Firstly, what is a landing page?
Simply put, a landing page is a webpage that allows you to capture a visitor’s information through a lead-capture form ( AKA a conversion form)
For a landing page to be great, it needs to target a specific audience, such as traffic from that particular business you have. For example, if your company is selling wheelchairs and mobility equipment, there is no need to target the younger generation. It needs to be encouraging and appealing to your desired audience.
You can build landing pages that allow visitors to download your content offers or redeem other marketing offers such as free trials, coupons and codes, etc.
Creating landing pages allows you to target your audience, offer them something of value (like mentioned above) and convert a higher percentage of your visitors into leads, while at the same time capturing information about who they are and what they’ve wish to achieve.
How Landing Pages Work
For an easy understanding of how landing pages work, they make visitors-to-lead conversions possible in the simplest way.
Now let’s say a mother was looking for a professional painter to paint her new nursery but was first doing some research into colour schemes. She comes across your blog post entitled “10 Popular Nursery Room Colour Schemes for 2017” as a result of a Google search, and she clicks through to read it. When she reaches the bottom of the article, she notices a call-to-action (CTA), which is essentially an ad, for one of your offers – a free painting consultation to help her decide which colour scheme would work best with the size and type of nursery she’s working with. “That would be valuable,” she thinks, clicking on the CTA and visiting the landing page where she can sign up for her free consultation.
The landing page she visited would provide key, essential information and details about what she will gain from this consultation and therefore persuade her to sign up for it and enter her details in the enquiry form on the landing page. When she submits her form containing her contact details that form is now submitted into a potential lead for the painting business! What’s more, she wants to be followed up on her enquiry form and is interested in what the business has to offer.
Forms are not the only way for a potential customer to be converted into a lead. It can be done in numerous amounts of ways. In addition to search, visitors can find your site via other marketing channels such as; email marketing, social media, PPC or referral traffic. Furthermore, they can find your landing pages through calls-to-action such as promotional offers to take the visitor to a great landing page.
The key to success is to create landing pages that are straight to the point, appealing and information that allow easy navigation for visitors to fill in forms and call telephone numbers.
The More Landing Pages You Have, The Better!
This statement could not be any truer! The more landing pages you have, the more conversions you can expect to see. A common misconception people have about landing pages is that businesses do not use landing pages because their marketing department has no idea how to set them up.
Luckily, there are some software solutions available to marketers to create in minutes!