Concept

A landing page is a specific web page that a visitor typically reaches after clicking a link or advertisement. This page generally displays content that is specific to the advertisement, search keyword, or link clicked. Simply driving visitors directly to one’s home page can be an ineffective method of converting prospects. They are simply presented with too many choices. A landing page presents a streamlined path designed to elicit a specific action by the visitor.

Instructions

Navigate to Marketing > Landing Pages > New Landing Page.

Step 1: Name

  1. Provide an internal Name for this landing page.
  2. Optionally add Tags to more easily sort or find the landing page later.
  3. Provide a page Title which will be displayed in the browser’s title bar.
  4. Enter a Description to help with SEO. For more information see the Increasing SEO through Tags article.
  5. Select the page’s Campaign. Prospects will be tagged with this campaign if the landing page is their first touch-point.
  6. Choose an optional Archive Date if you want to make the page inactive at some point in the future (or past). Archiving Landing Pages moves them to the “Archived Landing Page” view on the Landing Page table under Marketing > Landing Pages. Note: The landing page content will still display if a prospect accesses the landing page URL after the archive date.
  7. If you have an Enterprise or Ultimate Edition account you can enter an optional Vanity URL that will replace the normally auto-generated address. Note: If you attempt to use a URL that is already in use you will be promoted to choose a new one. Also, if you change the URL at any point, you previous URL will no longer be valid.
  8. If you wish not to have your landing page appear in search engines such as Google, enable the option for “Hide from search engine indexing”. More information is available in Hiding Landing Pages from Being Indexed.

Step 2: Select Form

  1. If you would like to create a new form, select Create new form to launch the form wizard.
  2. If you are using an existing form, select Use existing form and choose the form from the drop down menu.
  3. If you would like to create a landing page that does not include a form, select No form.
  4. If you would like to redirect prospects once they complete the form on the landing page, check the box to “Redirect the prospect instead of showing the form’s Thank You Content” and then enter your redirect URL.

Step 3: Content Layout

  1. Choose an option for the Content Layout to use a Layout Template or Pardot Stock Templates.
    • Choosing a Pardot Stock Template allows you to drag and drop different elements into placeholders defined by Pardot’s pre-defined Layout Templates. This option will also allow you to “Start from Scratch.”
      Clicking on one of these thumbnails will progress you to the next step in the wizard. You do not need to click “Next.”
    • Selecting one of your Layout Templates allows you to create a new Landing Page based on the styling of an existing Layout Template in your account.

Step 4: Landing Page Content

  1. If “My Layout Templates” is Selected:

LP_ My template

  • Select the layout template  to apply to the landing page.
    • You will see a thumbnail generated for each Layout Template that exists in your account.
    • Rather than flipping through pages, you can continue to scroll down, and the thumbnails will continue to load and display.
    • Optionally filter through your existing Layout Templates by typing the name of the Layout Template in the “Filter” box.
    • You will also be able to sort Templates alphabetically and by the date the Template was created/updated.Enter any Opening General Content to be pulled in to the layout template.  Note the Opening General Content section is limited to roughly 64kb of text, or 64,000 characters.
  1. If “Pardot Stock Templates” is selected:
    LP_ Stock Temp

    • Select one of Pardot’s pre-formatted stock template options.
    • Choose “Page options” in the upper-right corner of the table to make general changes to the whole page (such as Font family and size, Link color, etc.). You can also add script for page tracking such as Google Analytics or Woopra. 
      LP_Pic1
    • Drag and drop the Text, Image, Table, Box, Line, Button, and/or Background elements to add to the existing template styling.
      LP_pic2
    • Rolling your cursor over existing sections of the template will highlight these regions. Click to edit and/or resize a particular region.
    • Once a region is selected for editing, a toolbar will appear, allowing you to make adjustments to that region.
      LP_Pic1
      If you double-click on a region, you will be able to edit the region in the same way as in the Email Template Wizard.
      LP_pic4
    • You can also Copy or Delete highlighted regions in the template once they are selected. Do this by selecting “Copy” or “Delete” in the toolbar.

