Landing Page Benefits

You may be wondering about the difference between a website and a landing page. Doesn’t your business website drive leads to your business? Well, yes, but a website has other purposes as well such as providing detailed product information, getting your business found online, and sharing case studies. A good business website is designed around actions you want your visitors to take, and that’s where websites differ from landing pages.

Landing pages have specific benefits that set them apart from a business website and make them an effective lead generating and marketing tool. Your business website accommodates various paths to take, while landing pages accommodate a more specific action. This specificity is the driving force behind landing pages. In this post we’ll go over seven benefits of landing pages for your business.

Support Your Business Goals
One of the main benefits of landing pages is that they directly support your business goals such reaching a new niche market, promoting a new product, getting new customers, or closing more sales. Landing pages benefit your business because they can be catered to the specific audience or goal you are targeting, and allow you to measure success with relation to that goal.

Designed around specific actions that can be tailored to meet your business goals, landing pages can encourage people to take action such as sign up for your mailing list, provide contact information, subscribe to a newsletter, make a purchase, or request a consultation.

Increase Conversions
Just as your website contains information that influences a visitor’s decision to take action, a good landing page will do the same. A landing page sets up a clear action for users to take and makes it as easy as possible for them to take that action. This is known as your call to action. As a result, you will see more of that action being taken (also known as conversion). Landing pages benefit your business because more conversions typically leads to more customers and more money for your business.

Remove All Page Distractions

We have reviewed many of the things you should include on a lead generation landing page, but what should you leave out? The answer is, anything that serves as a distraction. It can be tempting to link all over your site, but this mistake often causes visitors to become distracted and moves them further away from the goal of submitting their contact information.

First, get rid of the navigation at the top of the page. Next don’t link elsewhere within the copy of the page, and remove all unnecessary distractions to keep your leads focused on the ultimate goal.

Today, in the hustle of competition and corporate growth, companies are beginning to see the benefit of creating landing pages specific to their regions or cities of interest or expansion.

Local landing pages are a great way to boost your local SEO ranking and connect with customers in your region. Unlike some inbound marketing tactics, site-specific landing pages actually work great whether you’re a B2B or a B2C company: either way, you want people to know where your stomping grounds are.

When used incorrectly, these landing pages can be sources of duplicate content, visitor frustration, and even search engine penalties. However, when used correctly, site-specific landing pages can be a powerful tool to capture leads and increase conversions in your local markets.

The worst thing you can do while building out local landing pages is to use the same content over and over, just changing the name of the state or city on each one. Google hates duplicate content like this, and it’s not particularly useful to your readers either.

Consider the specific attributes of the location of your audience and your audience itself. Some questions to consider when writing your site-specific content are:

  • What is the area best known for?
  • Why does the area appeal to the people living in it?
  • Why has your business chosen to operate in the area in particular?
  • What is your business’s involvement/relationship with the community?
  • Why do your business’s products/services fit the needs of the people you’re targeting?
  • Why should your site visitors choose you over your local competitors?

Leverage your content as an opportunity to appeal to your visitors on a deeper, personal level. Build credibility by presenting renowned clients, case studies, customer testimonials, and any awards or recognitions you may have. Also, take the opportunity to showcase your company’s personality through photos, videos, and the voice of the content itself.

Don’t: Create location pages that are practically identical in content under different city names. Tailor your content to your audience. Keep in mind that what your business offers should be consistent across your various location pages. However, consistent does not mean identical. Get creative.

Clarify Your Focus and Target Your Audience

While you may be tempted to create a local landing page for every city where you could conceivably have customers — for example, a page for each of the 31 cities in Dallas county — that’s really not likely to be a good use of your time.

Target Your Audience
You should, however, focus on the regions or cities that provide the most value to your business. Make sure these areas have a need that your business fulfills, find your best opportunities, and develop meaningful relationships with the community. This is nearly impossible to do if you’re targeting every single region, city, and neighborhood in the US.

But don’t target too many regions or cities. This could potentially put you in a tempting position to cut-and-paste content while switching out locations or stick your content writer with the grueling task of trying to say the same thing a thousand different ways.

