What content to integrate into your landing page?
A landing page contains a contact form, so we will not go back to this methodology that we have just detailed. Regarding the rest of the page, here are our tips for creating the perfect landing page. First of all, the title should be short and catchy, so that the reader immediately knows what is on offer, and better yet, that he wants to benefit from it! In the same vein, present the main benefits of the offer or the content offered in order to convert for sure. It’s time to be a seller! To finish convincing your visitor, you can also include customer testimonials, this will further enhance your offer.
What shape should you give to your landing page?
This may seem obvious to you, but take care of the design of your landing page! Even if it’s only psychological, an attractive design will be more of an incentive to convert than a non-appealing one. So go back to the usual elements of your graphic charter. The visitor will thus recognize your identity and will feel confident, this is not the time to be original! Regarding the layout, focus on simplicity, while being attractive. The form must of course be the main object of the page. Another important element, a landing page must be a dead-end, do not give your visitor the opportunity to click on a link to exit it. We, therefore, forget the navigation menu, we must stay focused on the only action required on this page: fill out the form! At last, think responsive. This means that your page will have a format suitable for visits on any type of medium: computer, smartphone and tablet. Indeed, there is nothing more frustrating and disappointing than browsing the internet on your phone and arriving on a page that is not suitable for this format. Your first instinct will then be to leave the page, it would be a shame if your visitors did the same!
Don’t neglect the workflow step
What is workflow?
The workflow, to define it very simply, is the step that follows the submission of the form. Whatever the visitor has requested, a contact request, a quote, receive a white paper, or subscribe to a newsletter, it is important to let them know that their request has been taken into account and to give them some information. about. First of all, it is essential to insert a thank you message. It is also important to tell him what will happen next. Will he receive his content by email? Will a “Download” button appear? Are we going to get back to him by phone? So many questions may seem obvious to you but it is important to clarify as soon as possible. This first step can therefore be found where the form was located just before, for example. Finally comes the question of what happens, once the form is completed, your goal is achieved.
The different workflow options
Several options are then available to you. The first, which mainly applies in the case of a landing page, is to refer the person to another URL in order to share new content. It is indeed a pity that navigation stops suddenly like this when the visitor could be interested in other of your content or offers. You can redirect them to content similar to the one for which they sent you a request, and which corresponds to their buyer journey.
It is also possible to leave it on the same page (no longer in the case of a form this time), in order to offer it new content. These must be visible (site navigation menu, clickable link or image, etc.) and again in line with its previous request.
As you have understood, landings pages and forms are essential in your inbound marketing strategy. There are, however, some pitfalls to avoid. It is therefore important to choose wisely one of the two formats according to your needs and according to the visitor. Then, in the very constitution of your form or your landing page there are important elements not to be neglected such as the design, the elements requested allowing the construction of your database or the structuring of the page. Finally, do not forget what comes after, the workflow step, in order to always offer more content adapted to your visitor and always increase the positive image he will have of you.
