A company’s inbound marketing strategy often requires large amounts of content in various forms. This is why many companies choose to work with a content writer from a copywriting service to help them keep up with the demand. Some companies feel that all their content should be available to all viewers. However, sometimes it can work to your advantage to offer specific information in exchange for their contact information. A landing page is a great way to build a mailing list and give users the information they are looking for.
What Is a Landing Page?
The first thing you need to understand is what a landing page is. This type of webpage is often a temporary page that is created for the sole purpose of your inbound marketing. While the term “landing page” refers to any page to which you drive traffic, you want to create unique landing pages that promise your site viewers valuable information. In most cases, your landing page should offer:
- An eBook
- A Whitepaper
- A Special Discount
- A Case Study
A good call-to-action is also necessary to encourage individuals to fill out the form on the page.
One of the most important aspects of your landing page is the embedded form. Your content writer will need to create search engine optimized content that will bring visitors to the site. The form will then allow these visitors to fill in their contact information so you can send them the promised offer. You will then have their content information to further reach out to them as part of your inbound marketing tactics.
Building Your Landing Page
Once you understand landing pages and how they are used, you can start working on your first one. Whether you work with a copywriting service or you attempt it on your own, it is important to understand the basics of building an effective landing page. For starters, it is important to work with a qualified web developer if possible to ensure your landing page works in both desktop and mobile forms.
Hiring a developer isn’t always a necessity, though, especially if you have a smaller budget for your inbound marketing. Some copywriting services will offer landing pages for a low cost so you don’t have to be concerned about creating one on your own. These services will give you the experience you need to create landing pages that have the best chance of achieving a higher level of success from your inbound marketing.
Design Tips for Your Landing Page
When you consider the design of your landing page, it is important to implement your branding so everyone knows the company behind the page. This is why it is essential to use the same content writer for all aspects of your marketing for a more fluid transition between the pages. In addition to your branding, there are certain elements every landing page should have to ensure its effectiveness:
- Your logo, colors and any other relevant branding elements
- A button that stands out from the rest of the content
- A call-to-action that implements an element of the promised information
- Use a security badge near your button to give users peace of mind
Aesthetics are definitely important to the success of your landing page, but it isn’t the only thing you should consider. Functionality is also an important element if you want your landing page to be more effective. Make sure your content writer supplies compelling, interesting content throughout the page to ensure that your readers will continue through to the bottom of the page, especially if that is where your form is. The last thing you want is for your readers to stop reading before they reach your form.
The length of your form should also be considered. Shorter forms have a higher conversion rate because individuals don’t feel pressured to supply large amounts of information. However, individuals who are more likely to purchase your products or services are more willing to fill out longer forms. Consider your purposes to help you determine how long the form should be.
Landing pages can be an effective piece of your inbound marketing plan. When these pages are designed and used correctly, you can gather the information you are looking for, while giving users the information they seek. The right copywriting service can pair you with a content writer who can help you put together the right content to attract your target audience and increase the chances that they will fill out the form.
If you would like to build landing pages for your website, contact us to find out how we can help.