What are Landing Pages and Why They're Indispensable
Any savvy marketer "gets" that once you've done all that hard work to get visitors to your website, the next big step is to convert them into leads for your business. But what's the best way to get them to convert?
Landing pages , that's what!
Unfortunately, there seems to be a major disconnect between the importance of landing pages and their use by marketers. According to MarketingSherpa's Landing Page Handbook, 44% of clicks for B2B companies are directed to the business' homepage, not a special landing page . Furthermore, of the B2B companies that are using landing pages, 62% have six or fewer total landing pages .
Landing pages are the heart and soul of your lead generation efforts, so why are they still so underutilized?
The number one reason businesses don't use landing pages is because business owners don’t know how to set them up.
Let's put a stop to this, shall we? Landing pages are much too critical to the success of your lead generation efforts to sweep under the rug, and here's why.
What is a Landing Page?
First, let's start with a simple definition:
A landing page is a web page that allows you to capture a visitor's information through a lead-capture form (also referred to as conversion forms, webforms and data-capture forms).
A good landing page will target a particular audience, such as traffic from an email campaign promoting a particular eBook, or visitors who click on a Facebook Ad promoting a free eBook download. You can build landing pages that allow visitors to download your content offers (eBooks, whitepapers, webinars, etc.), or redeem other marketing offers such as free trials, demos, or coupons for your product.
Creating landing pages allows you to target your audience driving them in the direction you want them to go, offer them something of value, and convert a higher percentage of your visitors into leads, while also capturing information about who they are and what they've converted on.
How Landing Pages Work
For a more complete understanding of how landing pages make visitor-to-lead conversions (and reconversions) possible, let's talk through a hypothetical scenario that will help demonstrate the simple pathway of a visitor into a lead through a landing page.
Let's say you own a professional painting business, and your services include a variety of professional indoor and outdoor paint jobs. You're a savvy marketer, so you maintain a business blog that features articles about painting tips and tricks. You also have several more premium marketing offers like free educational ebooks on painting and free, no-obligation painting consultations.
Now let's say a mother was looking for a professional painter to paint her new baby-to-be's nursery but was first doing some research into color schemes. She comes across your blog post entitled "10 Popular Nursery Room Color Schemes for 2016" as a result of a Google search, and she clicks through to read it.
When she reaches the bottom of the article, she notices a call-to-action (CTA), which is essentially an ad, for one of your offers - a free painting consultation to help her decide which color scheme would work best with the size and type of nursery she's working with. "That would be valuable," she thinks, clicking on the CTA will bring her to the landing page where she can sign up for her free consultation.
RELATED: The Importance An Effective Call-to-Action
The landing page provides some additional information and details about what she will get out of the free consultation, convincing her it's worth providing her contact information on the landing page's conversion form in order to take advantage of the offer. She submits her information, and voila! -- she's now a warmed lead for your painting business with whom you can easily follow up! What's more, she wants you to follow up with her!
And this isn't the only pathway through which a visitor can travel to convert into a lead. In addition to search, visitors can find your site and its landing pages through a number of marketing channels including email marketing, social media, PPC, direct traffic, or referral traffic. Furthermore, they can find your landing pages through calls-to-action you place throughout your website, or directly as a result of you sharing the link to those landing pages in these other marketing channels.
The Above Reason is why we insert “Related:” or "Free Download:" links in our blog posts. Some go to our Landing Pages which offer you free resources and tools to help you grow your business.
For example, check-out:
FREE DOWNLOAD: Your Interactive Marketing Action Plan Template
The key is to create these landing pages in the first place, and make it easy for potential customers to find them in your various marketing efforts.
How much are landing pages a part of your business' marketing strategy? What CTAs have been working for you? What tactics do you use to assess your CTA performance?
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