By now, most of you recognize that landing pages play an important role in your VAR marketing effort. While there are plenty of “Do’s”, “Don’ts”, and best practices for landing page performance that make good sense, here’s one thing I learned recently while attending a Hubspot webcast that’s not so obvious … the best performing landing pages are naked.
Keep it Simple
A naked landing page is simply stripped of (pun intended) menu navigation and extraneous information that doesn’t serve the primary goal of the page (download white paper, register for webcast, etc.).
While it’s tempting to show off all your great products, services, and other offerings, that stuff will probably just distract your visitors from (what should be) the primary purpose or goal of the landing page … get them to provide contact/lead information in exchange for your great offer. Once they submit contact info or take action on your landing page, THEN you can redirect them to your home page, blog, product overview, or anywhere else on your website.
So c’mon VARs … delete the navigation menu, focus on the call to action, and let’s get naked!