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Hi, I'm Meredith from HubSpot.
And today I'm going to talk to you about how
to create landing pages.
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you have in the comments below.
Let's get started.
Let's dissect some landing pages together and learn
about the various elements every landing page should have,
from the headline to the Submit button.
Once visitors land on your page, you
don't want them to leave until they
hand over their information and receive your offer.
So it's important to keep your navigation
options to a minimum.
Hide top and side navigation bars from the site,
so that nothing distracts them from completing the form,
like this landing page from Wistia.
The headline is the first thing visitors will see
when they land on your page.
Whether they say and engage or navigate away
could depend entirely on what your headline says.
That's why it's critical that you have
a clear and concise headline.
It should also tell visitors what kind of e-book, workshop
or demo they're signing up for, how much the discount is for,
or what product you're launching.
The more information you provide in the headline,
the more likely you'll convert interested prospects.
A subheading under your main headline
can provide more information about the benefits
of your offer.
This also serves as your landing page's value proposition.
What does this offer bring to your buyers
that they can't get anywhere else?
What makes it valuable to your visitor?
You can't fit all of that information into a headline,
but fortunately, you get an opportunity
to do it in your subheading.
Check out UC Davis' landing page to see
what a clear and concise headline and subheading
look like.
While your headline and subheader should give visitors
a pretty good idea of the value of your offer,
for some visitors, that won't be enough to motivate
them to fill in their contact information on the form.
A few sentences or bullet points that
clearly state what the offer includes and why it's valuable
can make all the difference.
In a brief and clear list, anticipate and answer
any questions visitors might have about the offer.
What does your visitor stand to gain from the offer?
Will they learn more about your services?
Does your offer teach them various ways
to use your product?
Can they save money or receive a free trial?
Check out one of Shopify's landing pages
to see what a good value statement looks like.
Compelling imagery will help you grab your visitor's attention.
This image should be relevant and match
the offer, like the cover image of your e-book,
a screenshot of the webinar or video
or a graphic design stating the discount or sale available.
This gives landing page visitors something visual
to match the text they're reading,
like this landing page H.Bloom.
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 you must balance your user experience
and your business's needs when choosing the number of fields
you place on the landing page.
The length of your form also leads
to a trade-off between the quantity and quality
of the leads you generate.
A shorter form usually means more people
will be willing to fill it out.
So you'll generate more leads.
But the quality of the leads will be higher
when visitors are willing to fill out more form fields
and provide you with more information about themselves
and what you're looking for.
Therefore, shorter forms usually result in more leads,
and longer forms will result in fewer, but higher quality
leads.
Your form design ultimately boils down to your goals.
If your priority is more leads regardless of quality,
then minimize the number of form fields.
If your priority is more high quality leads,
then ask for the specific information
that your sales reps can qualify your leads with.
Any time you request contact information
from a visitor to your website, you
should provide an explanation about how
you plan to use their email addresses and phone numbers.
Why?
Because in addition to being the right thing to do,
it also helps you comply with EU data privacy laws,
like you GDPR.
If you don't have a privacy policy,
you would also discourage visitors
from filling out your forms.
So include a short line or two that reassures your visitors
you won't sell their information,
just like WebDAM's privacy policy.
The copy on your button is what motivates and directs
your visitors to take a desired action on your landing page.
That's why using a word like submit, is a bad idea.
Not only is it too vague, but no one
wants to submit to anything.
You need to be more specific than that.
Instead, tell buyers exactly what they're getting
when they click the button.
Use specific words, like download your e-book,
if they're going to receive an e-book.
Access your coupon, if they're going
to receive a discount offer.
And sign up for free, if they're going to receive newsletters
or free trials.
This is a good example for compelling button copy.
You can tell visitors as much as you'd
like about how good your offer is,
but the truth is, it's more compelling for them
to hear about it from someone else.
This is where social proof comes in.
Social proof is the positive influence
created when a person finds out that other people are
doing something.
If site visitors see them people who
have consumed the offer are speaking positively about it,
they're more likely to think positively about it too.
Consequently, they might be more likely to fill out the form
and convert to a lead.
Social proof can take the form of customer testimonials,
short quotes from happy customers, case studies,
embedded social media posts, number
of downloads, users and more.
Code Academy, an online interactive platform
that offers free coding classes, leverages customer testimonials
as one form of social proof on one of their landing pages.
Looking for even more help with your content strategy?
Click the link in the description below.
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