly, and to fix problems before they interfere with the operation of your landing page.
When you preview your page, you should also submit it to the relevant department heads and/or clients to get their approval. (You should always get approval in writing before you publish.) When you’ve gotten approval, publish your landing page!
Creating a Thank You Page
After your prospect fills out the form and clicks the CTA (in Danny’s case the “Download Now,” button), they are then redirected to a thank you page. Often overlooked, this page acts as an additional resource to help nurture your leads. You can use this page as an opportunity to move your “warmed” up lead further along in the buying process. For example, you can decide to offer a discount, link to additional relevant content or conduct a survey -- just to name a few. Thank you pages are just as easy to set up as a landing page, in fact, you use the same process! One of the major differences from a traditional landing page to a thank you page is that you are adding the site navigation back to the page. As we mentioned above, site navigation is seen as a distraction on the landing page, as you want your prospect to keep their eye on the prize -- filling out the form! Here, it’s beneficial for your “warm” prospects to click around and see all that you have to offer. Let’s use Danny’s Doghouses again. Danny’s prospect has clicked “Download Now” after filling out the form on the “The Dos and Don'ts of House Training your Small Dog” landing page. He is then redirected to the following page:
This thank you page allows Danny to further nurture his leads using the following tactics:
- Site navigation returns making it easier for the prospective customer to hang around!
- Clear instructions on how to get your download. Your prospects shouldn’t have to search for their download. They gave you their information now give them their download!
- An offer code. Danny decides to offer a 15% off code as a ‘thank you’ for downloading his guide. He figures that the prospects are warm and this may entice them even further to make a purchase.
- Additional pieces of content (white paper downloads, quizzes, blog posts, etc.) that our prospect may find interesting. Danny can assume that most people who downloaded the guide have a pet or are considering the purchase/adoption of one. Therefore, he provides two more useful pieces of content that our site visitor may find interesting. Of course, as any good inbound marketer knows, these pages are chock full o’ CTAs and other opportunities for conversions, so any traffic here will benefit Danny’s lead nurturing campaign.
A landing page is an essential lead generation tool for digital marketing, that helps you obtain and qualify leads. You can easily build landing pages in HubSpot, even if you don’t know much about web page design. Creating a good piece of content to download is often the first step. Then, create a template that you can use and reuse to make landing page creation easy. With your template designed, you can create your landing page, optimize it for SEO, and publish it on your website. Always be sure to connect a thank you page to your landing page and have a good CTA on your submit button.
Landing page design can be confusing, but with HubSpot’s tools you can quickly build and publish landing pages and start generating leads.