2. How to create a landing page?

A landing page is a type of website page on which you have a form to generate leads. Landing pages are centrally important tools in your Inbound Marketing toolkit, as they are the means by which you will collect new leads on your site, as well as the pages you will use to reconvert your existing leads. 

Whether you’re building a landing page for a new lead or an existing contact or customer, the end goal is the same -- to capture your lead’s interest in something you have to offer, and then use this opportunity to nurture them further down the sales funnel towards the next sale.

Tips to follow for Landing Page:

  1. Give direction where to go and what to do > Make it stupid simple
  2. Deliver on the expectation you set > use the same style for the call to action in the landing page.
  3. Don't give too many options.

This tutorial section is broken down into the three elements of creating an effective landing page:

  • I. How to create a landing page - the page site visitors land on after clicking a call-to-action
  • II. How to create a form - how your site visitors will become leads
  • III. How to configure the form actions - what happens after a user becomes a lead

I. How to Create a Landing Page

There are four main things a good landing page tells a viewer within 5 seconds:
  • What exactly is being offered - should answer the question "what's in it for me?"
  • The benefits of the offer - should explain the viewer can't live without it
  • Why the viewer needs the offer NOW - should create a sense of urgency
  • How the user can get the offer - the page should make it easy for the lead to convert

1. Create a New Landing Page

Create a web page that will contain your landing page.

2. Choose a Layout for your Landing Page

This is important, because it will be how potential customers will see your landing page.

3. Write a Headline for your Landing Page

Your landing page header should clearly explain what the offer is. It should start with an action-oriented verb like "learn" or "download." 

4. Write the Content of your Landing Page

Your landing page content should be short and sweet, while describing exactly what the offer is, what the benefits are, and create a sense of urgency.
  • Begin with a brief paragraph explaining the offer.
  • Next, write three (3) to five (5) bullet points that explain what the offer includes or the benefits of receiving this offer. Using bullet points makes it easy for a visitor to quickly scan the benefits and make the decision to fill out the form.
  • Close with another sentence or two that acts as a final call to action, creating a sense of urgency and reiterating that the visitor can receive the offer by filling out the form on the page.

5. Write the Sidebar Header

If you've chosen a three-column layout, it will ask you to write a column headline. Write a headline that reiterates what the offer is.

6. Add an Image Relevant to the Offer

Including a relevant, interesting image on the landing page will help your visitors visualize what the offer is. For example, you can use an image of the cover of an eBook or Whitepaper, the first slide of a webinar presentation, or a screenshot of free-trial software. 

7. Create a New Form

Add all the fields to obtain the information you need from you potential customers.

II. How to Create a Form

1. Edit the Form Title

You should change it to be relevant to the action the visitor is taking by filling out the form. For example, if they'll be downloading something, say "Download Now." If they'll be registering for a webinar, say "Register Now."

2. Edit a Field Label or Properties

Edit all the form fields and their properties. 

3. Make the Email Field Required

It is recommended that you make your email field required to ensure that you capture leads' email addresses so you can send them lead nurturing emails later. 

4. Add Any Necessary Fields

On a landing page, you typically want to keep a form as short as possible so there are fewer steps required for your visitors to become leads. However, if there is information that is required for your sales team to be able to contact your leads, such as a phone number, then you should add those fields. 

5. Change the "Submit" Button Text

Just like you made your form title relevant to the offer, you can also make the Submit button relevant to the offer. For example, you can say "Download Now" or "Get it Now." 

III. How to Configure Form Actions

1. Create a Temporary Thank You Message

For now, go ahead and create a Thank You message. But you will definitely want to replace this with a Thank You page, as is best practice. So what's the difference?

  • Thank You Message - a message that replaces the form on the landing page after the user clicks "Submit"
  • Thank You Page - a new page the user gets redirected to after clicking "Submit" which returns the site navigation (which should be hidden on landing pages to remove distracting links) and allows space for CTAs
You'll be able to copy/paste your Thank You message on the new Thank You page you'll create later, so don't worry about wasting time. This Thank You message ensures that your leads actually receive the offer you've promised them.

2. Provide the Promised Offer

If you've promised an informational offer, attach the document to your thank you message. 

3. Configure the Auto Response Email

In addition to showing new leads a Thank You message or Thank You page, you can also send them an auto-response email.