Step 5: Confirm & Save

  1. Review the confirmation page to finalize your landing page.
    • Select “Preview Landing Page” to view the page before saving.
  1. Click Confirm & Save to save your work.

Activating your Landing Page

The URL for the landing page will be automatically created and will be displayed in the Link column once you save your new landing page. Change your direct PPC or email links to the appropriate landing page URL.

Using the Landing Page Builder

When editing one of Pardot’s Stock Templates, you will see various editable areas including the header, the form, various images and logos, and other content sections.

There are seven unique page elements that can be dragged on to the editable areas:

  1. Text – Create blocks of text using the WYSIWYG editor.
  2. Image – Insert an image on the landing page. There are three options for inserting an image:
    • Image Library – Select from images that were previously uploaded (under Marketing > Content).
    • From URL – Enter a live URL for an image that is hosted independently of Pardot.
    • Upload Image – Provide an internal Name for the image and then Browse to find the file you would like to upload and insert in your Landing Page.
  3. Table – Create and customize a table by adding columns and rows. You can also adjust the table’s border and background color.
  4. Box – Add optional boxes to the Landing Page to highlight various regions on the page. Use the “Stacking” functionality to “Move Backward” behind other elements for a focused background.
  5. Line – Organize and separate sections of the page by including a horizontal line across the page.
  6. Button – Create custom buttons with links to other Pages on your site, such as a “Contact Us” page or the “Pricing Page.”
  7. Background – Customize the background of the Landing Page by adjusting the color and height. Add multiple backgrounds for a layering effect.

Notes:

  • Any page element can be modified using the edit toolbar or WYSIWYG editor for the individual module.
  • Background elements for the entire page can be modified by clicking on “Page Options.” Background elements for the individual editable areas can be modified by clicking on the element, then adjusting the background in the edit toolbar.
  • To ensure proper formatting when copying text or source code from MS Word, it is important to use the Paste from MS Word button, pictured here:
    paste_from_word.jpg
  • When re-sizing images, tables, and other elements in the builder, hold the “Shift” key to maintain the element’s original proportions.
  • In addition to clicking and dragging elements on the page to re-position, select an element and use the up, down, left, and right arrow keys to move the element 1px. Hold the “Shift” key and use these four arrows to move an element 10px at a time.
  • Using the “Delete” key will delete a selected element from the page.
  • To “Undo” an action, you can select Control + Z (for PC users) or Command + Z (for Mac users).
  • To align multiple elements on the page, hold the “Shift” key and select the various elements. When they are highlighted, you will see an “Align” section on the toolbar that allows you to align those regions together along the same left, right, top, bottom, edge, or a center axis.

Frequently Asked Questions

  • How can I make quick changes to my landing pages? When editing existing landing pages, use the upper navigation to skip to the step you want to edit and click finish at any time to save changes. It is not necessary to scroll through all steps to edit existing landing pages. You can also go straight to the Content step by selecting “Quick Edit.” This will allow you to bypass the first few steps of the wizard so that you can update Content immediately.
  • What happens when a landing page is deleted? If a landing page is deleted (archived to the Recycle Bin) it will no longer be available in your active Pardot marketing elements and the landing page will not load successfully if the landing page URL is accessed directly. Your client advocate can help add on more landing pages to your account if you find that you require more.
  • How can I edit landing pages that were created with the Legacy builder? If you have created a landing page in the past using the Legacy builder, Pardot will not transfer this page to the new builder. You will be able to edit the page through the Legacy builder.
  • How can I integrate my landing page with Google Analytics or Woopra? To track page activity, you can add Google Analytics or Woopra script to the page under Page Options > Scripts > edit. When you paste your script into the box, select Done > Done.
  • What happens when two users are editing the same landing page? If another user is editing the same landing page at the same time, you will receive a warning message.  If either user saves without incorporating the other’s changes, you may lose your work.  In this case, one user should click “cancel” and let the other finish editing.
    edit warning

Adam Blitzer

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One response to Landing Pages

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