![\"marketo](\"https:\/\/www.drift.com\/wp-content\/uploads\/2019\/10\/Screen-Shot-2019-10-03-at-4.18.36-PM.png\")
<\/p>\nA website landing page is a single web page with a primary call to action typically created in support of a specific campaign or offer. Built with a single goal in mind, website landing pages have a significant emphasis on conversion rate performance. Marketing teams very often conduct extensive conversion experiments on landing pages in order to increase the number of leads or sales generated from these pages.<\/p>\n
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Marketers use landing pages for a variety of different reasons. But ultimately, their main purpose is to prompt site visitors to take a specific action. A successful landing page\u00a0will convert your visitors into leads or customers, and connect them to the right people within your company. Having a single focused objective (your primary call to action) is what makes website landing pages your best bet to drive conversions.<\/p>\n
Some people loosely <\/span>define landing pages<\/span> as \u201ca page you land on.\u201d But that could be any page on your website: your homepage, your about page, your product page\u2013literally anything.<\/span><\/p>\n Landing pages are built to convert<\/a>. That\u2019s the main difference between a website landing page and a homepage\u2013and any other page for that matter. Your homepage gives a full overview of what your business does and acts as a launchpad for all other (permanent) pages of your site. <\/span><\/p>\n A landing page, on the other hand, is focused on one specific topic and compels visitors to take one specific action. Traffic can come from several different sources like paid ads. And it\u2019s not necessarily meant to be a permanent fixture on your site.<\/span><\/p>\n Website landing pages have come a long way over the past few years. Let\u2019s consider the three main types you can build today.<\/p>\n This is the most common type of website landing page you\u2019ll come across. A traditional landing page uses a lead form to capture your visitor\u2019s information in exchange for the offer being promoted.<\/span><\/p>\n This is where companies will request information like name, email, company size, location, budget, website URL, credit card number, mother\u2019s maiden name etc. But seriously, <\/span>people don\u2019t want to spend time filling out form after form. Less is more here\u2013only ask for the information you really need. <\/span><\/p>\n Here\u2019s where things get a bit more interesting. Conversational landing pages allow you to engage visitors while they\u2019re live on your page through chatbot software<\/a>. <\/span><\/p>\n You can ask your visitors strategic questions through an interactive bot and guide them to take a specific action. Conversational Landing Pages<\/a> take up the entire screen\u2013no forms. Just conversations.<\/p>\n This is a great way to have visitors really focus on the conversation you want them to have. You can use conversational landing pages for webinar registrations, demo requests, capturing leads during events, and for showcasing content alongside an interactive bot.<\/span><\/p>\n Since the internet has become saturated with B2B companies promoting content, using bot-enabled website landing pages is a great way to <\/span>stand apart from the competition.\u00a0<\/span><\/p>\n Although these pages are best used as a form replacement, try and steer clear of the usual \u201cform\u201d questions like first name, last name, etc. Instead, focus on creating a frictionless experience and leverage data enrichment to do the dirty work of finding first and last names, and company name after getting a business email. <\/span><\/p>\n This third type is a hybrid between traditional website landing pages and Conversational Landing Pages. Instead of ditching all your traditional pages, you can embed a chatbot<\/a> onto your existing landing page to create a customized chat experience for your site visitors. <\/span><\/p>\n This is a great way to engage your visitors and increase the conversion rates on these pages.<\/span><\/p>\n What makes an <\/span>effective landing page? Here\u2019s what it takes to drive conversions.<\/span><\/p>\n Before you start building a new website landing page, consider why you\u2019re creating one in the first place. Set a specific goal<\/a>. It\u2019s a clich\u00e9 but it\u2019s true: You can\u2019t score without a goal. You want to ensure your landing page is tied to a business or marketing outcome.<\/span><\/p>\n You can\u2019t score without a goal. \u2028You want to ensure your landing page is tied to a business or marketing outcome.