If you’ve ever downloaded premium content or registered for an event, chances are you’ve visited a landing page. Hopefully, the page piqued your interest and enticed you to take action. If so, you understand the importance of creating compelling landing pages. In this post, we are laying out the process of creating impactful landing pages using HubSpot. HubSpot users, here’s how to generate law firm landing pages that work. 

Why are Landing Pages so Important? 

Before we dive into the steps, let’s talk about why landing pages are so critical to marketing. What makes a landing page different from any other web page? According to HubSpot, a landing page is “ is a page on a website with the purpose of converting visitors into leads.” They normally work by offering something to the visitor, such as premium content like an ebook, in exchange for filling out a form that includes their contact information. The contact information is collected for future marketing efforts. 

Landing pages are key for acquiring leads. They also play a role in your overall content strategy. When visitors see a CTA on one of your web pages, it should take them to a landing page where they can view an offer. Landing pages normally come in two styles: reference and transactional. Reference landing pages give a summary of information, usually about your business. Transactional landing pages normally require that someone fill out a form in order to obtain valuable content that is gated. Landing pages can be used for everything from capturing leads to acquiring newsletter sign-ups and registering for events. Basically, if there is an action that you want visitors to take, you need to ensure your landing page is compelling. 

How to Create a Landing Page in HubSpot

HubSpot allows users to create clean, functional landing pages. These instructions are based on HubSpot’s CMS, but other platforms have similar functionality that you can learn. HubSpot has templates that will help you make the most of your time. Here goes!

1. Select a template based on your goals – You’ll start building your landing page by choosing a template from HubSpot’s collection. Carefully consider your goals as you make this choice, Do you want to increase leads or generate more brand awareness? You can also keep your design skills in mind. If you’re not experienced in design elements, look for a template marked “starter”. 
2. Give the landing page a name – It’s always a good idea to name your page so you can find it later. This is especially true if you’ll have multiple pages in the same system. You’ll want to give it a name that’s easy to remember when you want to look up performance metrics. 
3. Design your page layout and think about what you want your audience to see first– In HubSpot, you can use a drag-and-drop editor to create just the layout you want. What is it that you want viewers to focus on when they first land on the page? For example, if you’re offering an ebook, you might want to highlight the book cover and an engaging description. Don’t be afraid to experiment and try a few layouts. The key is ensuring the most important elements are the most visible. 
4. Make the benefits clear – The whole goal of your landing page is to get someone to do something. How will you entice them to take the action? You need to immediately communicate the value of what you’re offering. Include short but impactful blurbs that offer reasons why the viewer should take the next step in the process. Use the text to share benefits and don’t be afraid to use graphics or icons. 
5. Customize the page – In this stage, you want to personalize the page so it suits your firm and your brand standards. Add elements like your logo and use colors from your established color palette. Don’t go overboard, though: you want the page to be professional and functional. It shouldn’t be so cluttered that people don’t know where to click – but they should be able to recognize that it’s from your firm. 
6. Test for dynamic content and user experience – Because mobile traffic is so common, you’ll want to test any pages you create to make sure they render properly on a phone or tablet, as well as a desktop. Does all of the content display neatly? Does the functionality work properly? If things take too long to load or they don’t appear correctly on certain screens, you’ll want to revisit the page and make some changes. 
7. Test page variations for performance (optional) – Not everyone will need or want to do this step, but it’s helpful to understand. You might consider running a test on your page to see which version performs better with your audience. You can run an A/B test and then move forward with the page that performed better. 

Related: The Benefits of Using Your CRM to Power Your Marketing eBook [A Complimentary Resource]

Takeaway: 

Once you’ve created a great landing page, consider how you’ll promote it. Make sure it’s optimized for SEO and develop a plan for highlighting it on your blog, social accounts, etc. Effective landing pages can really move the needle when it comes to generating leads.