Crafting landing pages is one part art form and one part science. In addition to understanding buyer intent, content engineers also rely on tracking data to zero in on traffic sources. This is important as it lets you know where your ad spend is paying off. The content of a landing page needs to be shaped to walk a lead through a vital part of the customer journey.

By clicking on a link, someone arriving on a landing page has already demonstrated that they’re interested. The landing page's job is to move the visitor to the next step: conversion. At Charlotte Content Marketing, we specialize in crafting landing pages Charlotte NC business owners can use to convert leads into customers or encourage on-page actions like email newsletter signups.

Using Landing Pages to Convert

Perhaps you’ve tried your hand at content creation in the past and found that it wasn’t worth your time. Unfortunately, many business owners in the Charlotte NC area find out the hard way that it’s not enough to simply write some content and link keywords back to a company’s homepage.

Instead, content needs strategic planning and writing to be effective. A landing page serves as the potential point of sale, so its content needs to be thoughtfully crafted using data. In most cases, a lead has already been qualified by virtue of clicking a link to end up at a landing page. By that point, the content guides the lead through the rest of the purchase process. In order to do this, keywords, content, research, and source tracking all need to come together on each landing page.

When you partner with Charlotte Content Marketing, we can work with an existing campaign or start from scratch. Landing pages are used to push certain initiatives, and we can help you to hone in on exactly what the hook is in your latest sales push. From there, we identify keywords that focus on buyer intent to attract leads using expert content and SEO best practices.

Depending on your needs, your campaign may require multiple landing pages, each of which will have a specific goal. Our team can create the right content and track sources so that we can see where traffic is coming from. This allows us to refine campaigns to maximize lead generation and conversions.

If you want to try creating your own landing pages, we’ve put together some useful tips to get you started. Below are three key factors that go into creating the perfect landing page:

1. Keep Things Simple and Directed

When it comes to digital content, there are plenty of ways to go about engaging an audience, but landing pages exist to drive conversions. You don’t want a blog post or an informative piece – you want your landing page to sell.

When someone clicks a link that leads to a landing page, they have already expressed interest in the product or service. The landing page exists to seal the deal and compel the visitor to make a purchase or complete the next step in the customer journey.

2. Track Sources

Tracking the source of each click leading to a landing page is crucial. This is done using links called UTM links. These links take advantage of UTM code that is included with the URL, and the data contained in the UTM code provides insight regarding where a visitor came from, what campaign the link is a part of, what content drove the traffic and more.

Because landing pages are typically used for targeted links in a paid ad campaign, the UTM code provides the chance to make adjustments to campaigns to boost what is working and make changes where a strategy isn’t performing.

3. Create Strong Calls to Action

Calls to action can be included anywhere throughout landing page content, but wherever they are included, they need to be strong and bold. Remember, your landing pages exist to sell, so make sure they do their job by urging a visitor to take action quickly.

A call to action doesn’t have to be strictly for making a purchase as landing pages may be used to urge a visitor to sign up for an offer or take a similar non-purchase action. Regardless of the intent, the landing page call to action is one of the most vital functions of content engineering and placement.