\u201d<\/p><\/blockquote>\n Ask yourself what you want your visitors to do, then decide what clear call to action will compel them to do it. Only then can you get to writing and designing a landing page that will motivate your visitors to take the specific action you want them to take. <\/span><\/p>\n To be successful, your landing page needs to tell your visitors what they\u2019ll get out of your offer. And that comes down to great copywriting<\/a>. To write a landing page that converts, speak your buyers\u2019 language. What do they have to \u2028win by engaging with you?<\/span><\/p>\n This rule applies to all the copy you write for your business<\/span>. To write a landing page that converts, <\/span>speak your buyers\u2019 language. What do they have to win by engaging with you? Think about your buyers\u2019 experience holistically and what happens after they give their contact details.<\/span><\/p>\n If you\u2019re not clear, your site visitors won\u2019t spend time trying to figure out what you\u2019re offering. Our attention spans aren\u2019t getting any longer. <\/span>Edit your landing page until the message is concise and persuasive enough to incite visitors to take action. Kill your darlings\u2013ensure every sentence serves a purpose. If it doesn\u2019t, cut it out.<\/span><\/p>\n Landing pages are all about taking action. Rather than just informing your visitors, make sure your writing drives action. What does that mean? Start your sentences with verbs (just like this one) and use an active voice to keep visitors engaged.<\/span><\/p>\n No one cares about you. To put it less bluntly, your visitors don\u2019t want to hear about how great your company or product is. Focus on how your offer benefits them, and what problem those benefits solve. <\/span>Transform your landing page copy by asking yourself \u201cSo what?\u201d for every line you write. What\u2019s in it for your buyers? Why should they care?<\/span><\/p>\n No need to get overly dramatic here, but creating implied urgency through your copy is one way to encourage your visitors to take action. Test using words like \u201cnow,\u201d \u201ctoday\u201d and \u201cinstant\u201d to provoke quick responses. Taking a \u201cstop what you\u2019re doing\u201d approach also works to tell visitors that their current actions are hurting their business.<\/span><\/p>\n Anticipate your visitors\u2019 objections and overcome them in your landing page. This persuasive technique shows visitors\u2019 you truly understand them and helps to instill a sense of trust.<\/span><\/p>\n Using social proof is one of the most powerful ways to boost landing page conversions. Add short testimonials from happy customers or embed social media posts from people that positively reflect your brand to your pages. Combining a sense of urgency with social proof creates a sense of FOMO (fear of missing out) and will prompt your visitors to act fast.<\/span><\/p>\n How are top companies building and optimizing landing pages today? Discover the latest trends you should know.<\/span><\/p>\n Including elements of animation will make your landing page stand out from all your competitors\u2019 static pages. Here\u2019s an example from MailChimp<\/a>:<\/span><\/p>\nLanding Page Layouts & Formats<\/h2>\n
Landing Pages with Forms<\/h3>\n
![\"\"](\"https:\/\/www.drift.com\/wp-content\/uploads\/2019\/05\/Traditional-Landing-Page2x.png\")
<\/p>\nConversational Landing Pages<\/h3>\n
![\"\"](\"\/wp-content\/uploads\/2019\/10\/meetings-clp-custom.png\")
<\/p>\nTraditional Landing Pages with Bots<\/h3>\n
![\"\"](\"\/wp-content\/uploads\/2019\/10\/LandingPage-chatbot.png\")
<\/p>\nLanding Page Best Practices<\/h2>\n
Set A Clearly Defined Goal<\/h3>\n
Write Compelling & Convincing Copy<\/h3>\n
7 Tips to Writing Great Landing Page Copy<\/h3>\n
1) Focus on your buyers<\/h4>\n
2) Keep it clear and concise\u00a0<\/b><\/span><\/h4>\n
3) Use action-oriented language\u00a0<\/b><\/span><\/h4>\n
4) Describe the benefits\u00a0<\/b><\/span><\/h4>\n
5) Create a sense of urgency\u00a0<\/b><\/span><\/h4>\n
![\"\"](\"https:\/\/www.drift.com\/wp-content\/uploads\/2019\/05\/Sense-of-Urgency-Landing-Page2x.png\")
<\/p>\n6) Address potential objections\u00a0<\/b><\/span><\/h4>\n
![\"\"](\"\/wp-content\/uploads\/2019\/10\/LandingPage-address-objections.png\")
<\/p>\n7) Use social proof\u00a0<\/b><\/span><\/h4>\n
![\"\"](\"https:\/\/www.drift.com\/wp-content\/uploads\/2019\/10\/landingpage-socialproof.png\")
<\/p>\nHow to Make Your Landing Page Design Pop<\/h2>\n
Animations<\/h3>\n
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