Why Branding is Crucial to Landing Page Success


Marketing has officially entered the 21st century. No longer are we relying solely on disruptive tools like billboards and radio ads; instead, we've advanced to a more sophisticated inbound methodology. According to HubSpot, an inbound marketing software platform, the inbound methodology is all about attracting visitors, turning them into leads, closing them into customers, and delighting them as evangelists.


Brick and Mortar retailers struggle to compete online because they lack the general competency of an online only brand. However, the tools and tricks of the trade can be used by all. And one of the best tools are landing pages. 

Setting up successful landing pages is crucial to any company’s digital marketing success, and in keeping with this fundamental shift, 79 percent of marketers report their businesses are shifting to branded content, according to a 2013 Forrester report.

Here are five do’s and don’ts for integrating your unique branding into your website's landing pages to achieve maximum results.

1. Make Decisions with Your Brand in Mind

You absolutely must have your brand’s mission statement and overarching values defined before you can create purposeful landing pages, advises KissMetrics. Landing pages with purposeful branding make a lasting impression that can increase awareness through word-of-mouth and also affect long-term customer retention.

Reinforcing your brand’s personality on your landing pages will instantly build more credibility and trust, making visitors more likely to want to share their information.

2. Don’t Neglect Your Form Field

Include the correct number of form fields and proper questions, which will make all the difference in getting potential customers to willingly submit their personal information.

But don’t neglect this area when it comes to branding. WebDAM, a company serving up brand management software, for example, has done this well—the company was praised by HubSpot for strategically using the brand's colors and informational icons to increase engagement.

3. Keep It In Sync with Your Campaign

Your ads are most likely well branded, so why would you let your landing pages sit ignored? Aligning your ads and landing pages maximizes conversions, because the person who clicked on the ad is greeted with a landing page in line with what expect. Messaging and imagery should also be consistent.

4. Don’t Leave Them Guessing

Landing pages are a successful tool used in inbound marketing because they instantly direct visitors to the next steps. Visitors don’t like being confused by landing pages, and if not properly guided by an intuitive design, may choose to end their site experience. Make sure your brand’s logo is at the top left corner of the webpage and is easy to see. Eliminate any navigation bar and give a visual representation of your product/service so visitors remain enticed.

5. Include Social Media Icons

There’s often debate on whether or not to include social media icons on landing pages.

Some say they’re distracting, while others say ‘why not?’ Unbounce.com reports that Oprah’s O Magazine settles the debate by sneaking a Facebook like button into its beautiful, branded design. It's non-intrusive and easy to click, making it beyond user-friendly. When it comes to your brand, include social icons at your discretion; but before you do, decide your goals and understand how they will best serve your audience.