July 30, 2013 | Emily Winsauer

Effective Inbound Marketing Campaign, Step 2: Killer Landing Pages

So you’ve created an ebook, infographic, or video guide carefully designed for the prospective customers you want to reach, or you’re offering a free trial or product demo to encourage leads to become customers through inbound marketing.

After all that effort, you want to do all you can to get your offer in front of the right people! Obviously, you also need to be sure that your new content helps you achieve your goal of converting visitors into leads and leads into customers.

The first step to achieving both of those things is an amazing landing page.

In case this idea is new to you, a landing page is a page on your website dedicated exclusively to the exchange of your offer for some information from the visitor, thereby converting them into a lead. You each get something you want, and everybody’s happy (if not, that’s a problem)!

A landing page features an image and description of the benefits of your offer, and a form for visitors to fill out in order to receive the resource you’ve created. A good landing page will target a particular audience, such as traffic from an email campaign promoting the offer, or visitors who clicked on a digital ad. By building a unique landing page for each of the offers you create, you can track the success of other parts of your campaign, such as your email marketing.

Before we break it down, here's an example of a landing page:

Landing Page Example

There are lots of ways to improve your landing pages and convert a higher percentage of visitors into leads. Broken down by page element, here’s how:


People have short attention spans, especially online. Make your offer as clear as possible with the “blink test”: can the viewer understand your offer and what you’re asking of them in less than 5 seconds? The title should make the basics of your offer immediately clear.


Explain the benefits of your offer in a clear and specific description. Bullet points and numbering can make this information easier to quickly understand, and helps convey the value of your offer. Bold, italics, and layout can also improve the visual impact.

The Image

Your landing page needs to have an image of your offer, whether that’s an image of the cover of your ebook, or a headshot of the person leading the webinar. Images are essential to capturing the attention of visitors and giving your offer a feeling of authority and authenticity.

The Form

The rest of the landing page means nothing if an overly complicated form drives away your potential leads. Keep the form “above the fold” and only ask for information that’s essential–too many questions, and people will be less willing to fill out the form, but if you request too little information, you won’t have what you need to evaluate and pursue leads. Ideally, request the minimum you need to contact and qualify the lead, usually not more than 4 or 5 fields, several of which may be optional.

Calls to Action

Like satellites of your landing page, calls to action (CTAs) are placed across your web presence in strategic positions. They draw traffic to your landing page, helping to converting visitors into leads. You should place CTAs on your home page, products or services pages, and About Us and Contact pages, to guide visitors’ decisions about what to do next.

Here’s an example of a real live CTA - click through to download our ebook, “How to Create an Effective Inbound Marketing Campaign”!

New Call-to-Action

Just in case you missed them, here are the other posts in this series:

And download our ebook now to learn everything you need to know to build an effective inbound marketing campaign, from start to finish!

Emily Winsauer

Emily Winsauer

As VIEO's content director, Emily Winsauer was responsible for content strategy for VIEO and our clients for over 5 years. She recently moved to Seattle where she's still creating compelling content in her new role.

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