Businesses thrive when sales are high, which can only happen when quality leads are generated. Once you understand the client’s target audience, their needs, their online presence, and how to effectively reach them to increase conversions, it’s time to run lead-generation campaigns. These are ads with a strong call-to-action which direct prospects to specific landing pages which provide the relevant information and contain a lead form to collect data.
Highly-responsive, good quality landing pages form an integral part of any good lead generation campaign and if used optimally, can serve as a powerful tool to bolster revenues.
What Is A Landing Page?
The landing page is the digital equivalent of the direct marketing message, highly targeted and focused on one specific outcome. The goal of the landing page is to stimulate a predetermined action by using targeted copy to connect with a user and convince them to act. It is a web page that allows you to collect information from visitors through a lead-capture form that asks for their contact information such as name, email or a contact number. It’s important that your landing page targets a specific audience, such as visitors who clicked on your client’s pay-per-click ad or traffic from an email campaign that promoted something specific.
Landing pages can be created for SEO purposes in order to capture organic search traffic. They can also be combined with paid advertising on search engines or social media. Creating landing pages enables you to target your audience, provide them with something of value, and convert a higher percentage of your visitors into leads, all while collecting information about who they are and what they converted on.
How Do Landing Pages Work?
Landing pages are a simple exchange of information on a technical level. The visitors to your website want something, and you want something they have, such as their personal information. By removing the navigation and restricting your visitors’ options on the page, you increase the likelihood that they will read about what you have to offer—and eventually convert. Below is an example of how a conversion happens:
- When a person sees a call to action, they are directed to a landing page with a form.
- The individual fills out a form, converting them from a visitor to a lead.
- The form fields’ information is then saved in your leads database.
- Based on what you understand about the contact or lead, you market to them.
Visitors can access your site and its landing pages through a variety of marketing channels, including email, social media, PPC, direct traffic, and referral traffic, in addition to search. Furthermore, they can find your landing pages via calls-to-action on your website or directly as a result of you sharing the link to those landing pages in these other marketing channels. Marketers should create these landing pages so that potential customers can easily find them through their various marketing initiatives.
Key Components Of An Effective Landing Page
The primary reason you would create a landing page as a marketer or brand is to generate leads and achieve the highest conversion rate possible. Here are the key elements of a good landing page to help you design and develop a high-performing marketing asset for your business.
- Headline: The headline is the first thing visitors will see when they ‘land’ on a landing page. It’s critical to keep the headline brief and to the point. Make sure it mentions your primary proposition so visitors know exactly what to expect. For example, if you provide marketing services, specify the type of your USPs and let people know what they will get with your service or product.
- Sub-headline: Create a sub-headline that expands on the headline by providing detailed information to your customer. Show them how and why your offer is valuable to them.
- Copy: The content on a landing page should clearly, simply, and compellingly explain the offer’s value. Bullet points can be used to demonstrate clear takeaways, separate long blocks of text, and keep things brief and to the point.
- Keywords: To optimize a landing page for search engines, keywords should be used in the page title, headers, and text, just like any other inbound marketing content.
- Social Sharing Buttons/Links: These links allow visitors to easily share a landing page with their connections on social networks such as Facebook, LinkedIn, and Twitter, extending the reach of your landing page beyond your own network of contacts and followers.
- Lead-Capture/Conversion Form: The most important component of any landing page, the lead-capture or conversion form is where page visitors submit their information in return for the offer, converting them into valuable sales leads.
- Image: Landing pages with relevant photos give visitors a tangible idea of what they will receive and make landing pages far more visually pleasing.
Why Do You Need Landing Pages?
A landing page is an excellent way to increase traffic, improve SEO, and build your brand. It can also be used as part of a successful PPC strategy. Customers are directed to a specific product, service, or offer via landing pages, which encourages them to take action. Here are more reasons why you need landing pages for your business:
- Easily Generate Leads
Many businesses direct email, social media, and search traffic to their websites. This is the same as throwing away leads. Sending them to targeted landing pages will allow you to capture these leads at a much higher rate. Landing pages are a quick and easy way to generate leads for your sales team, which you can then easily segment, nurture, or distribute.
- Collect Demographic Data on Your Prospects
Every time a lead fills out a conversion form on a landing page, your marketing and sales team gathers valuable information about them. Your marketing team can then use this data to determine which types of visitors or marketing personas are converting, and your sales team will already have a baseline of information about a lead before reaching out.
- Determine Which Prospects Are More Interested
Landing pages allow you to not only generate new leads but also track the reconversions of existing leads, which you can then use to determine which prospects are more engaging with your company. This also allows you to gather better intelligence on your leads’ website behaviors and activities, which your sales team can use in the future.
- Insights into the Efficacy of Your Marketing Offers
Every time you create a landing page, you are adding to your marketing program’s data assets. You can gain a lot of insight into your marketing performance by tracking and analyzing the metrics associated with your landing pages, such as how your various marketing offers compare, how visitors and leads convert on your landing pages over time, and so on. This provides you with valuable information that can help you optimize and improve your marketing.
- Fuel other marketing channels
A successful inbound marketing strategy relies on a large amount of content. Landing pages are an excellent addition to any marketer’s content arsenal because they can be shared on social media, used as the centerpiece of dedicated email sends and lead nurturing campaigns, linked to PPC ads, and found in organic search.
- Don’t let your offers go unnoticed.
Marketing offers and landing pages are inextricably linked. The idea is to require visitors to your website to ‘pay’ you in contact information in exchange for something valuable, such as an offer, and your landing page serves as the collection tool.
The more landing pages you build, the more chances you will have of converting visitors into leads. You should make certain that each landing page copy persuasively argues why the user should convert. For example, you could explain why your products are beneficial to the user or how your services can improve the user’s life. Most importantly, make sure you are constantly testing and reviewing the results to learn how to improve your landing pages.
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