For example, if you’re a business in the mall that sells athletic gear, it would make sense to target cities with big high school football teams? The point is, to be strategic in choosing which local landing pages you want to build out.

Define Your Landing Page’s Purpose
Once you’ve pointed potential customers to your shiny new local landing page, you want to immediately create a positive first impression by providing content that meets their needs and genuinely helps them.

Your local landing page should serve as the start of a beautiful relationship, showcasing exactly what the visitor needs and why you are the best fit for them. Don’t just toot your own horn: provide a landing page that has definite value to your audience. Make your visitors go looking for more out of genuine interest in what you offer, not out of confusion about what they have just stumbled on.

Don’t create a dull, keyword-stuffed, landing page that only serves to funnel your audience to other content that might actually be useful after another click or two. Your content should not be about whatever you think the search engine might like to show up on the organic results. What typically happens is that users are expecting certain information on a landing page, and are subsequently disappointed with low quality and irrelevant content.

If your local landing page is not genuinely useful to the readers, your site will most likely suffer an increase in bounce rates and decrease in potential conversions.

Here’s a nice example of a local landing page from an electrical contractor. They wanted their potential customers to know that they serve Hidden Lakes, a fast-growing suburb of Dallas. To help make connections with those readers, they included a short video overview along with a summary of their capabilities.

Make the Most of Your Landing Pages

Click-Through Landing Page
Every good marketer knows you must provide value to your customer before asking them for money. A click-through landing page provides that value without pummeling your customer with a “Buy Now” button before they’re ready.

Often, this looks like a landing page that shares the benefits and features of your product/service with a call to action button encouraging your customer to try a free trial. Once they click on that button, they’re taken to another landing page which provides pricing details and requires payment information to begin the trial.

By the time your customer lands on this page, however, they’re primed and educated on why they should move forward with the trial.

Get-Started Landing Page
A “Get Started” landing page should lead with your offer above the fold. Take this page below, which explains the product’s overarching benefits: tools that turn audience data into insights that will guide campaigns.

Hooked already? Great, because a “Get Started” button awaits. Need more convincing? Well, the details follow as you scroll a feature- and benefit-laden landing page.

Unsubscribe Landing Page
Obviously, you’re not going to build a campaign around your unsubscribe page, but it’s important not to neglect it. Make sure it successfully unsubscribes your users, offers them a chance to manage their preferences or adjust the cadence, and consider including links to other areas of your website.

After all, just because they don’t want to receive your emails, doesn’t mean they might not want to browse your site. Consider adding a “second chance” button that prompts users to resubscribe, just in case they get cold feet.

Long-Form Sales Landing Page
On a long-form sales landing page, brevity is not your friend. You want to think of every question your customer might have for you, every barrier to purchase they might face, and every benefit they’ll enjoy by making a purchase when they scroll to the bottom of the page.

A sales landing page should be detailed and lack the minimalism of, say, a squeeze page, simply because your goal for the page is to close business.

The Right Page For the Right Purpose

There are a lot of different types of landing pages. It’s a little hard to keep track of them all. So, let’s round up the top types of landing pages and discuss how to pick the one that will make your next campaign successful.

Squeeze Page
Seventy-nine percent of B2B marketers say email is the most effective channel for demand generation, so it’s not surprising that squeeze pages are one of the most important and effective landing pages out there.

A squeeze page is one in which the goal is to capture the user’s email address. Once you have the address, you can begin to nurture that lead with relevant content and other offers.

The most common type of squeeze page is gated content or a prompt to enter your email address to receive a newsletter, ebook, whitepaper, or other content offer.

Make sure your squeeze page is simple, your call to action is tempting enough to get your user to give up their email address, and you make it easy for users to click out of the page and onto the content that brought them to your site.

Splash Page
A splash landing page doesn’t always have lead capture as the main goal. These pages are often used when someone clicks a social media or content link. Instead of being sent directly to the article or social media destination, the user is sent to an intermediary page: the splash page.

