Anyone who has read a marketing e-mail or engaging website content and thought, "I'd like to know more" would have clicked on a call to action and wound up on a website landing page. On landing pages, the visitor would be asked to either download a whitepaper, view a presentation, make a purchase, create an account or sign up for the newsletter. The landing page is an essential business tool for converting visitors into leads so that you can start collecting personal data.  When used with inbound marketing software you can learn how many pages the contact viewed, how long were they on each page and if they returned to your website more than once. 

How To Create High Converting Landing Pages

Creating a good website landing page relies on several underlying factors that will optimize the page so that real success can be achieved.
Use a clear title, description and layout that will convey the purpose of the landing page. Using hidden or misleading messages will discourage conversions and lower the effectiveness.
Identify the offer being made. If consumers do not know what they will receive, they are less likely to convert.
The Removal of all distractions, such as animations, navigation links, etc. from the landing page to keep the visitor focused on what action is desired.
Businesses should allow visitors to share the page through social media by placing small, unobtrusive share buttons.
The forms should be created to capture the data that is more required to allow businesses to follow through on quality leads at a later date.
Data capture forms should be designed so that the user doesn’t spend too long completing them or feel that they are too invasive.
After the visitor has completed the form and submitted it, businesses should use a follow up ‘thank you’ e-mail or direct visitors to a ‘thank you’ webpage. 
Businesses should always be ready to test their website landing pages. The smallest tweaks can generate enormous gains in conversion. For instance, just changing the color of their submit button saw an increase of 34%. Constant adjustments or testing can allow businesses to optimize their landing pages and increase conversions.

A/B Test Your Website Landing Pages

Many organizations struggle with their testing or worry that testing will damage results. However, organizations test that design of a landing page will work best by using a method called A/B testing. This is where an organization will create more than one landing page for a campaign and will direct visitors equally between them.

The changes to each of the website landing pages needn’t be large. For instance, one website building company ran an A/B test that turned just a single word between the two pages and saw a 90% greater conversion rate in one of the versions. This demonstrates how important every single word on the page is.

Any business could create multiple website landing pages that have different versions of the following to test which their audience prefer:

• Headline
• Form Field Names
• Number of Fields
• Button size / color
• Layout
• Images
• Testimonials
• Call-to-Action Buttons

There is no limit on the number of landing pages a business can create, and every new page increases your search engine visibility and it is easy to duplicate pages and make small changes to A/B test for the best results. Ultimately, though, the most important task is ongoing monitoring of the analytics to ensure the landing page is converting visitors to leads.

There are several basic elements to website landing pages that are essential to the success of the sales pitch. Organization needs to implement these and then test different versions if they are to maximize lead generation and conversions.