Any savvy marketer knows 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!
Landing pages are much too critical to the success of your lead generation efforts to sweep under the rug, and here’s why.
1) Easily Generate Leads!
If there was one thing we could encourage you to do to drastically improve your lead generation efforts, it would be to use landing pages on your website. Too many businesses send their email links, social media, and search traffic to their home pages. Home pages are designed to give information, with multiple clicks around, on and off your website – and that’s not your goal! You could capture these leads at a much higher rate simply by sending them to targeted landing pages. Landing pages provide a very easy way to generate leads for your sales team that you can then easily segment, nurture, or distribute to your sales team.
2) Give Your Offers a Place to Live
When you send people to a landing page you are only asking them to do one thing. If you have multiple offers for different types of clients then you don’t want them wandering around your site and getting the wrong offer (if they will even stay on your site for that long when you’re not specifically offering them something of value). Having dedicated landing pages, keeps your offers safe and separate.
3) Collect Demographic Information About Your Prospects
Every time a lead completes a conversion form on a landing page, your business is collecting valuable information about your leads which you can then use to understand what types of visitors or marketing personas are converting. This enables you to have a baseline of information about a lead before they even reach out. This information can then also be used for detailed targeting on platforms such as Facebook.
4) Understand Which Prospects Are More Engaged
If you have multiple different offers or types of products then landing pages not only enable you to generate new leads; they also allow you to track reconversions of existing leads. This in turn enables you to identify which customers are more engaged with your business, and collect better intelligence on their behaviour and activities on your website. All this information is highly useful when creating new products or optimising your sales funnels.
5) Provide Fuel for Other Marketing Channels
A successful marketing strategy relies on good content – and lots of it. Landing pages are a great addition to any marketer’s content arsenal since they can be shared on social media, used as the focus of dedicated email sends (and in lead nurturing campaigns), be linked to in PPC ads, and get found in organic search. Plus all of these clicks helps you with your SEO ranking – which is a bonus!
6) Offer Insights Into the Effectiveness of Your Marketing Offers
Every time you create a landing page, you’re creating another data asset for your marketing program. By tracking and analysing the metrics associated with your landing pages, you can collect a lot of insight into your marketing performance. This gives you powerful insight that can help you optimise and improve your marketing.
7) The More Landing Pages You Have, The Better!
Put simply, the more landing pages you create, the more opportunities you’ll have to convert visitors into leads. Plus you can create different variants which allow you to see what images and copy are performing better than others. This isn’t easily done for a website, but with landing pages you can afford to ‘play around’.
So have we convinced you yet? If you’ve still got questions or you’re a little unsure have a chat to one of our team. Not only are we experts at creating converting landing pages but we can integrate them into your existing marketing efforts.