Let’s start with a definition, before we tackle the main question of ‘How can landing pages help your business?’…
What are landing pages?
A landing page is a web page that allows you to capture a visitor’s information through a lead-capture form. It’s a webpage that you land on because of an action such as clicking an ad, marketing email or promotion. A good landing page targets a particular audience who are looking for a specific service, or product.
You can also build landing pages that allow visitors to download your content offers (whitepapers, webinars etc.), or redeem offers such as free trials, coupons, or demos for your product or service.
So, how can landing pages help your business? By creating landing pages for your business, it allows you to target your specific audiences, and offer them what they are looking for. This will lead to a higher percentage of your visitors converting into leads. Not only that, but you’ll also capture information about who they are and where they have converted.
Why do I need landing pages?
Businesses need sales, and landing pages are an effective way of driving traffic to your website. According to Marketing Sherpa, 68% of B2B businesses use landing pages to generate leads for future conversion, but 44% of these clicks are taken to home pages. Landing pages should lead customers to a specific service, product or offer. This will encourage them to take action, so you can convert leads and increase your customers.
Key takeaway:
- Landing pages deliver more conversions and leads as they have a single focus and target a specific audience
- They allow you to develop targeted content for specific audiences
- They also provide your business with actionable data allowing you to identify which channels are driving the most traffic and conversions
How to create landing pages that convert
- The headline. Your landing page headline needs to sum up the benefits being offered to the site visitor. It needs to draw them in and make them want to click through to the landing page.
- Be creative. Include photos, infographics, or video on your landing page to showcase the benefits of your service or product.
- Less is more. Research shows that just one call to action leads to higher conversion rates, as it limits distractions.
- Minimise Navigation. By not including navigation or exit link on the landing page it’ll keep the visitor on the page, and they will be more likely to convert.
- No lengthy forms. By making it easy for leads to complete the lead capture form they are more likely to do so. Be honest, you don’t really need their home address, do you?!
- Incentivise your visitors. How will you encourage your lead to convert? Maybe you can offer a free trial, eBook, whitepaper, or other valuable content.
- Build trust. How? With social proof and stats, including video testimonials from existing customers, ratings from review sites etc.
- Say thank you. When a lead has completed the call to action say thank you with a thank you page to inform them of the next steps of where they can download the content they signed up for, or details of when someone will be in touch to discuss their enquiry etc.
- Keep the communication going. After the lead gets what they wanted through the call to action, keep in touch, nurture the lead with further offers, content and information that they might find useful about your products or services.
- Test and Optimise. Test how effective different landing page design is with A/B testing, and optimise for improved results. For accurate results, test different elements one at a time. For example, the headline, then images, then CTA.
How can landing pages help your business? Final Thoughts…
Landing pages, if used effectively are an effective way of driving traffic to your website and creating leads. But many businesses, still direct traffic to their generic homepage because they don’t have the resource to develop, and test effective landing pages. That’s where Capella Synergy come in. Contact us today to discuss how we can increase your conversions with marketing strategy that gets results.