Landing pages are the glue that holds your marketing journey together. Far from being ‘another page,’ on a website, they are the pause in the conversation, or close of the sale, depending on what stage of the sales process your prospect is at.

Early in the sales process, landing pages serve to offer engaging content to your prospect. An article, checklist or eBook that helps them with whatever problem they’re trying to solve, in exchange, the landing page collects their details – a name and email address – the journey has started. Prospects can now receive your newsletter and updates, offers for more content and special promotions.

As the process continues, landing pages are used to gather more information in exchange for new and better content. HubSpot smart forms enable landing pages to adapt, collecting more information as the journey progresses; for example, if you’ve already asked for a name and email address the form will ask for a phone number, or website, or key problem. If you’re using Unbounce or Instapage, you’ll be able to create multiple pages for various offers – stunningly designed.

At the final stage, the landing page serves to present the prospect with an offer to accept. Final stage offers usually have nothing else on the page apart from the offer and an acceptance trigger. No menus, other offers or traditional information. They’ve reached this point in the journey – now let’s do business. Of course, while there is a ‘yes’ or ‘no,’ it doesn’t force a prospect to leave. If they don’t take up the offer, they keep receiving your information, and you can use this to gauge the effectiveness of various offers and pages.

Landing pages are a science unto themselves, and Unbounce, Hubspot and Instapage all have barrels of information about how to maximise them and when to use them. Get into the forums, learn more and make sure you’re using landing pages the way they’re supposed to be used.