It is all very well having a wonderful online marketing strategy but if your landing pages are not up to scratch, you may as well forget it. The landing page is the shop window and imagine looking into a shop window and not liking what you see or not understanding what you see, it is going to turn you off straight away. So, having landing pages that inspire and inform is key encouraging visitors converting into customers. As always, being relevant is very important and tying your advert with your landing page is a must. If your landing page does not match your advert, visitors are unlikely to hang around as they do not want to spend time searching for whatever it is they are looking for, they want to be taken straight to the relevant page. Use an attention grabbing headline and make sure you have a call to action in a prominent place. Getting the landing page right will give you the best possible chance for conversions and in the end, this is what it’s all about.
Any savvy inbound 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 (2nd edition), 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 an inbound marketer’s lead generation efforts, so why are they still so underutilized? MarketingSherpa cites that the number one reason businesses don’t use landing pages is because their marketing department doesn’t know how to set them up or they are too overloaded.
But let’s put a stop to this, shall we, marketers? 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 (AKA a conversion form).
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 pay-per-click ad promoting your webinar. 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, 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. Click here to continue reading