Landing pages are the most effective tool to make your marketing and lead generation efforts more effective.
Websites with 15 or more Landing Pages receive 600X More Leads!
Here are 5 compelling reasons why:
1. Easily Generate Leads! If you could do one thing right now to drastically improve your lead generation efforts, it would be to use landing pages on your website. Too many companies send their email, social media, and search traffic to their homepages. This is the equivalent of throwing leads away. You could capture these leads at a much higher rate simply by sending them to targeted landing pages.
2. Give Your Offers a Place to Live Marketing offers and landing pages go hand in hand. Think about the painting business example we used in our post Why Landing Pages Are an Indispensable Part of Marketing. Without being gated behind landing pages, your offers will do nothing to support your lead generation efforts. The idea is to require your website visitors to 'pay' you in contact information for something valuable like an offer, and your landing page is the collections tool.
3. Collect Demographic Information About Your Prospects Every time a lead completes a conversion form on a landing page, you are collecting valuable information about your leads. You can then use this information to understand what types of visitors or buyer personas are converting, and you then have a baseline of information about a lead before reaching out.
4. Provide Fuel for Other Marketing Channels A successful Inbound Marketing strategy relies on content - and lots of it. Landing Pages are a great addition to your content arsenal since they can be shared in social media, used as the focus of dedicated email sends and in lead nurturing campaigns, be linked to in PPC ads, and get found in organic search.
5. Offer Insights Into the Effectiveness of Your Marketing Offers Every time you create a landing page, you're creating another data asset for your marketing efforts. By tracking and analyzing the metrics associated with your landing pages , you can collect a lot of insight into your marketing performance, such as the most effective marketing tactics you are using; email marketing, vs social media marketing, vs PPC advertising. This will help you determine where to allocate your budget and where some marketing efforts can stand to improve. This gives you powerful insight that can help you optimize and improve your marketing.
7 Key Components of an Effective Landing Page
Okay, so now you understand what a landing page is, how they work to facilitate lead generation, and why you absolutely, positively need them. But what does a landing page look like? We actually provided an example of an effective Landing Page here:
1. Headline The headline is the first thing visitors will likely see when they 'land' on a landing page. A great landing page headline sums up the offer as clearly and concisely as possible, and answers the question, "What will visitors who convert on this page receive?"
2. Copy The text on a landing page should explain the value of the offer clearly, simply, and in a compelling way. Bullet points can be used to demonstrate clear takeaways, break up large blocks of text, and keep it brief and succinct.
3. Keywords Like any other inbound marketing content, keywords should be used in the page title, headers, and text on a landing page to optimize it for search engines.
4. Hidden Navigation A landing page on which any top/side navigation bars are hidden will minimize distractions, reduce friction, decrease a landing page's bounce rate, and increase the chances that visitors will stay on the page and convert.
5. An Effective Call-to-Action (CTA) Use a clear CTA with action-oriented words that creates a sense of urgency while also communicating value. Make it short and to the point.
6. Lead-Capture / Conversion Form The most critical component of any landing page, the lead-capture or conversion form (also known by data-capture form) is where page visitors submit their information in exchange for the offer, converting them into coveted sales leads.
7. Image Landing pages that include a relevant image give visitors a tangible idea of what they'll receive and make landing pages much more visually appealing.
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?