Landing pages are a cornerstone of any successful marketing strategy. They’re where visitors become leads, and leads become customers. HubSpot’s tools make creating high-converting landing pages easier than you might think. Here’s how to build effective landing pages that drive results.
1. Start with a Clear Goal
Every landing page should have one primary goal. Are you capturing leads with a form, promoting a specific offer, or driving sign-ups for a webinar? By focusing on a single objective, you’ll keep your page clear and persuasive.
Example: If you’re offering a free ebook, the goal should be to collect contact information in exchange for the download. Avoid adding links or distractions that could pull attention away from the form.
2. Choose a Clean, Mobile-Friendly Design
A clutter-free design helps visitors focus on the content that matters. HubSpot offers plenty of templates that are already optimized for mobile, which is critical since many users browse on their phones. Choose a layout that highlights your offer without overwhelming your audience.
Tip: I always test my landing pages on a phone and tablet to ensure the text is readable and buttons are easy to click. HubSpot’s preview tool makes this simple!
3. Write a Compelling Headline
Your headline is the first thing visitors see, so make it count. A great headline grabs attention and clearly explains what your offer is. Be specific and emphasize the value to your audience.
Example: Instead of “Download Our Ebook,” try “Discover 10 Proven Strategies to Boost Your Marketing ROI.”
4. Use Engaging Visuals
High-quality visuals can make a big difference in how your landing page is perceived. Whether it’s a hero image, a product photo, or an explainer video, choose visuals that support your message and make your offer feel tangible.
Tip: HubSpot’s drag-and-drop editor makes adding visuals easy, so don’t be afraid to experiment with different formats.
5. Craft a Strong Call-to-Action (CTA)
Your CTA is the most important element on the page—it’s what converts visitors into leads. Use action-oriented language that makes it clear what they’ll get by clicking.
Example: Instead of “Submit,” try “Get My Free Guide” or “Start My Free Trial.”
Position your CTA prominently on the page, and use contrasting colors to make it stand out. HubSpot’s design tools let you customize buttons to match your brand while ensuring they grab attention.
6. Simplify Your Form
If your landing page includes a form, keep it as short as possible. Only ask for the information you truly need. Too many fields can discourage visitors from completing it.
Tip: For a free resource download, asking for a name and email address is usually enough. HubSpot’s progressive profiling feature lets you collect more information over time, reducing friction on the first interaction.
7. Add Social Proof Elements
Building trust with your audience is key to higher conversions. Consider including testimonials, client logos, or a short paragraph about what makes your offer valuable.
Example: If you’re promoting a free course, add a quick blurb about how many people have benefited from it or include a quote from a past participant.
8. Optimize for SEO and Speed
Even the best landing page won’t succeed if no one can find it. Use relevant keywords in your headline, meta description, and URL. HubSpot’s built-in SEO recommendations are a great way to ensure your page is optimized for search engines.
Also, make sure your page loads quickly. HubSpot hosting ensures fast load times, but keep your page light by compressing images and avoiding unnecessary elements.
9. Test and Iterate
Once your landing page is live, the work isn’t done. Use HubSpot’s analytics to monitor performance and identify areas for improvement. Test different headlines, visuals, and CTAs to see what resonates most with your audience.
Example: I once tested two versions of a landing page—one with a photo and one with a video. Surprisingly, the photo version performed better. Testing helped me focus on what worked for my audience.
10. Don’t Forget the Thank-You Page
After someone completes your form, direct them to a thank-you page that confirms their action and provides the next steps. This is also a great opportunity to guide them to additional content or resources.
Example: “Thanks for downloading your guide! Check your inbox for the link, and while you’re here, explore our blog for more marketing tips.”
Creating effective landing pages in HubSpot doesn’t have to be complicated. By following these steps, you’ll build pages that not only look great but also deliver results.
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