前几天，我正在阅读有关使用的博客文章推销的Twitter. While reading through the post, I noticed an offer for a free ebook about the same thing, and by clicking on it, I was taken to a new page.
This page let me know what was in the ebook, how to download it, and the benefits of this content. I also noticed a few things that separated this particular webpage from others.
To me, this was a pretty sweet trade. I could access even more information about using Twitter for marketing — for free. I thought devoting an entire page to this offer was a pretty smart idea; That way, it could focus solely on communicating the usefulness of a guide.
This is the glory of using a landing page, which we'll get into in this post. We'll also go over how tocreate a landing pageof your own, step by step. To start, let's talk about what a landing page is and how it can be a useful asset for your business.
What is a landing page?
A landing page is a page on a website with the purpose of converting visitors into leads. This works by offering something valuable to the visitor, such as an ebook or free guide, in exchange for filling out a form that provides contact information.
The types of valuable information you could provide to viewers covers a wide range. Some examples of content include a mailing list offer, an online purchase, a free guide for download, or a coupon for first-time buyers.
For example, if your company is in the technology industry, you can use a landing page to net email newsletter signups for your weekly roundup of tech news. Your sales team can be assured that the viewer who completed that form is a lead that's already displayed their interest in your company's offerings.
着陆页面separate from other pages on your website — such as an about page or a product page — because the specific purpose is acquisition. Through expressive, engaging content, landing pages convey the message that completing a form or supporting your business will provide the visitor with desired benefits.
Landing page designs don't have a lot of bells and whistles that are going to distract the visitor. This makes for a quick and easy browsing experience.
确保你的着陆页是有效的,考虑到der making the graphic content less of a priority unless it supports the benefits of your offer. Create copy that engages the reader and is succinct. To help with the design that's successful, choose a landing page template.
We've talked about how effective landing pages are simple and great for acquisition. Now it's time for the fun part: creating your own.
我将带您完成创建独特，干净的着陆页的动议。我用了HubSpot's CMS, but you can use any similar software that offers landing page templates, likeHubSpot's free landing page builder或者Mailchimp.
Let's get started!
- Name your landing page, so you can find it later.
- Design your page layout according to what you want your audience to see first.
- Communicate the benefits of completing the form.
- Personalize the page so it's unique to the purpose and your brand.
- 测试工程师t your landing page for dynamic content and user experience.
For this example, let's say that I'm a marketer for a fictional NASA-esque space corporation, and I've been tasked with making a landing page for a fantasy ebook about space to get children interested in aeronautics. This landing page's goal is to increase leads.
1. Choose a template that will help you achieve your goal.
To build my page, I chose from a list of templates, while keeping my end goal in mind.
Knowing that increasing leads and the customer experience were top priorities, I chose a template that showcased my ebook offer and provided a form. I also wanted a unique, eye-catching structure and a simple design.
That way, when I check on the performance of this particular landing page, I'll locate it easily on my dashboard.
After labeling your landing page, let's start designing. For this step, I was able to use a drag and drop editor. I'd decided that it was important for the leads to see the eBook's cover, an engaging description, and the form.
4. Communicate the benefits of completing the landing page to the website visitor.
Somewhere on my landing page, I wanted to provide short, impactful blurbs of value that would ultimately persuade the reader to complete the process.
The three columns at the bottom of the form communicate the value of my ebook. These columns each had their own engaging icon that was colorful, professional, and clean. I used the text to communicate a main benefit, then described it in a sentence below.
5. Personalize the page so it's unique to the purpose and your brand.
The next step is sort of a "Choose your own adventure." Here, I added elements that would fit with the brand of my imaginary company. I uploaded a logo image and made sure the colors were consistent throughout.
I wanted to make sure the text stayed black and white to match my logo and the images didn't disrupt the usability of my webpage. This choice makes the page look professional and functional.
Once you're satisfied with the layout and design, it's time to move on to the final steps.
6. Test your landing page for dynamic content and user experience.
Becausemobile phone usage is increasing each year，最好测试您的页面以确保其动态。当您的页面“动态”时，仅表示网页上的内容会根据用于访问内容的屏幕类型自动调整。
Here, I tested my landing page for formatting on mobile. I wanted to make sure that the content was still displaying neatly and professionally, despite being shown on a different screen type than the one I used to create the page.
7. If you desire, run a test to analyze page performance before making it live.
最后,考虑运行一个测试页面上。测试工程师ting can show variations of your page to audiences and analyze which variations perform better. In this case, the winning page would have the most conversions.
With the software I'm using, I can choose to run an A/B test or adaptive test. Both of them achieve the same goal, with the only difference being that the first runs two different versions and the latter runs many.
These tests will be running with a real audience, so make sure your pages look publish-ready before you begin. Be sure that the form fields work and your copy is free of any typos.
After completing these steps, your landing page is complete. I bet it looks fabulous. Now, let's talk about how to get your landing page seen.
How To Get Traffic Using Landing Pages
For instance, you can build CTAs that link to your page and drop them in related content. If I were to create a CTA for my landing page, for example, I would include a line of text that hyperlinked to my landing page in a related blog post.
This CTA relates to the topic, product marketing, and fits in nicely with the post's introduction. It doesn't interrupt the flow of the piece but allows for a chance to get more downloads.
I would also add a similar CTA button to the bottom of my blog post, shown below, or add it to email newsletters. In addition to blog posts and emails, a great way to drive traffic to your landing page is to promote the offer within the page on social media. This increases visibility without spending extra money.
Remember to optimize your landing page for SEO. Most CMS software is really good at pointing out SEO opportunities for web pages. Optimizing your page could get more traffic from queries on search engines.
For example, to optimize my space ebook for SEO, I would make sure the ebook has an engaging, yet relevant title. I would also tag the post with relevant keywords in order to boost visibility on search engine results pages.
How have you recently seen a landing page promoted? I've seen some while scrolling through LinkedIn and in email newsletters. After I dig into this ebook for using Twitter for business, I'm going to try my hand at creating another — after all, you can never have too many opportunities to earn more leads.