Corporate Blogging For Dummies®

Chapter 14. Leading Your Readers through Landing Pages

In This Chapter

• Understanding landing pages

• Designing landing pages that convert visitors into customers

• Testing and measuring landing page performance

A landing page is a destination where you want to lead your readers. The landing page could be a subscription form for a newsletter, a contact form, a request form for your sales department, a registration form for a Webinar or an event, a submission form to a poll or survey, or even a shopping cart page where visitors complete their purchase.

Landing pages are an extremely important element when designing a blog, a Web site, or an e-commerce application. The landing page is the finish line in the journey your visitors take.

For corporate blogging, the landing page is critical because a blog is a publishing engine. Blogs and blogging platforms weren't designed to optimize conversions, they were built to automate and efficiently publish content to the Web.

As a result, the use of calls-to-action and landing pages has been an effective means of building an inbound marketing strategy for a company. The visitor finds the content, reads the content, decides to do business, clicks a compelling, well-designed call-to-action, and converts through an effective landing page.

Designing a Landing Page That Closes the Conversion

As a destination, landing pages must be optimized to attract visitors, capture their information, and lead them to conversion. All the elements of a landing page are critical ...