Learn what a landing page is and how your business can use it to convert more qualified leads
If you could do one thing to dramatically improve your marketing ROI today, it would be to create landing pages to convert new leads.
Approximately 10% of people who make it to a landing page will become customers or leads. While that number might not seem impressive, when you do the math, there’s reason to believe that 1,000 people could become leads on your landing page if 10,000 people visit it, and that’s a lot of leads for most small-to-medium-sized businesses. These visitors are more qualified for your offer than using other lead capture methods.
Let’s look at what a landing page is and how having one (or more) can help you grow your business.
A landing page is a specific page on your website where you collect a visitor’s contact information in exchange for a resource, usually something free like an ebook. This contact information is collected using a lead-capture form where visitors enter details like their name, email address, and job title.
Generating leads for your business is a necessary part of your marketing campaign. You can do this through social media, content marketing, paid ads — the list goes on. With each digital campaign you run — no matter what channel you use — the people you’re targeting won’t convert themselves into potential customers. To do that, you’ll need a quality landing page that’s built specifically to convert those visitors. If you don’t have at least a few landing pages on your website, you’re missing out on opportunities to turn these individuals into paying customers down the line.
Let’s explore the benefits that come with landing pages and how you might use one to reach your business goals.
The goal of a landing page is to convert and build a cache of leads that can be nurtured with more personalized marketing campaigns using email, direct mail, paid ads, or other types of targeted marketing before those leads reach your sales team to make a purchase.
You can target leads using a specific content offer on each landing page.
Here are the types of content offers you can add to a landing page to convert visitors into leads:
If you’ve written a blog post that introduces a topic your audience wants to learn about, you can satisfy their interest in that topic by elaborating on the subject in an ebook or whitepaper. Using a landing page, you can “gate” this resource behind a lead-capture form. Once your visitors complete the form, they’ll be able to access the content.
Let’s say you write a lot of blog content on a similar topic. Sure, you can develop an ebook or whitepaper that elaborates on specific details, but you can also offer your readers an email newsletter they can subscribe to for the latest content on that topic. On various blog posts, use a call-to-action (CTA) to invite readers to subscribe to your blog. This CTA can link to a separate landing page where they can sign up for your email list.
For example, Advent Trinity sends out a monthly newsletter letting our clients know what’s going on in our world. We include calls to action (whether it’s to listen to our podcast or read the latest article in our blog) to keep our clients engaged.
If you offer various courses or workshops to your audience, they should have their own landing pages. Using these pages, you can invite new students to sign up for a class or webinar you offer. This type of content adds value to the client’s experience — they’ll have more access to you through a private channel like email to discuss the course content and get feedback on their progress.
For instance, Advent Trinity offers multiple workshops throughout the year to interest businesses wanting to increase their sales or boost their online presence. We use landing pages to connect with those who are interested in the current workshop and future webinars.
Offer a free demo of a product on its own landing page. Bring users to a page where they can sign up for a free trial of your software using their name, email address, job title, and any other information you deem necessary to give them the best customer experience.
Don’t forget to follow up with these leads — they’ve already demonstrated an interest in what you sell based on your landing page, so make sure your sales team closes the deal.
You can use a landing page for numerous things. Create landing pages for each of your offers so you can monitor what your customers are most interested in and create an email list designed specifically for them.
The benefits of building a landing page for each of your offers are endless. Here are seven factors that make this lead generation tool indispensable.
Having a targeted page that directly ties back to an offer or next step is critical to providing value upfront. This can also encourage new site visitors to provide their information in exchange for an immediate, tangible reward.
Many companies send their advertising, email, or social media traffic to their home page. This is a huge missed opportunity. When you know a stream of targeted traffic will be coming to your website, you can increase the likelihood of converting that traffic into leads by using a targeted landing page.
By creating various landing pages with segmented offers, you can track which topics convert at the highest rate. This can give you valuable insights into your audience’s interests.
Use the data you collect from your landing pages to create a more targeted, personalized marketing strategy. Plus, landing pages don’t just tell you which content your audience likes best — they also tell you which channels your leads prefer. This can enable your marketing team to refine the strategy further, promoting content and engaging with your audience on the channel(s) they’re already using.
In exchange for the content offered on your landing page, you’ll typically ask users to provide their email and name. This can help you quickly grow your email subscriber list, and segment that list to provide more personalized follow-up emails.
People who’ve filled out a form in exchange for content or information on your product or service have shown an interest in what you have to offer. This ensures your subscriber list is filled with potentially high-quality leads.
A landing page is a fantastic opportunity to get creative and test out various designs to determine which visuals and copy perform best with your target audience. Additionally, it’s often lower risk to test out a new landing page, rather than making major design changes to your entire website infrastructure.
If you’ve created a specific landing page to market your new product or service, you can then use that landing page to measure metrics directly tied to your business goals.
You might measure conversion metrics on that landing page to determine how well your campaign is performing, or whether you need to make tweaks to communicate the true value of your new product. Additionally, you can measure which sites drive the highest conversions to your landing page, and put more resources into marketing your email tool on those sites or social media.
One of the biggest benefits of a landing page is the opportunity to add context to your marketing offer. You can explain more in-depth what you are offering and how a customer can benefit from your offer.
Ultimately, a sleek, well-designed landing page can impress new visitors and turn them into leads by demonstrating the valuable content your company can deliver. A landing page is a space you can use to tell your visitors what you’re offering, and how it can positively impact them. Even if a viewer doesn’t immediately convert, a well-designed landing page can increase brand recognition and help nurture leads for future sales. Take the time to create an engaging, interactive, interesting landing page that communicates the value of your brand.
Advent Trinity uses effective strategies to design the perfect landing page for your business.