This page might share an announcement with the user, such as “We’ve just unveiled new dates for our 2019 marketing conference!” It might also ask your user for a language preference or to enter their age. The splash page might also present an ad, which the publisher benefits from, if the user clicks on the ad.

The splash page above does two things really well: First, it offers a countdown to the end of the ad and the ability to easily click to the article once the ad is done. Second, it serves a clear purpose — to show the user an ad.

Lead Capture Page
A lead capture page is similar to a squeeze page, but generally sources more information. Name, business name, email address, job title, and industry are just a few things these landing pages seek to earn.

The information you request depends on the goals for the page and those of your sales and marketing teams, as well as where the customer is in the funnel. If your lead capture page is top of the funnel, step away from the eight-lined form, please.

If, however, your customer is landing on your lead capture page after demonstrating real interest in your product/service (i.e., they downloaded two case studies) you should be able to ask for more information to help qualify and direct them.

The Value of Visuals

Landing pages for lead generation should contain copy to explain why your prospects need to sign up, right? But how does the copy on your landing page appear to the distracted eye? You need to remember we live in a multitasking world with diminishing attention spans. Visitors are not going to see large paragraphs of text and feel the slightest bit tempted to read them.

The best approach is to keep your landing page copy short, sweet, and to-the-point in an easy-to-scan format (think bullet points, arrows, dashes).

Here’s an example that does a good job of making prospects feel compelled to take action. The list layout makes the page much easier to take in.

Tell a Story with Visuals
The brain processes visuals 60,000 times faster than it does text, according to the latest research. And content with relevant images get 94 percent more views than content without. Great visuals can take your lead gen landing pages to a completely new level, instantly expressing what you’re all about.

Take a look at the lead generation landing page below. Not only does this image make their business feel more human, it tells a story and gives you a sense of what kind of company they are (young, hip, productive).

Keep Your Offer Concise and Consistent

Most of the of the forms I see on landing pages ask for more information from the prospect than is actually needed. Nowadays more information about a prospect is a Google search away so why do you need to know their date of birth, hair color and social security number?

Even if you’re not taking it to that extreme, spend some time evaluating your lead capture forms and weighing what information is truly needed to take a lead to the next phase of your purchase funnel. People don’t like giving out more information than they need to – it’s time consuming, taxing, and feels like a privacy violation. Chances of losing them mid-form increase as each new form field is added.

Take a look at the well-done capture page form here. All the prospect has to do is fill out three simple bits of information to get their free quote – it’s that easy. Asking for too much data off the bat is a good way to lose potential leads to a competitor.

Be Consistent
An easy way to turn new visitors away is by not delivering what you originally promised. I’m not talking about promising a demo and offering a white paper, I’m talking about the language and messaging you’re using to entice people to visit your page.

This is something to be especially cautious about if you’re generating traffic to your landing pages via paid search, because it’s easier than you realize to use keywords and ads that don’t reflect your landing page. You need to use consistent messaging throughout your entire online campaign. If your messaging differs as the prospect moves from your ad post to your landing page, your prospects will feel confused or misled.

If someone clicks your link expecting “50% off auto repair,” your ad and landing page should feature that same language. This may mean that you need to create more landing page variations, but it’s worth the effort for the higher conversion rates that will follow.

Turn Leads Into Sales

There are many resources geared towards helping you create landing pages. Here is a good one.

If you run your website on WordPress, there are several landing page plugins that can give you added flexibility in the creation of landing pages. Plus, with The Conversion Pros, you get pre-designed templates and configurations for sales pages and opt-in pages that makes it quick and easy to configure and style. A tool like The Conversion Pros is a must if you are running any kind of local business lead capture campaign.

“I’m getting tons of traffic to my page, but conversion rates are low.” Sound familiar?

Whenever I hear this complaint, it’s not hard to troubleshoot the source of the problem – the landing page. It’s like having a talented soccer team that can execute everything aside from scoring the goal; there’s no shot in generating leads if you can’t get them in the net.

Often, when marketers test their landing pages to try to up conversion rates, they’re focused on the small stuff, like testing button colors and placement, when they’re missing key elements on the page, like a headline or a value proposition.

