How to Architect Your Site: Landing Pages

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HubSpot Employee

Hi again! Kate here and this is Part Two of my overview of how to use website pages, landing pages, and blog posts together to build a dynamic website. If you missed Part One, be sure to check it out here. Today we’ll be looking specifically at landing pages.


What makes a landing page?


Landing pages are where inbound methodology comes to life in the form of content offers, getting contacts interested in your valuable content in exchange for their contact information.

 
landingpage.jpgA classic HubSpot landing page with a description of the content offer and a form

First, build a landing page that offers something of value. On that page, be sure to include an enticing description of your content offer and a form with questions in proportional value to what you’re offering (answering twenty questions should get a content offer worth that much time and effort).


Then, when a contact submits on the form, thank them with an inline-message on the same page or redirect them to a different thank-you page. Most importantly, don’t forget to actually deliver the content (for example, your content could be a document downloadable right from the thank-you page or accessible through a follow-up email).


You can think of landing pages like a hallway with a defined entrance, path, and exit. The landing page is the door you want visitors to open, the content you’re offering is the endpoint they want to get to, the thank-you page at the end is the exit. The whole process is the conversion route they take during this information exchange.


What do I need to know about building a landing page in HubSpot?


When building landing pages (available with Marketing Basic, Marketing Professional, and Marketing Enterprise), here are some technical details to know.


  • If you have Marketing Basic, landing pages are hosted on the same subdomain as website pages and blog posts. You can host them on their own subdomain if you have Marketing Professional or Enterprise (for example, your landing pages could be on info.nachoaveragewebsite.com, website pages on www.nachoaveragewebsite.com, and blog posts on blog.nachoaveragewebsite.com).
  • You can connect landing pages to your main website or build them as free-standing pages.
    • To connect a landing page to your website, add a call-to-action or a direct link to an appropriate website page. The call-to-action or link should tell your contacts about your content offer and lead to a landing page to begin the conversion process. For example, a button on your entrance page could tantalize visitors with the promise of an exciting infographic. They click on the button, go to a landing page, and the information exchange begins.
    • You can also link customers to stand-alone landing pages. For example, a post on social media or a link in an email can go straight to a landing page that’s not directly linked to on your website. You might do this if you only want certain kinds of contacts to access the content offer.
  • You can use multiple templates for your landing pages so that each one looks and feels unique. However, it’s important to retain some key elements in every landing page you build: a page with your content offer, a form to capture information, and a thank-you.
HubSpot gathers analytics on published landing pages about who visits these pages and how they interact with the form on the page. You can find aggregated data about all of your landing pages on the “Analyze” tab in your Landing Page dashboard, or see data on individual landing pages. There are also widgets on your Marketing Dashboard for landing pages, and we also show information in your Traffic Analytics report about who is visiting your pages and from where, broken down by each subdomain or by content type (landing pages, website pages, blog posts).
 
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Community Manager

Thanks for sharing @katestadt!

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