Landing pages, also known as lead capture pages, are an absolute “must have” element for any and all websites – not only to generate leads but for a host of other important reasons.
What Exactly Is a Landing Page?
Oli Gardner, cofounder of Unbounce says, “Landing pages are a focused and customized sales pitch specifically designed to get your visitor to take an action.” It’s a separate page on your website where a visitor can download information related to your industry, products, and services in the form of an ebook, infographic, white paper, video, etc. in exchange for his or her name, email, and other pertinent information you want to gather.
Good landing pages are clear and concise, moving the visitor through a series of actions. Bad landing pages are confusing, and they usually include too much information. The setup of the page should be visually appealing and easy to navigate, with a minimum amount of information and few clicks required. Limit the number of steps your visitor has to take to get that download. We’ve all experienced frustration when what we’ve been promised takes too long to get.
Really good landing pages require 3 pages and at least one follow-up email.
The Landing Page – has the offer and the contact form
The Download Page – has the download link
The Thank You Page – thanks your visitor for downloading the offer and gives you the opportunity to offer them additional info and downloads, as well as asking them to share this with others via social media
Follow-Up Email – it’s considered best practice to send an automatic email once the visitor has downloaded the offer with a link including the offer and of course, another Thank You.
Lead nurturing is a very important part of the process. Now that you have their contact information don’t put it on the shelf. Actively engage them with other offers and promotions related to their original download. For example, if the first offer was an ebook on LinkedIn, offer them a Facebook ebook. This will sort out their actual interest level and either move them further along the sales funnel or not. After they've made one or two more downloads, a phone call is in order because now you have a established a relationship, and you've got something to talk about!
• 50% of those who respond aren’t ready to buy... just yet.
• 78% of sales that start out with a web inquiry are won by the first company to respond.
Beyond moving visitors into prospects and then customers, a landing page has other considerable bennies!
As we all know, Google loves new and unique content. It also loves pages. The more pages you have on your website the better your SEO rankings will be. With the new content and new pages your landing pages provide ,you'll see your SEO rankings continue to rise.
A good landing page will target a particular audience. Depending on your buyer profiles you may not have the same offer for a CEO as a sole entrepreneur. By tracking who downloads what, you can segment them within your email contacts for follow-up offers focused on specific target audiences.
A website is very similar to a brick-and-mortar store in the concept of how visitors flow through it. Understanding how your visitors move through your website provides you with valuable insights aout how to make your guests' experiences even better. You'll also learn what offers convert better than others, so you can “give ‘em what they want!”
Advertising Effectiveness & ROI
Landing pages will tell you just how effective certain promotions are and ultimately the ROI (return on investment) for specific campaigns. If the numbers don’t add up, drop the campaign or tweak it.
Landing pages can be the beginning of a wonderful relationship. If your customers like what you’re giving them, they'll come back for more, tell their friends about you, and look to you as a thought leader in your industry.
Today’s marketing is all about education, engagement, and customization. Landing pages are the perfect vehicle to drive more engagement to your website and to develop closer relationships with your target audiences. The eagle has landed!!
Contact us for more information about Landing Pages and how to incorporate them into your website and marketing strategy.
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