A Landing Page Explained
Landing Pages (LP) is a very valuable lead generation tool implemented by many businesses.
Sometimes a 'landing page' is something similar to a destination page - any page where website visitors land when they reach your site for the first time. In fact, you'll notice there’s a specific report in Google Analytics which examines landing page traffic.
A landing page is also an important way to create inbound marketing and lead generation. It's a web page specifically designed to help you convert visitors to your site into leads since it’s supposed to provide you with all the means required for capturing this visitor’s email address.
Landing Pages: Valuable for Lead Generation
What makes landing pages so relevant to our business is that, once you have a potential client’s email address, you can begin the lead nurturing process through a sequence of email messages sent manually or through automated email workflows.
During the lead nurturing process, you get to learn more about your lead - including where they are in their customer journey - and your lead learns more about you, your organization and the solutions you provide.
During that process, you can expose your lead to examples of your problem solving and start providing information and education about problems they might be facing.
You can also direct or guide your lead to specific parts of your website and to additional offers.
Lead nurturing plays an important role in converting an interested and qualified lead into a customer. Without a landing page which converts an anonymous visitor into an email address and name, you never have the opportunity to find out if your website traffic is the most adequate for your business.
The right traffic will be interested in what you have to say and offer.
want to spend time on your site learning about your organization.
want to download your new offers.
delivers customers and fans.
Landing pages are particularly valuable when you consider that the majority of due diligence takes place before speaking with a sales representative.
Basically, by the time a potential customer actually reaches out to a person in your organization, 70% of the decision-making process will already have taken place. This is why you need to have online and website-based tools to act as proxies.
What are the elements of a landing page and how do they work?
Ok, so the Landing Page is a powerful tool for lead generation. How does it work?
You need an offer.
First off, you need to have an offer. It can be an ebook, or a tempting bundle of relevant information consisting of links and downloads.
The offer must be of interest to your ideal customer and relate to the stage of the consumer journey they’re in. Usually when a prospect is at the early stages of this process, the offer will be more educational and relate to research on options available.
Further down the consumer journey, the offer will be more focused on buying criteria and the decision-making process
Then, you create a landing page for the offer
A landing page includes several elements:
The page is completely focused on the offer. Even website navigation gets removed so as not to distract from the offer.
A compelling headline and space to explain how the offer delivers proper value in order for the visitor to agree to leave their email address and other information. Include bullets to detail benefits.
An appealing image showing what the offer looks like.
A form for capturing at minimum an email address, and as much relevant information as possible (name, company name, questions you may want to ask, etc)
A means for delivering the offer - also known as the 'thank you' page
Next, you deliver the offer with a 'Thank You' page
The 'thank you' page is essential to completing the LP experience.
It's a separate web page that appears after you fill in the form and click on the Download button. It also delivers the offer you are promising and restores navigation to the rest of your website.
Don't forget to include additional calls to action in your thank you experience, like an invitation to subscribe to your blog, follow your business on social media or to download another offer.
It's almost impossible to measure the success of your landing page. The goal is to reach the thank you page which is measurable in Google Analytics and other marketing software analytics to know if your call to action was successful.
Your lead is stranded since the landing page doesn't include website navigation. That’s not a great user experience.
You miss out on an opportunity to further develop the relationship with your lead by offering options of what to do next.
In-line Thank You messages
Sometimes you'll notice that the thank you message appears within the landing page. That's not ideal for several reasons:
Don't forget to promote your Landing Page!
Once you have the offer and all of the landing page elements put together - you should think through and activate the lead nurturing email steps, and then promote your offer.
You'll want to promote the offer with Call To Action (CTA) buttons placed on your website and at the end of blog articles, and in email messages. Promote it on your social media platforms as well with a customized link.
Write blog articles about the topics you develop in your offer and include your offer's CTAs.
Be sure to share your offer on your social networks on a regular basis, and in case that applies, encourage your business associates to share your offer on their social networks as well, with prospective customers they see as appropriate.
If your offer is compelling, it will undoubtedly generate leads for your business!
Let Adfront Help
We know that for a small company starting off advertising can be daunting. Adfront specialises in digital marketing products. We can help create and optimise your Google Ad campaigns, allowing your company to gain more traffic, sales and engagement. We can also help manage your social media platforms allowing you to focus on what matters, the real day to day running of your business.
Why not call us today?