What are Landing Pages and Landing Page Templates?

Landing Pages are standalone web pages that prospects can “land” on or click through to from an email, a web or mobile ad, a social post, or any other hyperlink on the web.

Landing pages are typically used to achieve specific, short-term goals. For example, a user could create a Landing Page to promote a limited-time offer or to sell a specific product.

Landing Page Templates work similarly to Email Templates. Insightly provides themed templates for users to customize, but you can also build your own template from scratch.

Plans

Landing Pages and Landing Page Templates are available to Insightly Marketing users on all pricing plans.

Examples

A Landing Page’s goal is to generate Leads while you pull Prospects further into the customer funnel. Landing Pages get website visitors to convert to the next stage in the buyer's Journey

Example 1

Martha searched for best practices to be a better marketer in her browser and came across a link for “The Definitive Guide to Marketing”.

Interested in downloading the ebook, she clicks on the link and is taken to a Landing Page that tells her more about the ebook, what she can expect to learn from it, and how to download it. She completes the form on the Landing Page and the ebook is delivered to her email inbox within seconds.

Now that she has access to this content, she might feel that she can trust your business for other educational content and will want to subscribe to notifications about any future media put out by your company.

Example 2

A publishing company wants to target an audience of chief executives. They could create a Landing Page that invites Prospects to sign up for a webinar hosted by an executive at a major company.

After providing an email address on the Landing Page’s signup Form, the Prospects will receive an email with the webinar dates and log in information, as well as instructions on how to sign up for the publication's newsletter.

If the Prospects are impressed by the webinar, they might sign up for the newsletter or a subscription to keep up with similar publication events and content.

Definitions

Form

Forms are used to gather information from visitors on your website and turn them from anonymous visitors into Prospects you can now market to.

When creating a Form, you can select what kind of data you want to collect, like the Prospect’s email, industry, or phone number.

Form Handlers collect data from your forms, then automatically create or update records within Insightly Marketing. This will eliminate the need for manually entering data into Insightly after a Prospect has filled out your form.

Template

A Template is the page you will configure to create your Landing Page. Templates can be saved and reused for future Landing Pages.

If you change or edit a Landing Page Template that is in use, changes won’t be implemented in the live Landing Page. If you save over the template, however, the previous design will be lost.

Content

When creating a template, you will have access to a variety of different content options to customize the information and design that will appear to Prospects.

Content Options

Text

Use the Text content box to add text, hyperlinks, and unsubscribe options.

Image

Use the Image content box to add your own photos, for example a company logo, or Insightly’s stock photos to your template. You can update the images to apply various effects.

Button

Use the Button content box to grab a Prospect’s attention and encourage them to click the button to redirect them with a link.

Divider

Use the Divider content box to add a horizontal line to your template to separate your content into sections.

Social

Use the Social content box to direct Prospects to your social media pages.

HTML

Use the HTML content box to add your own code to the template and add content that is not accessible in a standard email editor. You can also embed a video into your Landing Page using this content box.

Icons

Use the Icon content box to add your own icons or Insightly’s stock icons to your template. You can update the icons to apply text and various effects.

Menu

Use the Menu content box to easily format a list of hyperlinks. Adding a title will allow users to add hover text. You can use different types of URLs in your message, including email, SMS, and click-to-call. For traditional URLs, you can also set the link to open in the same window or in a new tab.

Important Details

  • Each time the Landing Page is edited and saved, it will be updated for anyone with the link.
  • Users can make changes to a Form Handler that is in an existing Landing Page. The Form Handler can be edited from Form’s record or through the Landing Page creation process.
  • When updating the Form Handler, you will need to remove and re-add any Forms to accurately collect future data.
  • Saving the Landing Page will not automatically send it to Prospects; they will need the URL to access the page.
  • When you review the Landing Page record, you will find the details of the page, total views, and any submissions that have been made.
  • The Landing Page Details tab includes the list of submissions from Prospects that have filled out the form.
  • From the Actions menu, you will have options to edit, clone, and delete the Landing Page.
  • Landing Pages can automatically measure and track the number of visitors that arrive and where they came from using Insightly’s embedded JavaScript.
  • When filling out the Landing Page information, the Name and Page Title are required. We recommend filling out each section as they will affect the META description tags for SEO, especially Page Title and Page Description.

Use Cases

Use Landing Pages to:

  • Inform Prospects about a limited time offer. Create a landing page highlighting an offer and its details that you can promote across social media, paid ads, or your website. Include the form someone would complete to take advantage of this offer. Examples could include getting early access to something or taking advantage of special pricing.
  • Advertise a new product. Create a landing page highlighting the new product feature and benefits with a form for people to request more information, a demo, or to request access.
  • Drive customers to sign up for events. Create a landing page for advertising event details, what people can expect if they attend, and a form for event registration. Check out Insightly Marketing’s Zoom integration for webinars and digital events.
  • Encourage users to sign up for your newsletters. People want to know what they can expect to gain by joining a mailing list so use a landing page to convey the value you plan on delivering. This is also a great place for your newsletter signup form to live.

 

Best Practices

Landing Pages are a valuable tool for converting your visitors to Prospects and growing your customer base. Landing pages are a great way to nurture new customers, educate people about your products, and drive conversions.

Here are some tips and best practices for using Landing Pages to increase sales and conversations.

Determine your goal

Decide beforehand what you want the Landing Page to accomplish.

Every Landing Page should have a goal and a call to action. This could be to join the mailing list, download a piece of content, or request a demo or conversation.

Consider the audience

Be mindful of who your audience is and the message you’re trying to convey.

What information does the visitor need to know to complete the call to action? If it’s to join the mailing list, what can they expect to receive from you in the future? If it’s to download a piece of content, what can they expect to learn from it? Outline what’s in it for them as it will guide what your copy should look like.

If you have multiple audiences or personas, try creating several different landing pages to attract each with language that would appeal to them. A sales manager may join your mailing list for different reasons than a sales rep, for example.

Write compelling copy

Make your Landing Page’s intentions clear.

Successful landing pages are built to include thoughtful copy that is concise, on brand, and directed towards your persona. You should include a value-driven Headline that grabs attention, text body that conveys value and is to-the-point, a clear Call to Action, and a footer with your contact information in case they get stuck.

Stay above the fold

Make sure your form is visible above the page fold - meaning the visitor doesn’t need to scroll down to find it.

 

How to use

Please read the following articles to learn how to create Landing Pages and Landing Page Templates:

How to create a Landing Page Template

How to create Landing Pages

How to embed a video into a Landing Page Template

How to unpublish a Landing Page

How to set up your own subdomain for Landing Pages

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