Any savvy online marketer knows that once you are done with all that hard work to create an attractive, user-friendly website and draw visitors to it, the next major step is to convert them into leads for your business. Landing pages, also known as lead pages, give you the best way to get your website visitors to convert.
Landing pages are the core of an online marketer’s lead generation efforts. Converting site visitors into leads is the first step in establishing a relationship between your business and a prospective customer.
A recent study by HubSpot showed that marketers who increased the number of landing pages on their site from 10 to 15 saw a 55 percent increase in leads. This means that the more landing pages you have, the better your chances of interacting with potential customers.
So, what is a landing page?
A landing page is a standalone page on your website that a visitor arrives on after clicking an ad or search result (organic, pay-per-click, social media, or display banner). This page is designed to convert visitors into leads.
A landing page is distinct from your other pages because it has a focused objective for a single offer, which could be getting registrants for a webinar, getting signups for a free software trial, redeeming a marketing offer such as a product coupon, downloading an ebook, or some other singular objective.
Why landing pages work
Landing pages have become an indispensable part of any inbound marketer’s campaign, and their popularity has increased consistently over time. They allow marketers to target their audience, offer them something valuable, and convert as many visitors as possible into leads, while capturing information about them, such as who they are and their interests that got them to convert.
The reason why landing pages work can be explained using the concept of monetary value. You pay for goods and services that you deem necessary every day. Similarly, a landing page contains information about what visitors will get when they signup. For instance, a visitor can choose to submit their information on the landing page’s conversion form to take advantage of an offer, coupon, or webinar that will add value to them.
This is the only way that a visitor can convert into a lead, which is why more landing pages are likely to increase leads. Visitors can find your website and its landing pages through search, email, PPC, referral traffic, social media, or through calls-to-action placed throughout your website.
Benefits of landing pages
If you are still not convinced about the importance of landing pages in your marketing and lead generation efforts, here are 5 more compelling reasons for a landing page:
• They provide an easy way for your sales team to generate leads. Businesses can get more leads by directing visitors from social media, email, or search traffic to a landing page instead of the homepage.
- They give you a place to list your offers and get customer contact information in exchange
- They help you collect demographic information about your prospects so you can focus your marketing efforts in a better way
- They allow you to leverage other marketing channels since they can be shared in social media, linked to in PPC ads, or found in organic search.
- They provide insight into the effectiveness of your marketing offers so you can tweak them appropriately
The key is to create the lead pages themselves, and make them easy to find using marketing channels that potential customers are likely to respond to.