Setting Up The Landing Page For Your Content Strategy

September 20, 2020

Once you have produced your content, you need a landing page where visitors can request their copy. You can create a landing page with your existing website CMS or use a tool such as Mailchimp or Leadpages.

When you create your landing page, make sure you can track the traffic on the landing page.

You need to know how many visitors your landing page receives so you can calculate your conversion rate. Divide your total conversions, i.e., leads you generated by your overall traffic and multiply by one hundred to get your conversion rate.

(Total # of conversions/Total # of unique visitors) X 100

Don't forget to measure traffic sources, so you know precisely the channels your visitors come from, such as links from other websites, social media, or email. This will allow you to know which sources are worth investing on in the future.

A tool such as Google Analytics can track all this information for you.

Your landing page should be simple and ideally not allow the user to browse to any other pages of your website, so you may want to remove the navigation and any content that is not needed, if possible. Focus on the objective, which is to convert the visitor into a lead.

Your copy should address the subject matter from the users' perspective. What are they getting by signing up? How does it solve their problem and take them to their goal? What's in it for them?

landing page gated content diagram

Once your landing page is ready, you have to add the form that visitors fill to get access to your content.

The number of fields you add to your form can impact the number of submissions you will get. Fewer fields usually mean more sign-ups.

At the same time, you may want to know specific information about your leads to qualify them better.

Ideally, your content should be specific enough to attract the right audience.

The easiest way to set up a form like this is to use email software such as drip, Mailchimp, or Active Campaign.

Once you get the form up and running, you can start driving traffic to the landing page.

Continue reading with Part 11 - Driving traffic to your content landing page

Written by
Alexander Rauser
Alexander Rauser


Alexander Rauser is the author of Boardroom Guide to Digital Accountability and Digital Strategy: A Guide to Digital Business Transformation, and creator of the DSX Program, a digital strategy and transformation program for Enterprises.

Related Articles

Subscribe to our blog

Subscribe to our blog to receive relevant news and tips about digital transformation, app development, website development, UX, and UI design. Promise we won't spam you.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.