Once the bees are in the hive, you want them to turn pollen into honey, right? Any marketer will agree that the hard work doesn’t stop when your site’s attracted visitors – it’s only just begun! The next step is to convert those clicks into leads, and the best way to do this is to make a banging landing page.
A landing page is simply a web page that allows you to capture your visitors’ information through a lead capture form (AKA conversion form). It’s an easy way to target an audience, offer something lucrative and capture valuable information about the conversion process.
Unfortunately, MarketingSherpa says that not many businesses use landing pages, with the main reason being that their marketing department doesn’t know how to set them up, or they are too swamped with other work.
But the reality is, landing pages can have a direct effect on your success rate. A good landing page is easy to access, has a clear call-to-action and provides some information on the details of the product or service you’re offering. It should be set out in a way that makes the visitor believe it’s truly worth giving away personal details for – a win-win situation that leaves both you and the visitor happy.
Here are six reasons why you need to pay more attention to a landing page.
Too many companies are prioritising their homepage, which doesn’t do you any favours in terms of leads. Next time, direct your audience from emails, social media and search traffic to a captivating landing page. It’s the easiest way to generate leads!
Create a permanent home for your marketing offers. You know how people who play hard to get are more attractive? Keep your offers behind a door and make them work for it (i.e. fill out a form to gain access).
Landing pages are a great way to collect important demographic information. Every time a visitor completes a conversion form, your marketing and sales team are collecting indispensable tips, which in turn will help them understand what types of people your site is attracting.
Just because you’re after new leads doesn’t mean the old ones don’t matter. Landing pages work hard to both generate new leads and track reconversions of existing leads, which you can then use to identify which prospects are more engaged with your business.
Content is the main body of your marketing strategy, so it’s always better to have more of it. Landing pages are a great way to flesh out your site’s existing content and they can be shared across many social platforms.
Every landing page is another data asset for your marketing programme. They offer insights into the effectiveness of your offers by tracking and analysing the metrics associated with your page. This is definitely a case where knowledge is power.
Still not convinced? You can read more about the importance of landing pages here.
24 July 2017