If you are looking to improve your marketing ROI, we suggest you consider landing pages. Studies show that almost 1 in 10 people who visit a landing page will become potential customers or leads. That may seem like a small number. However, if you do the math, it is entirely possible 1,000 people could become leads on your landing page if 10,000 people visit it. That equals a lot of leads for most small-to-medium-sized businesses.
A landing page is just a standalone web page potential customers can “land” on when they click through from an ad, email or another website. Your landing page should aim to capture information from potential customers in exchange for something of value. You can offer B2B insights, retail discount codes or valuable insights in a white paper.
Web pages and landing pages are not the same thing. They don’t live in website evergreen navigation. Landing pages are designed to serve a specific purpose at a specific moment of an advertising campaign to a target audience.
Types of Landing Page Offers
Remember, landing pages have a single purpose: to convert leads for your business. Landing pages can offer a variety of content specific to each page and can include:
1. App Download
A mobile app isn’t just a way to improve your customer experience. It can also help your business capture those all-important leads. Lead-optimized landing pages inviting users to download an app are common.
2. Email Newsletter Subscription
Perhaps you have written a blog on a specific topic. You could develop an ebook or whitepaper elaborating specific details or you could offer your readers an email newsletter with updated content on that topic. It’s imperative to remember to use a call-to-action (CTA) to invite readers to subscribe to your blog or site. This CTA can link to a separate landing page where they can sign up for your email list.
3. Ebooks and Whitepapers
If you have a post or article that introduces your audience to a particular subject they want to learn about, satisfy their hunger for knowledge by elaborating on the subject in an ebook or whitepaper. With a landing page, you can "gate" this resource behind a lead-capturing form. Visitors complete the form, giving you their information in exchange for accessing the content.
4. Event Registration
Events are an excellent way to collect information from your audience. Any event you are running, and its various sessions and keynotes, can have its own landing page. This will help you convert interested prospects into event attendees and leads.
5. Online Course Enrollment
Regardless of the type of education or training offered, online courses should have their own landing pages. This type of content adds value to the client’s experience as they receive broader access to you via private channels like email for content discussion and feedback.
6. Community Membership
Building a strong community of customers is an excellent way to ensure your business succeeds. When you design an effective landing page that allows visitors to sign up and become an integral part of your business you help bring customers to your business and find success.
7. Free Trial
If you offer a free demo of your product or service, it should have its own landing page. You can easily bring users to a page that allows them to sign up for a free trial of your product or services. They can do this by providing their name, email address and any other information you deem necessary to give them the highest possible customer experience.
In order to make your hard work pay off, you need to follow up with those customer leads — they have shown an interest so don’t let your diligent work fall to waste. Make sure your sales team closes the deal!
What makes a landing page effective?
Landing pages can be thought of like baseball mitts. They catch the traffic your marketing campaign pitches to your audience. Your landing page needs to be specific to the type of traffic it will catch. Your landing page should have the following components:
1. Intuitive Navigation
Once you have potential customers on your page, don’t distract them! Control the number of exits from your landing page, keeping visitors focused on filling out your form. Remove website navigation elements on landing pages to focus on your content.
2. Focused Communication
A landing page should never be a catch-all for everything you have done or offer. People visiting your landing page will be looking for one particular product or service, and this offer should match the communication they received before clicking through to your landing page.
3. Valuable Content Offers
When you offer valuable content, your users will share their contact information. Always remember to ask yourself whether your offer is compelling for your audience. Your landing page needs to demonstrate that value. You can ensure your landing page adds value by showing your audience the content they're receiving — directly on the page.
4. Sharing Options
Remember the largest community of your most effective (and free) marketers is your audience. The use of share links on your landing page encourages visitors to share your content with their audiences.
5. Concise Copy and Lead Forms
A successful landing page has straightforward content that is to the point. Originality and clarity are vital, as visitors may lose interest quickly if they can't understand your offering. Remember that less can be more when engaging your audience and achieving conversions.
6. Tracking and Analytics
It’s helpful to be aware of how many visitors come to your landing page. It’s another to know where those visitors came from. Without this information, you cannot optimize your marketing campaigns to generate more leads. Check out our previous posts on analytics here.
7. Constant Improvement
Think of your landing pages as works in progress. They could always use more testing and improvement.
Catch More Leads with Effective Landing Pages
Don’t let your efforts to work go to waste. You have spent time, money and energy designing your digital marketing campaign. Converting visitors into leads is your main goal. Quality landing pages for each campaign or offer you create are critical to any lead generation strategy. By employing the best practices in this article to build the most effective landing pages for your business you can capture the leads you need to succeed. Not sure where to start? Call the experts at Alley Kat Web Consulting today for your free needs assessment. Now you know what landing pages are, you can start creating yours and capturing those leads today.