The basic function of any business is simple: to generate profit. And this profit is only possible through the marketing of a product or service to meet a need or desire of the buyer.
This may all seem easy, but between these steps there is the process of making sure that your product and the customer's need meet in the right way, at the right time. To make this happen, marketing campaigns are created , with the help of landing pages , for example.
Among the various possibilities that marketing offers to convert attorney email list these people into customers, digital marketing deserves to be highlighted.
In addition to its great effectiveness — due to the fact that it reaches people where they really are (i.e., online) — digital marketing allows the measurement of results and the creation of a relationship between brand and customer.
Furthermore, digital marketing has a very clear route: the sales funnel . In other words, it takes a person from a simple content page on the internet to a lead (potential customer) and, consequently, to becoming a customer.
This is where the landing page comes in. This is an essential tool for turning a user into a lead. Want to learn more about this topic? Then keep reading this post!
What is a landing page?
A landing page (or conversion page) is a page created with the goal of getting your persona to take an action. This action is usually to accept an offer — and this offer can be a product, a service, or, most commonly in content marketing , a material rich in exchange for information.
Therefore, all efforts on a landing page are geared towards getting the user to take action. Check out the most important features that your landing page should have:
The landing page should focus on the value of what is being offered.
It should not present distractions (such as links or menus that lead the user to leave the page without completing the action).
It must have a CTA (or call to action), which is a link or button that converts to the desired action (“download the e-book” or “buy now”, for example).
It must be clear and objective to optimize the user experience.
It must be responsive, that is, adaptable to mobile devices — after all, most people already access the internet via smartphones.
It must contain a thank you page that, in addition to confirming to the user that the action was performed, thanks them for having performed it.
It usually comes with a field for filling in user information — only the most necessary information, such as email, for example.
When should I use a landing page?
A landing page can help a brand in several ways. Among them:
Generating leads: leads are users who have already provided some contact information to the company. This information can be captured on a landing page.