Want More Leads? Landing Pages Are The Way To Go!
What the heck is a landing page, and why do I need one? A landing page is a web page that is designed to motivate a specific audience to visit your website. The link to this page is usually presented in direct mail, emails, Facebook advertising campaigns, pay-per-click ads or social media posts. Basically, your landing page should get visitors to subscribe, fill out a form or contact your business.
So, what’s the difference between your website and your landing page? Well, even though they both generate leads for your business, your website should be designed to provide details, improve your business’ online visibility and display case studies. A business website, that is well designed, directs your visitors to take certain actions.
Your landing page, on the other hand, is designed for a for one specific audience. The benefits it brings makes them perfect for driving leads. Here are 7 things a landing page can do for your business.
1. Providing Direct Support For Your Business’ Goals
Researching a fresh niche? Promoting a recently launched product or service? Just need more customers? How about increasing your sales? That’s where a landing page comes in. Whatever the goal your business needs – landing pages are the way to go. They can be targeted to a specific set of people and you can measure how successful you are in achieving your that goal.
When we say specific, we mean nitty gritty specific, the kind of specific that you can’t design a website for. The actions you can lead people to take include providing contact information, subscribing to your newsletter, purchasing, requesting consultations, or signing up for a mailing list.
2. Sending Your Conversions Through The Roof
In the same way that your website can move a visitor to perform a certain action, so can your landing page. Your landing page pushes a call to action. It defines an action that you want your visitors to take and presents it in the easiest way possible. Your business benefits from more conversions, since conversion generally leads to sales and sales means more cash for the business.
3. Obtain Well-needed Insight and Data
Linking a landing page to a particular action, source, content, or campaign can show you the channel that generates the most leads, the offers and topics that interest your audience most or the best performing campaigns. You can track your visitors behavior. This allows you to scale your target market, as well as your campaign strategies, making you more effective.
Implementing A/B testing also helps gather more insight. You can use several landing pages over a period and determine the effectiveness of each. They need not be drastically different. You could possibly use a different video, different text, layout, colors or even vocabulary. In this way, you will see what works for your business and what doesn’t.
4. Higher Returns On Investment In Paid Search Campaigns
Paid search campaigns depend on click through rates. What better way to increase your click-through rates, than with a landing page? For instance, let’s say your business is a shows in search results when an individual searches for “kitchen design” in a search engine. You could direct them to your website’s homepage or another webpage within. However, your homepage gets individuals to your site. A landing page quickly turn that visitor into a qualified leads.
When you have a landing page designed particularly for a certain ad campaign, it will direct visitors to one webpage. This page will show them what they are interested in, making it more likely for them to contact your business or complete your form, and voila a new lead. In view of the fact that the user has found exactly what he/she is searching for, and the landing page takes them closer to their ultimate goal, there is an increased likelihood of the visitor clicking that link and going through the steps.
Compare the above, to being directed to a webpage that has general information that may not even present a clear path to the information that you desire. Ah! Other links may divert your visitors’ attention or they may get overwhelmed by the information, reducing the likelihood of them contacting your business and becoming a lead.
5. A Lengthier Email List
If your landing page is meant to generate leads, that is, get you form submissions or phone calls, it may have a form, or a link to one that collects the visitor’s company, email address, name and/or telephone number. A form that requests an email helps to grow your mailing list.
Upon completion of the form (or somewhere in it), you can have a button or checkbox that allows the person to indicate whether they would like to get offers and emails from your business and also what kind. Then, you add the persons, who have indicated, to your list for announcements, news, promotions, and sales (linked to other landing pages) to make sure that your business is informative and current.
6. Increased Credibility
Content and elements on a landing page can be optimized to achieve the particular objective or task or to direct the user in the path that it is geared towards. Setting a clear course of action for your users and assisting them on that path lets them see that you understand their problem and you have spent time thinking about and designing the most suitable solution for them.
If that isn’t enough, show them what other people have to say. Testimonials on your landing page about the focus service or product are an excellent way to go. Your customers are sure to feel more secure knowing that your solution has worked for real people with real problems, similar to their own.
7. Everybody Knows Your Brand
Ensure that your landing page has consistent branding. That way people readily recognize your brand when they see it. The landing page should look like something they have seen before that is associated with your brand whether the content, feel, layout, look or style.
It should especially resemble the page that it links to. This benefits you by ensuring that user engagement opportunities with your brand are increased. Their familiarity with your brand grows. This is especially important in light of the tendency for clients to purchase products or use services from businesses they know or have seen on a regular basis. Ensure that they remember your business.
To top it all off, landing pages are designed to influence user actions with regards to your business’ goals. They assist with improving your customer relationships, how successful your marketing campaigns are and how much you know about the kind of people your business attracts. Landing pages are for a developed for a particular target audience, and to capture them and turn them into a lead.
Definitely test out a landing page in your next marketing campaign and see the results!