This is really pointless if you don’t have the means to capture contact data. Way too many people are concerned with their organic rankings on Google while forgetting about the sales aspect of their business. Isn’t the point of your website to get your visitors to buy your product or service?
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Subway Landing Page Example[/caption]Why Do I Need Landing Pages?
Obviously the ultimate goal is to have the visitor purchase immediately, but this is actually even rarer than you think--96% of first-time visitors to your website aren’t ready to buy. It’s a prime reason why you need landing pages. The next best option is to generate a lead by capturing visitors’ contact data and adding them to your sales funnel. You will now have the opportunity to email them and nurture them down your sales funnel by continuing to market to them via email, phone calls, or social media to influence them to buy from you. The more landing pages you have, the more opportunities to generate leads and fill your funnel.
A landing page needs a form to capture contact data for a website visitor. In most cases, you do not want to include your main navigation bar at the top of the landing page so the visitor’s only option is to complete the form. Not including the navigation bar has been shown to increase conversion rates by as much as 100%.
Creating a Landing Page
All of your content on the landing page should be contained above the fold. This means that the visitor should not be required to scroll down to see any of the page content. Effective landing pages will also contain an image that is relevant to the call-to-action button that drove the visitor to the landing page. The text should be very direct and easy to read.
Landing Page Tips:
- Use a compelling title that is relevant to your CTA.
- Place all of your content above the fold.
- Keep your opening and closing paragraphs to 3-5 sentences.
- Use bullet points to clearly display your value propositions.
- Add a compelling image that is clearly relevant to your offer.
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12 Step Landing Page Theory[/caption]How to Use Landing Pages
A landing page is typically linked to an offer. An offer can be advertised through a call-to-action button on your site, a link in your on-page text, a PPC ad, or even a QR Code on a billboard or a piece of print marketing material. The point is, you can link to a landing page from just about anywhere and you will want to because landing pages are so effective.
The design of your landing page is extremely important and affects the conversion rate of your forms. The look, headline, and text must all be relevant to the offer to obtain a high conversion rate. Design does matter, but that doesn’t mean you need a graphic designer, especially if you use marketing software such as HubSpot, which allows anyone to easily create landing pages.
All too often, we see the cardinal sin of PPC when people link their campaigns to their homepage instead of a landing page. Another benefit of using these pages, aside from capturing the data, is that most software should capture visitor data and segment it for you, so you know the exact source of your visitors and new leads. If you are not able to track this data, you will never know how successful your campaign is and you probably need to look into a software such as HubSpot that tracks it for you.
Takeaway
Start building landing pages today and build lots of them--companies that increase their number of landing pages from 10 to 15 receive 55% more leads. Your Contact Us page is technically a landing page, but it does not qualify someone as a lead, so start creating some offers or link your ad campaigns to your newly designed landing pages. If you need some help with this, please let us know.
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