Mayday! Your Visitors Need Somewhere to Land!
Have you had trouble generating leads lately? Have you ever considered how implementing landing pages into your online strategy might help to capture those fleeting prospects? First off, you might be wondering- what exactly is a landing page? Contrary to popular belief, a landing page is not just any page a customer or prospect happens to land on. A landing page is a page whose primary function is to capture contact information through a lead form. Although many successful landing pages include additional engaging content, in order for a page to be categorized as a landing page its primary focus must be the capturing of contact information. So even if your homepage has a form on it, it is not a landing page!
Speaking of your homepage, NextWeb reveals that your landing pages are now even more crucial to your online success than your homepage is. Landing pages target your customers needs better than the content usually provided on your homepage. The sole purpose of content marketing is to guide visitors towards making a commitment and other pages of your website will not likely do this quite as well as a landing page will. With the targeted approach of addressing a particular product or service based on the visitor’s previous engagement with a website or ad, and encouraging them to take action, your landing pages have a better chance for converting a customer based on visitors needs and behavior.
Not convinced this mysterious landing page is so key to your online marketing strategy? In the inbound marketing world, landing pages are essential for converting leads by targeting them and enticing them to learn more about your products and services. They’re customized for a specific product, service or offer, and for this reason, they’re also helpful in establishing exactly where your leads are coming from in terms of ROI and sales tracking. Hubspot points out that every landing page is a data asset, something we emphasized collecting in our Driven By Data series! By collecting this demographic information, you in turn understand your online customers and how to market to them. The visitors that take the time to fill out these kind of forms should be a top priority for your sales team to reach. Landing pages are also the perfect place to feature a call-to-action (CTA) and get a prospect to call you!
So I get it, landing pages are important. Now how do I set it up?
The number one reason businesses don’t use landing pages is because they don’t know how to set them up or they are too busy to find the time to set them up. We highly suggest you take the stress off yourself and leave it to the pros. They’re simple pages if you only have one product to market, but outside of the web design world, they can be daunting to set up for multiple products, services, and offers.
Simplify your content.
Evidence shows customers are mainly skimming your headline, any images, and the call to action on your landing page. So don’t overstuff this page with content, keep it short and emphasize an action step!
Simplify your CTA.
Don’t ask too much from your visitors. Make sure your call-to-action is simple and not overly committing. You don’t want visitors hesitating after they’ve taken the time to fill out the form and are ready to submit. Make it friendly and fresh. For example, a great CTA we’ve found successful is “Let’s Chat!”. It’s intriguing and lets you know that you’ll get more information, not that you’re signing up for a product on the spot.
Utilize a customer testimonial.
Customer testimonials add a great finishing touch to your landing page with the added authority of another customer to affirm your solution. Again, just make sure they’re short and sweet so that they don’t distract from the CTA or the form.
Be benefit focused, not product focused.
Focus on the “why” not the “what”. If your visitors have landed on this page, they probably already have some indication of what your product is, after all, that’s probably how they arrived here. Now, succinctly tell them why they should care and how your solution benefits them.
Once a visitor has finished entering their information and submitted the form, they should always receive a follow-up pop-up that says something along the lines of, “Thanks for reaching out, we look forward to connecting with you soon!” This encourages your visitor that even though the response is automated, their action has been successfully completed and the progress is now in our hands to make happen.
In summary, maximizing your landing page efforts can pay off big for your business online. By following our guidelines and getting set up with specific pages for your products and services you’d like to drive, or offers you are rolling out, you can sit back and watch the leads roll in! We’ve attached an infographic of our tips for you to keep!
Still not quite sure how to make this happen? We can help! Reach out to us in the comments below and we’ll set you up with a digital marketing advisor to get started!