LinkedIn has over 450 million members because the platform helps professionals and advertisers expand their networks. Professionals get access to an extended network of businesses, industry groups, and colleagues while advertisers get to showcase their products and services to a specific demographic.
One of the most effective ways for businesses to maximize LinkedIn is to use landing pages.
Since LinkedIn is the networking site for professionals, it makes sense to have ads and landing pages that are professional and create a great first impression, too.
Remind me, what are landing pages?
Landing pages are standalone pages dedicated to persuading visitors to take an action such as a download an ebook, register for a webinar, sign up for a free trial, schedule a demonstration, etc. (For some landing page inspiration, check out these examples.)
With regards to LinkedIn and its ads, the page you arrive at after clicking an ad is a LinkedIn landing page.
The strongest and most convincing LinkedIn landing pages are streamlined so that users get relevant information quickly and pushed towards the call to action. A strong LinkedIn advertising campaign might use message matching, where the LinkedIn ad and the corresponding landing page both share headline text, images, and/or color schemes.
Let’s take a look at several LinkedIn landing pages, their corresponding ads, and evaluate how well each example persuades visitors to take action.
(Keep in mind, for shorter pages, we’ve shown the entire page. However, for longer pages, we only displayed above the fold. You may need to click through to the page to see some of the points we discuss and some pages may be undergoing A/B testing with an alternate version than is displayed below.)
Why the page was built:
To get visitors to download insider tips for marketing on LinkedIn.
What the page does well:
- No header navigation helps keep visitors focused on the landing page.
- The “sauce” image is relevant to both the copy and the advertisement. The photo of LinkedIn secret sauce is directly connected to the secret sauce copy in the header.
- Good use of white space helps the page to flow better and lets each element breathe, especially the headline and image.
- Bulleted copy quickly explains the main takeaways from the ebook and why visitors should download it.
- The “AutoFill” button lets visitors complete the long lead capture form with a single click instead of completing the long form.
What the page could change or A/B test:
- The LinkedIn Marketing Solutions logo is hyperlinked to their respective blog, which acts as a distraction on this landing page. It’s also part of a sticky navigation in that it’s always present by scrolling with the visitor up and down the page. This constant reminder counteracts the main goal of the page: download the secret sauce ebook.
- The 8-field form causes friction because it can be overwhelming for visitors to complete.
- The CTA button is the same color as other elements on the page. A more distinct Go to the full article.