Tell us if this sounds familiar.
Your home page is excellent. It’s got fantastic visuals, punchy copy, and a persuasive CTA.
There’s only one problem: it’s not converting as many people as you want it to.
That’s because when it comes to conversion, your home page just isn’t enough.
You need landing pages.
In fact, the more landing pages you have, the better. When companies increase the number of landing pages on their website, they see a subsequent increase in leads — sometimes as high as 55%.
So what are landing pages, exactly, and what makes them so magical? Read on.
Sections
What Is a Landing Page?
A landing page is a dedicated web page on your site that targets a specific audience, gives them a specific offer, and captures their information via a lead form.
It’s common to create landing pages in support of a particular marketing campaign or channel. For example, you may have an ebook you want to promote. You would create several landing pages to drive downloads for that ebook, with each landing page targeting a different audience.
What are the elements of a good landing page?
- A main headline summarizing the key benefit or offer in a compelling, yet succinct, way.
- An image that draws the viewer in and adds visual interest to the page.
- Clear, concise copy that convinces people to convert. Bullet points are a great way to list the benefits of your product, webinar, whitepaper, or ebook.
- Lead form. To maximize conversions, limit your form to just the absolute essentials like name and email address. The more form fields you have, the lower your conversion rate.
- A single CTA. Avoid creating confusion or hesitation for visitors. Give them just one CTA to think about.
- No navigation. That’s right. You’ll want to strip the landing page of any top or side menus to keep the focus exclusively on your offer and the “submit” button. By removing the navigation, you reduce the chances a visitor will navigate somewhere else on your website, thereby increasing your conversion rate. By how much, you ask?
Well, when we removed the navigation for one of our clients, it increased the conversion rate for their landing page from 4% to 7% — an increase of 75%! That’s the power of a well-designed landing page.
Once a person submits their information via the lead form, they should be taken to a “thank you page” that confirms you’ve received their information and explains how they’ll receive whatever it is they signed up for — whether you’ll be emailing them a whitepaper or the login details for your upcoming webinar.
Now that you’ve got the lead, you can use the “thank you page” to introduce them to other popular content and keep them in your ecosystem.
Pro Tip: Constantly test your landing pages to see what’s most effective. A video explaining your product may drive conversions more than static images. Different button colors or CTAs may drive more clicks. Fewer form fields may help conversion.
3 Key Benefits of Landing Pages
Landing pages can be a boon to your business. Here are three main benefits:
- Landing pages deliver more conversions and more leads. Because landing pages have a single focus and target a specific audience, they have significantly higher conversion rates.
- You can develop targeted content for specific audiences. Because landing pages are so targeted, you can get super specific with your messaging, imagery, and offer to ensure it speaks exactly to the audience you’re after.
- Landing pages provide your team with actionable data. You can create landing pages for different campaigns and referral sources. By reviewing the analytics data, you can see which channels are driving you the most traffic and conversions.
Clearly, landing pages have a lot to offer. However, over 40% of B2B companies still direct traffic to their homepage instead. The main reason why? They don’t have a strategy or the team to develop, build, and test landing pages at scale. That’s where Your Marketing People can help. Contact us today to discuss how we can grow your business with marketing that works.
