Great landing pages are all about action. When a landing page is executed in the right way, it has a single, specific job to do to encourage leads to take the next step along the buyer journey. It’s simple, it’s to the point and it’s definitely not the right place for a lengthy sales spiel.
Presentation’s important – and so is the actual content – but there’s more to putting together an awesome landing page than just making it look pretty. For more on how to get the layout and text right, check out our landing page optimisation guide for some useful do's and don’ts.
Capturing email information, encouraging downloads, promoting events, offering free trials and demos… Look closely at any successful campaign and it’s likely you’ll find landing page examples that are performing lots of different roles. With research from Hubspot suggesting that companies with 30+ landing pages generated 7.5 times as many leads as those with 1 to 5 pages, it may seem on first glance that success with landing pages is linked directly to sheer quantity. It’s not quite that simple. With each page, ask yourself two questions:
- What do I want the lead to do after looking at this landing page?
- Does the page do all it can in persuading the lead to take that next step?
Here’s what to bear in mind in typical situations where the best landing pages are used…
PPC and selling to businesses: a landing page isn’t a shortcut to a quick sale
So your ads are getting clicks, but leads don’t seem to go anywhere after viewing the linked landing page. This could be a sign that you’re expecting the page to do far too much, too soon. The fact that you’re getting clicks shows that viewing ads plays at least some part in the buyer’s journey. Look closer at your buyer profiles though, and you’re likely to find that this is just a very small part of that journey - so bear in mind the following with your ad-linked landing pages:
Try and pinpoint the stages within the process when your leads tend to view PPC ads
Reject the temptation to go for a “click here to buy now” approach with your landing page. Instead, refer directly to the questions leads ask and concerns they have at this particular stage (your buyer profiles should give you this info).
Focus the content of the page on that particular keyword.
For instance, if the lead has searched for ‘inventory management software’, this is what you should focus on in your copy. Leads don’t want to have to scroll through lots of info about staff management and customer management functionality to get to the stuff that relates directly to their particular search – they’ll simply click back and go to the next ad. This means if yours is an ‘all-singing, all-dancing’ solution, you’ll need multiple, targeted pages, each one referencing one specific keyword.
As a next step for the lead to take, consider email sign-up in exchange for gated content that relates to what the lead wants to hear at this stage – e.g. ‘Tips for slashing operating costs through smarter inventory management’.
How to use a landing page to win contact information…
Whether it’s from an ad, a social post or an article you’ve posted, your goal from a landing page as part of a lead nurturing campaign is usually to get some form of contact information from your lead. A few recommendations here:
- An email address is all the information you need in the early stages. Assuming leads use their works email, this will tell you who they work for – and there’s nothing to stop you looking up that company yourself.
- Quid pro quo: the more valuable the information you’re giving away (a free trial, for instance), the more information you can ask for – e.g. confirmation of key decision makers, reasons for the enquiry, details of what solutions they have in place already.
- Leads are more likely to part with progressively more detailed information as they encounter more touch points with your business and progress down the funnel. This is known as ‘progressive profiling’.
Don’t just tell leads what’s in it for them if they take the next step, use the landing page to show them. A list of points covered by your eBook, a glimpse of your demo, a preview of your webinar: make it clear that taking the next step in the journey is worth their while.