Any savvy inbound marketer understands that once you've put in all the hard work to attract visitors to your website, the next significant step is to convert them into leads for your business.
But what's the best way to achieve that conversion? Landing pages, that's what!
Unfortunately, there appears to be a significant gap between the recognition of the importance of landing pages and their actual utilization by marketers. According to MarketingSherpa's Landing Page Handbook (2nd edition), 44% of clicks for B2B companies are directed to the business' homepage, rather than a dedicated landing page. Moreover, among the B2B companies employing landing pages, 62% have only six or fewer such pages.
Landing pages serve as the cornerstone of an inbound marketer's lead generation efforts, so why are they still so underutilized? MarketingSherpa suggests that the primary reason businesses refrain from using landing pages is due to their marketing department's lack of knowledge in setting them up or being overwhelmed with other tasks.
Let's put an end to this, shall we, marketers? Landing pages are far too crucial to the success of your lead generation endeavors to be disregarded, and here's why.
What is a Landing Page?
Let's start with a basic definition:
A landing page is a webpage designed for capturing visitor information through a lead-capture form (also known as a conversion form).
An effective landing page targets specific audiences, like those arriving from an email campaign promoting a particular ebook, or visitors clicking on a pay-per-click ad for your webinar. You can create landing pages enabling visitors to download your content offers (ebooks, whitepapers, webinars, etc.) or redeem other marketing offers like free trials, demos, or product coupons. Crafting landing pages allows you to tailor your message to your audience, provide something valuable, and increase the conversion rate of visitors into leads, all while collecting data on who they are and what interests them.
5 Reason Why Your Business Need to Landing Pages
Still not convinced that landing pages can make your marketing and lead generation efforts more effective? Here are 5 more compelling reasons:
- Easily Generate Leads! If there's one thing you could do right now to significantly enhance your lead generation efforts, it would be to utilize landing pages on your website. As mentioned earlier, many companies direct their email, social media, and search traffic to their homepages, effectively squandering leads. By directing them to targeted landing pages instead, you could capture these leads at a much higher rate. Landing pages offer a simple method to generate leads for your sales team, which can then be easily segmented, nurtured, or distributed.
- Give Your Offers a Place to Live: Marketing offers and landing pages are inseparable. Consider our painting business example: without being gated behind landing pages, your offers won't contribute to your lead generation efforts. The concept is to require website visitors to 'pay' you with their contact information for something valuable, with the landing page acting as the collection tool.
- Collect Demographic Information About Your Prospects: Each time a lead fills out a conversion form on a landing page, your marketing and sales teams gather valuable information about them. This data can help your marketing team understand the types of visitors or marketing personas that are converting, while providing your sales team with basic information about a lead before they make contact.
- Understand Which Prospects Are More Engaged: Landing pages not only facilitate new lead generation, but also allow you to track reconversions of existing leads. This helps identify prospects who are more engaged with your business. Additionally, it enables you to gather more intelligence on your leads' behaviors and activities on your website, which can be invaluable for your sales team.
- Offer Insights Into the Effectiveness of Your Marketing Offers: Each time you craft a landing page, you're essentially building another data asset for your marketing strategy. By monitoring and analyzing the metrics linked with your landing pages, you can gather valuable insights into your marketing effectiveness. This includes understanding how different marketing offers stack up against each other, tracking the conversion rates of visitors and leads on your landing pages over time, and much more. These insights provide you with powerful information to optimize and enhance your marketing efforts.
Reed More Interesting Articles about Business in the Galaxy IT Blog
How to Create an Effective Landing Page for Business?
Now that you grasp the essence of a landing page, its pivotal role in lead generation, and its indispensable nature, let's swiftly delve into its essential components. Although we have a detailed blog dissecting the structure of a triumphant landing page based on industry norms, let's briefly outline the core elements for now. Please refer to the numbered items in the image below:
- Headline: This is the initial focal point for visitors landing on a page. A captivating headline succinctly encapsulates the offer's essence and addresses the query, "What's in it for those who convert here?".
- Copy: The content on a landing page should crisply articulate the value proposition of the offer. Bullet points aid in conveying key details effectively, breaking down information, and maintaining brevity.
- Keywords: Similar to other inbound marketing content, landing pages should incorporate pertinent keywords in titles, headings, and text to optimize visibility on search engines.
- Social Sharing Buttons/Links: These facilitate seamless sharing of the landing page across social platforms like Facebook, LinkedIn, and Twitter, broadening its exposure beyond your immediate network.
- Hidden Navigation: Concealing top/side navigation bars minimizes distractions, streamlines user experience, reduces bounce rates, and heightens the likelihood of visitor retention and conversion.
- Lead-Capture/Conversion Form: The crux of any landing page, this form is where visitors furnish their details in exchange for the offer, transforming into valuable sales leads.
- Image: Relevant imagery on landing pages offers a visual representation of the offering, enhancing appeal and engagement.
The More Landing Pages You Have, The Better!
We're serious! In essence, the more landing pages you establish, the more chances you'll have to turn visitors into leads.
Now, let's address that daunting statistic from MarketingSherpa we mentioned at the outset of this article. It highlights that the primary reason businesses refrain from utilizing landing pages is due to their marketing department's lack of knowledge in setting them up or being overloaded.
Fortunately, there are several good solutions available for business owners, such as Landing Pages by Galaxy IT, which simplify the creation and customization of landing pages by entrusting the work to professionals with extensive experience. Gone are the days when you had to wait for your webmaster or IT department to handle it; we have our own methodology and a large number of cases that greatly speed up and simplify the work!
