A landing page is a Web page designed as a form that your prospective investors complete online. Providing you with critical top of the funnel information, it’s one of the first steps in your lead generation, nurturing, and management efforts.

Well-designed landing pages are targeted at specific audiences, such as visitors who have clicked through from a pay-per-click (PPC) ad for a given campaign or registrants to a webinar promoting a specific product or service.

The real value in a landing page is unlocked when you create unique pages for each offer. That enables you to follow and track the lead from the time they first engage with you until they convert and long after.

Why Are Landing Pages Important?

Simply put, an optimized landing page makes it easier for visitors to your website to take advantage of the offers you’re providing them.

Prospects and customers don’t have to navigate your website to locate offers relevant to them. That makes getting what they want fast, easy, and simple.

The win for you is the opportunity to achieve a higher conversion rate. Instead of surfing your site and weighing whether or not what you have to offer is worth their while, they get to what they need quickly and efficiently.

Use These Basic Optimization Methods First

  • Give the landing page a title, description, and layout that clearly and quickly explains the value of your offer; include a strong incentive for users to take an action to download or sign up for your offer.

  • Remove any distracting clutter, even navigation links. You want visitors focused on one thing: filling out your form.

  • Social sharing links, while technically a distraction, do serve your cause by allowing users to spread the word about your offer to their social network. Include social sharing links to maximize exposure for your offers.

  • Strike a balance in the structure of the form. Keep it short and nonintrusive from a user’s perspective, but capture enough information to make the lead useful to you for follow-up.

  • Keep users engaged. After they’ve completed the form, direct them to a thank-you page or send an auto-response that suggests other offers they might find interesting or next steps they can take.

  • Track, measure, and analyze your conversion rates regularly; use what you learn to improve your landing pages and thereby improve your conversion rates.