Home Insights & Advice Landing page basics: how to make your content marketing convert

Landing page basics: how to make your content marketing convert

by John Saunders
17th Oct 18 9:01 am

Most B2B marketers are still stuck in the “publish and pray” strategy, where you just put up posts and hope they get noticed. If this is your way of going about things, then you’re missing out on a lot of market tricks. There are multiple proven content marketing strategies out there that are bound to earn you consistent and trackable conversions if employed right. One of the most overlooked is the use of free landing page generators to publish your landing page in minutes without the help of a professional or need for technical web development or design knowledge. With the growth in mobile ad spend, it also means that you also need to build a mobile landing page quickly. Firstly you need to know how to generate clicks into your website.

Calls to action

If a prospect has taken their time to read your content, there is a 50 per cent chance they will click into your website looking for more information about your product or to place an order. Likewise, they can just scroll in search of an alternative brand with the same product.

First-time customers may find it hard telling between the good and the great by just looking at the hype in your content. Sometimes you are chosen because of how easy you made it to find your product. This is a trick you should not ignore. By including a clear call to action with a link directing the reader to your landing page, you are increasing your chances of being chosen in a pool of equals.

A good marketer will also ensure their content contains several calls to action sprinkled evenly down the page. The reason for this is that you wouldn’t know when the prospect has seen enough information and is ready to take action. You don’t want to miss out on their zeal by inserting a call to action only at the end of your content.

Ensure the link in your call to action takes the prospect to a landing page that picks from where your content left. For instance, if your company offers plumbing services, the landing page should contain an appointment form, your numbers email and other information detailing how you can be accessed.

Landing page basics

When developing your landing page, here are the things to take into account:

It should pitch the product and not the company. The company should be talked about in the content used in marketing.

Ensure there are no distractions. All the content in this page should link the prospect to the product you are selling. Anything that may cause their attention to wander, including links to other products, should not be included.

The page should be in a step-by-step format. By this, it means the visitor should not struggle to know where they are.

Forms should not be too long. Instead of long forms, which can demoralize your visitors, consider multiple steps and shorter forms.

Only ask for useful information. Too many blanks to fill can kill your visitors’ interest or even have them questioning your intentions. Ask for their name, email address, location and other information you are sure to use.

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