Well-constructed landing pages can help you increase leads and convert prospects. When done right, the snappy landing page is like the digital version of an engaging, informative first meeting. It draws your customer in and prompts them to take the next step in getting to know more about you and your brand.
What is a landing page?
A landing page is a single page that serves a specific marketing function, usually separate from your website. WSI explains, “As a general rule, using landing pages enables you to complete a post-click sequence with a dedicated page that shows the visitor they have landed in the right place. Busy homepages or product pages have the potential to muddy the waters, whereas landing pages make it very clear what outcome will result from the visitor’s click-through. By making a landing page, you refine and improve your visitor interaction and thus increase the chances of conversion.”
Why use landing pages?
If you are looking for an effective lead conversion tool, landing pages are the way to go. WSI concurs, “A landing page is a great way to drive traffic, improve your SEO and build your brand. It can also form part of an effective PPC strategy. Approximately 68% of B2B businesses use landing pages to generate leads for future conversion.”
A well-developed landing page will lead prospects right where you want them—arriving at engaging information about a specific product, service, or offer with a strong CTA to encourage that next step. PRO TIP: Use multiple landing pages geared toward specific customer segments with targeted CTAs to create conversions and build your customer base.
Even if you’re already using landing pages as part of your digital marketing strategy, it’s always beneficial to brush up on best practices.
Summarized from WSI, here’s what makes a good landing page.
1. It zeroes in on the offer, not the company.
The landing page is not the place to dive into the history of your company. The easiest way to convert a prospect? Give them what they want. Provide the promised offer code or download—and then include a link to your website so they can visit at their leisure.
2. It’s focused, direct, and free of distractions.
Make your prospects’ lives easy. Landing page content should help them quickly get what they came for by completing a straightforward registration process. If your form is lengthy, consider breaking it up into multiple steps to make it more manageable.
3. It speaks to a specific audience.
Segmenting your customer base helps you to target particular consumers through customized campaigns. For example, suppose you have a base drawn to a specific offer, such as an eBook or discount. In that case, your landing page can serve as a built-in segmentation device, allowing you to nurture these leads effectively going forward.
4. It collects specific information about your prospective customers.
Be sure to gather the information you need, not merely their name and email address. Your form capture should give you some idea of why a person clicked and what their long-term connection to your company might look like.
5. It provides your special offers with a home.
Unless they are tied to landing pages, your special online offers don’t have a direct connection to your business. Creating a landing page provides a place for your offers to reside.
6. It closes the loop.
Your landing page should always be followed up with a thank you. Not only is it polite, but the follow-up also assures the prospect they’ve completed the registration process.
7. It allows users access to your other marketing channels.
Your prospect likes what you’ve just offered. Now you can provide links to other related offers, your social media profiles, or an email list signup.
We know that an integrated digital strategy is best for driving brand growth. And when it comes to turning traffic into conversions, landing pages can be one of the most important aspects of a digital marketing effort. I hope you’ve found these landing page content tips helpful. If you’re interested in learning more, reach out to me on LinkedIn.
Convert digital traffic into leads with engaging landing pages. Include these top 7 landing page elements to make your brand message stand out.