Landing pages are vital tools to generating qualified leads as part of your inbound marketing strategy. Also referred to as “capture pages”, “squeeze pages”, and “opt-in pages”, a well-designed landing page with an enticing lead offer that resonates with your audience can produce amazing lead conversions for your sales funnel.
These pages are unique in that it serves one sole purpose: capturing the visitors contact details with the intent of being placed on your subscriber list. The relationship between you and your new lead starts at the landing page.
The goal in this guide is to provide an overview addressing questions like what is a landing page, why are they essential to your business, and offering key marketing tips and strategies you should know as a small business owner to improve your landing page success.
What is a Landing Page?
When a user clicks on a call-to-action link either from a website visit, PPC ad, or a recent status post from your social media page, they should be sent to a landing page. Landing pages are webpages strictly designed to capture the prospects contact information (usually name and email) by completing a form in exchange for the free offer promoted. Once the fields on the form have been completed and submitted, this visitor now converts into a lead where you can begin the nurturing process towards becoming a customer of your brand.
The only details on the landing page is related to the lead offer (or lead magnet) that will be delivered to the visitors email. Examples of lead magnets include:
- Resource List
- Guide or Report
- eBook or Whitepaper
- Video series access
- Discount coupon
- Consultation for professional services
- Free trial
- Notification of a future product launch
Landing pages are simple, specific, and clear. There’s only one objective, and that’s to get the contact. No other content remains on these pages except a form, the offer given, and the design of the page itself (images, background, etc.).
Why Should Landing Pages be Different than the Home Page?
To truly be effective in your lead generation strategy, landing pages is the tool…not your home page. You see, your home page gives visitors a glimpse of who you are, what your business is about, the audience you serve and the content you deliver. There are too many factors on your home page for visitors to know that they need to “opt-in” to stay connected with your content.
Yet landing pages allow you to zero in and target on the main action you want your viewers to take. There’s no guessing when viewers land on this page…you want them to exchange their contact for your content, and they know it!
Its okay to include a webform box embedded on your home page where visitors might opt-in. But to scale, monitor, and achieve lead generation results, you want to reserve that for your landing pages!
Why Are Landing Pages Important to Your Business?
Landing pages is a vital tool for every business that desires growth online. Particularly if you embrace the inbound marketing way, landing pages are key ingredients to fulfilling this strategy in your marketing.
Here are several reasons why landing pages are important to your business:
#1 Landing pages improves SEO. One of the best ways to get your site to rank higher when people search locally and on mobile devices is to have lots of local content. Creating landing pages that feature very localized, down to the neighborhood perhaps, content is a great way to start building the local content and link necessary to have your pages move up in the search index for local search.
#2 Creating different landing pages that speak to different audiences boosts conversion rates. You can personalize these pages based on where they originated from. If you featured a landing page on Facebook, you can curtail the content to relate to your followers there
#3 Have landing pages specific to your products and offers. If you have a great eBook or a free workshop, creating a landing page that details, sells and demonstrates the benefits will increase opt-ins
#4 More web real estate that promotes your brand
With this said, a great practice is to have as many landing pagesnecessary that addresses your various buyer personas needs. Test and measure to see which landing pages convert well and focus more on promoting that particular page and similar content.
Quick Tips and Practices for Landing Pages
To wrap up, here are a few final tips to consider to increase effectiveness of your landing pages:
- Keep your landing page content clear, simple and straight to the point
- Pay attention to the fold in your web design. Make sure your call to action is located near the top of the page, where someone can click on it without having to scroll down
- Only ask for what you need…keep the opt-in form fields as minimal as possible
- Your landing page should use only one, at most, two images. You want to avoid visual clutter…remember the goal, to obtain the opt-in
- Always test your results to discover what’s working…and what’s not
Landing pages are central to your lead generation strategy. Begin implementing a plan where you create compelling landing pages that promote your lead magnet to boost conversion rates that grows your email list. Much success!
To learn more about integrating successful landing pages on your website, give us a call or send us a note today at Small Dog Creative 661-702-1310!