What do we mean by ‘landing page’? When and where do I need one (or more than one)? Quite simply, a landing page is the name for any page that receives traffic from any source other than from another webpage on your site. It could be from a pay-per click ad. It might be from a ‘how to’ guide. It may also be from a blog post or social media link.
Marketers like landing pages because they work. It’s estimated that websites with 30-plus landing pages achieve seven times as many leads as a site with only 10. More than two thirds of B2B businesses use landing pages to get new sales leads for future conversion.
This all assumes that landing pages are used in the right way – and the biggest hurdle to overcome first of all is getting the right traffic to your landing page in the first place. Here are three strategies to bear in mind…
1. New campaign? It’s probably time for a new landing page…
So you have a new service or promotion that you’re showcasing, either through paid or natural search. Where do you want to direct those potential new leads? Your instincts might suggest your homepage – but the chances are this would be a mistake. Especially if you offer multiple services, it’s likely that your homepage is essentially a broad overview of what your organisation is all about. There will be some info on that page that’s of interest to that particular visitor, but they’ll have to put in a little bit of work to find it.
Your homepage is trying to be all things to all people. A good landing page is the opposite of this as it relates directly and solely to what that particular visitor wants to know at that particular point in time.
So far as content is concerned, keep it simple. It should be less about how great your company is and much more about specific solutions for that visitor’s problem. Be especially careful with calls to action. Remember that approximately 96% of first time visitors to websites are not yet ready to buy – and that percentage is likely to be even higher with complex products and services. Depending on the product, the next logical step could be to direct the visitor to another page on the site giving more detailed information or else an invitation to receive further information.
2. Consider appropriate landing pages at the same time as you plan your blog content
You probably already know that by providing useful content through your blog, social media (or better still, on external sites), you can help position your business as a valuable source of information within your niche – and you can also help to get your website noticed. Rather than providing an interesting read, does your content actually go anywhere? Does it perform a function? Anyone who took the time to read through your article will have done so precisely because they have a specific issue that needs to be addressed. You could provide a link to your homepage. What’s much better though, is to direct them to a landing page that’s a natural extension of the information they’ve just read.
It’s not about creating a separate landing page for each blog entry. What it involves is thinking carefully about what additional landing pages might be desirable when you draft your editorial plan.
3. Create something special for existing leads and customers
In real life, you wouldn’t speak to an old friend in the same way you would to someone you’ve just met – something that’s all too easily overlooked when it comes to communicating with existing leads and customers.
Is your new service a natural extension to what you’re already offering to existing customers? If so, the perfect accompaniment to a campaign of personalised and targeted messages to those customers is a landing page that acknowledges that existing relationship.
For leads that have not yet converted, consider a series of landing pages that slowly nurture the relationship and address leads’ concerns as they pass through the sales funnel.
Your main website pages are important – and the ease with which your potential customers are able to navigate your site and pick up the information they need is a vital trust indicator. Often though, visitors require a more personal approach and this is why landing pages are such a potentially valuable part of any marketing strategy.