The landing page is arguably one of the most important aspects of your content strategy. Think, for a second, what they are supposed to do:
- Be visually appealing
- Not scare people away
- Collect information (in the form of an email address)
- Prove to your audience that you’re a subject matter expert
- Entice people to download your free gift
In other words, a beautifully crafted landing page is supposed to get you the results you need, so you can be successful at helping people. But this begs the question, why do so many landing pages suck?
I can only guess what the correct answer is. But, if I had to guess, I would say that there are design flaws. What I mean, is that your page may be giving your potential customer too much to look at…
Think about it like this: Your future customer searches a very specific term and lands on your page. Good for you–that means your content marketing is actually working! However, when they land on your page, they read for a couple of seconds, and lose interest because they look up and see your about me page.
That’s not entirely terrible, is it? Read on, my friend.
So, they click on your about me page, without actually filling out your handy little form. That means no email address for you, and no free eBook for them. This is not good. To make matters worse, they see your picture on that *about me* page you’ve got, and don’t like the green shirt you’re wearing.
Seriously. So they move that little mouse pointer up till it hovers over the little X and close out your page.
They never come back. Why? Because they hate the color green. Or the color of your hair. Or the way you use the word “like” in your writing. Or the font of the words on your site.
Catch my drift here?
But, if you actually use a halfway decent landing page, devoid of any other links or distractions, not only will they get that free eBook, but you’ve got their email address. And now, you get to prove to them that green shirts are the only way to fly. You get to prove that you are a subject matter expert, and hopefully, if you’ve done everything else right, you’ve won a customer.
But it all starts with a landing page.
So tell me, what does your landing page look like?