There’s also a clear distinction between a purchase or check-out page and a landing page for lead generation. Acquiring a new contact from a lead generation landing page is just the start of convincing them to convert. When your business model requires a bit more encouragement to push prospects down the conversion funnel, the lead gen landing page to capture new leads and contacts is one of the most critical parts of a new visitor’s journey.

When your sales cycles are longer, the last thing you want to worry about is a lack of conversions on your landing pages – there’s already enough work to be done once a new contact comes into the system. In upcoming posts, we’ll look at several smart improvements to your landing pages for lead generation. In the meantime, when you join The Conversion Pros, we give you free funnel setup.

Your Sales Funnel Workhorse

Effective landing pages make it very clear what a visitor is going to get from a page and how to get it. That’s it plain and simple. There are many great articles on how to create better landing pages (including this one from Unbounce) but for now let’s focus on why you need to create and use landing pages as a core online tool

Local content
One of the best ways to get your site to rank higher when people search locally and on mobile devices is to have lots of local content. Creating landing pages that feature very localized, down to the neighborhood perhaps, content is a great way to start building the local content and link necessary to have your pages move up in the search index for local search.

Social content
Sending your LinkedIn, Twitter and Facebook connections to landing pages that are personalized to each network is a great way to deepen the connection. By running Twitter and Facebook feeds on these pages and acknowledging the connection with those that come from those networks you will also find a much higher degree of engagement in those networks.

Smart content
By creating landing pages that address the specific market segments, product segments or key content segments for your business you can begin to better funnel people to the specific types of content they desire. Using a tool like Survey Funnel in conjunction with your landing pages could allow a visitor to tell you what they are looking for and be directed to specific content based on their choices.

Lead capture
Landing pages are your lead capture workhorse. If you have a great eBook or free workshop to promote you may want to create signup forms for most of your web pages, but your signups will soar when you create a page that details, sells and demonstrates the benefits of acquiring your free report. A landing page with video, audio, images, descriptions and very intuitive call to action is a must for lead capture campaigns.

Advertising conversion
Any form of advertising will be much more effective if it is targeted to a page that contains nothing but content that supports the message in your ads. The more relevant the page to the ad, the more effective. Smart marketers constantly experiment with ad and landing page combinations, including creating keyword optimized pages for specific groups of online ads.

Maximize Your Conversions

If you’ve done all the right things, but still aren’t seeing the conversion success you were hoping for, you may want to consider A/B testing.

A/B testing as an experiment that shows two different versions of one piece of content (such as a landing page, email, or call-to-action) to two similarly sized audiences to see which one performs better.

You can perform A/B testing on all sorts of marketing assets and elements — both on and off your site. Off your site, you might do A/B testing on your inbound marketing campaigns (such as email campaigns or pay-per-click ad campaigns). By pushing out slightly different versions of your ad or email, you can determine which versions do the best job of enticing users to your landing page.

Once a visitor reaches your site through one of these inbound marketing vehicles, you may want to A/B test various elements of the capture page to see which encourages more conversions. The list of things you can A/B test is pretty long — page layouts, body copy, call-to-action copy, button colors, images, videos, contact form placement, or even the “Thank You” page that a user is redirected to after submitting a form.

Conduct More In-Depth Tracking
\While A/B testing can tell you a lot about how your campaigns are performing, you can also take a deeper dive through the use of visitor tracking tools.

Visitor tracking tools, like mouse tracking or session recording, allow you to view specific users’ movements on your site and identify friction points that might be preventing conversions. On their own, these tools cannot offer a definitive analysis of what is and isn’t working on your site, but they do provide valuable qualitative data to take into account when determining the direction of your direct response strategy.

Optimize Best-Performing Pages
Here’s another lead capture optimization trick. Open up Google Analytics, pull a list of your site’s most highly trafficked pages, and begin methodically updating each one to maximize its lead capture potential. Essentially, you want to treat these highly trafficked pages as landing pages. This may mean adding a contact form at the bottom, rewriting some of the copy, tweaking the call-to-action, or promoting downloadable “freebies” behind a lead capture form.