With 68% of b2b businesses using landing pages to generate business, your business can’t afford to be left behind. However despite following industry guides and best practices only 10% of landing pages have conversions of 11.75% or higher.
If you’ve explored How to Evaluate Your Content Marketing Strategy for Lead Generation then you’ve implemented content strategies that are driving traffic to your site. Your next step is to set up your landing pages and conversion funnels so that you can turn those prospects into leads and customers. However you may be asking yourself ‘what is a landing page?’ and ‘why do I need to use a landing page?’
What Is a Landing Page?
According to Unbounce, “in digital marketing, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on a Google AdWords ad or similar”.
Designed with a single focused objective known as a Call to Action (CTA); a landing page is a website page that allows you to capture visitors information via a lead form (where prospects fill out their name, email address and so on). The single objective is to collect the visitors email address first and foremost and then other relevant information to re-market your business or offer.
Landing pages should be targeted to a particular stream of traffic - for example an email campaign promoting an e-book - and as a result of the targeting, and the value of the offer behind the lead capture form, you will convert a percentage of the website visitors into leads, with whom you can start to develop a relationship for your business with. In fact, converting visitors into leads is one of the first steps in creating a relationship between your company and a potential customer.
The primary takeaway is that a landing page is any page on your website without navigation and including a form to convert visitors and prospects into leads.
Landing Page Examples
It’s important to keep your buyer in mind for every single landing page you create; what ad platform are you using, what offer are you promoting, what makes your buyer on this platform tick in relation to that particular offer, what design do they want and what information do they need.
Below are some landing page examples from leading brands that you can consider as a reference point when creating your own Landing Pages.
Why Use a Landing Page?
Whether your goal is to capture leads, sell products or capture data, a landing page is where the magic happens. A well optimized and well designed landing page is a means for generating leads for your business; allowing you to take visitor traffic and turn it into a qualified lead that can be valuable for your business, both relationship and revenue wise.
Benefits of Landing Pages include:
- Lead Intelligence (learning more about your leads through progressive profile building or by simply adjusting your form length based on the stage of the buyer journey your prospect is in)
- Boosting site SEO. Each new landing page adds a page to your site content which includes a slug, a title, keywords and basic copy at a minimum. “SEO-friendly” landing pages are optimized for these items and tell Google how to rank that page in relation to the target keyword. This ensures your page is found in organic search. Organic search typically has a higher conversion rate than other forms of directing traffic to your site, because the prospect is already looking for and open to receiving information on the keyword.
- Maintaining Lead Flow, the long-tail lead benefits of evergreen content. It stands to reason that the more landing pages you have on your website then the more leads you will generate.
- Prospect and Lead Engagement (reviewing which of your leads are most engaged with your content and then using that data to inform other decisions such as the type of offers you generate and the content you write as well as determining how and when a lead becomes sales qualified), and
- Social Media Content.
Lastly, landing pages provide insight into your marketing effectiveness; the more landing pages you create the more data you have on-hand to review against your marketing efforts.
A landing page makes the process of navigating receiving an offer simple for your customers. They don’t need to navigate your website, instead they are sent directly to a single page where they can claim an offer. A visitor will fill out the form on the landing page because they believe the offer or content that will be made accessible to them is of personal value. Conversely, a marketer will provide the offer or content to the visitor so as to capture valuable information that can be used in ongoing marketing efforts.
In short you need landing pages because they help to increase your overall conversion rates. When a landing page includes information on a targeted promotion or a specific product it becomes focused on one single objective. By aligning this objective with the intent of your ad you are driving purposeful, targeted traffic to your page and helping to increase the possibility that a visitor will convert into a potential client or customer.