Online Tactics: Microsites & Landing Pages

Microsites

If your company has multiple product lines or brands, you can focus on microsites – web pages within a web to one specific aspect of your business.

Microsites benefit both the company and the user. B2B buyers save time because he doesn't have to wade through many sites to get to the content they need, and microsites make it possible to share relevant content with their other buyers quickly and easily. And as a microsite provider, you can capture more valuable, targeted leads and grow more thorough buyer profiles.

It is popular to create a microsite around a new launch of a product or event you are hosting. Think of a microsite as a crafted product information package or glossy sales sheet to complete and supplement information about your company website.

Landing Pages

A landing page is a single web page hosted on your website captures visitors who arrive from search engines, e-mails, or ads and converts them into potential customers. Landing page focus on a single theme and many can be built from the same, basic one template. They are cost effective, quick to manufacture and can turn anonymous website visitors into valuable prospects. Whether your landing page offers a white paper, it collects an event the main goal is to register or provide other valuable content the page is meant to get the visitor to accept your offer. Software like Hubspot makes it easy for companies to create landing pages. You can also hire a web development company create one for you. Then you can replicate it yourself future landing pages.

To optimize landing pages and provide strong, a clear message that encourages visitors to take the next step:

• Brand your landing page 

Your company name and logo should be prominent landing page so visitors know what site they are on.

• Be consistent: 

Match the landing page with the ad Professionals click on ads that interest them to learn more, make sure your landing page matches the ad and adheres to your brand guidelines. Repeat your offer using the same text, graphics and colors. This will reassure visitors that they have clicked to the right place.

• Have a good headline 

The landing page headline is the first thing visitors see read, and it's also a key element for SEO. You they want it to be memorable and attention-grabbing in the shortest possible words. Write (a rewrite!) your headline until it's optimized for search engines and it is a direct, concise and beneficial statement that it tells visitors why they need what you have to offer.

• Create and iterate your call to action

Create a clear call to action and give it prime position at the top of the landing page. "Download now" or "Sign up today" are powerful words that can inspire =action; match these action words with the appropriate, click graphics. Repeat the call to action as text and button links throughout the page.

• Keep Copy Simple 

Write only as much copy as is necessary for communication your value proposition - then stop. Go straight to point by making your copy focus on the benefits acceptance of your offer. Use short sentences and paragraphs and take advantage of bold headings and bullet points that allow people to browse your content and get to the call to action faster. Graphics in use in moderation, they are effective.

• Eliminate the temptation to navigate 

The landing page is not a complete website; it's a single a site focused purely on converting leads. Don't run away the risk of letting potential customers wander away from you offer – eliminate any distractions that might encourage visitors click to your main website and lose sight their original intention.

• Use white space 

How can you expect visitors to focus on your offer? they are overwhelmed with too many graphics and also a lot of text? Landing pages should be clean and open with large font and lots of white space. Less is more. Keep all key information "above the fold" – included on screen that users can see without scrolling. Browser size from Google Labs (http://browsersize.googlelabs.com) is a free tool that can help you.

Additionally, try a two-column page layout. Layout with the main column and the narrow, second column have highest conversion rates. Use the main column for this convey your offer and primary value offer and a narrow column to repeat key points and link to the menu.

• Simplify forms

Long login forms with many required fields hurt conversion rates. Keep the forms simple and uncomplicated to encourage participation. View a name, company and email address is all you need this phase; the rest of their information can be collected later when you engage with them and learn more about them them, their business and their needs.

• Reach new potential

customers instantly Respond to all generated leads as soon as possible through your landing pages. These visitors have they've given you their contact details, so show up you will appreciate their visit with a quick engagement with them. Once a potential customer fills out your form, have the landing page redirect them to a page that acknowledges their submission and thanks them for theirstime and information. For a follow-up email, set an automated response system that sends a message to thank the prospect for accepting your offer. E-mail it should also include links to additional information about your company Now that you've got the lead, you can provide them with more content options.

• Never stop testing

Even if you get great results from the landing site, there is always room for improvement. Hold testing variants to compare results - an experiment by placing the call to action in different places using different words and headings or use of another page layout. Change just one aspect at a time and watch its impact on conversion rates. Alternatively, use A/B testing - you have two different variations of your landing page and measure which version (Version A or Version B) is the most successful. Keep all changes that are incremented conversions and apply this knowledge to the next landing pages for other campaigns