Once every marketer has done all the hard work to get visitors towards their website, the next step comes is to convert them into leads for their business. But do you all know, what is the best way to get the visitors convert? The answer is “Landing Pages”. But unfortunately, there doesn’t seem a great connection between the importance of landing pages and the use of landing pages by marketers. As per the statistics of MarketingSherpa's Landing Page Handbook (2nd edition), 44% of clicks for business to business websites are directed not to a special landing page but to their homepage. Further, the companies that are using landing pages, among them 62% have six or fewer landing pages
As we always heard of “The first impression is the best impression”, so if someone doesn’t like what they see at first glance then there are sound chances that they aren’t getting back to you for business. Therefore, you must devote your time, money and resources in order to make sure your business looks kickass the moment someone sees it the very first time. Landing pages are the heart and soul of your lead generation efforts then why are these still so underutilized?
The main reason of not using landing pages is because the marketing department of business doesn’t know how to set the landing pages up or else they are too overloaded with other responsibilities. But in the long run, you can’t really deny this feature. But before diving into the reasons of using a landing page let’s first understand what a landing page really is?
What is a Landing Page?
A landing page is a web page that will make you to capture a visitor's information through a lead-capture form that is also called a conversion form. A good landing page will target a particular kind of audience i.e. the people who are looking for a particular product or services. Moreover, you can build landing pages with the options of redeeming marketing offers such as free trials, demos or coupons for your product or downloading your content offers (ebooks, whitepapers, webinars, etc.). So basically the main purpose of creating landing pages is to target your audience or to offer them something valuable. The landing pages convert a higher percentage of your visitors into leads. The landing pages also capture information about who they are and what they've converted on, additionally.
Why your Business need a Landing Page?
If you are still not convinced that why you need a Landing Page. Then go through the following reasons to know in details why it is important to create a landing page for your website.
1. Generate Leads Easily:
The foremost important thing which you can do right now to drastically improve your lead generation efforts, would be the use of landing pages on your website. Many companies send the traffic of their emails, social media, and traffic through search to their homepages. This is just like throwing the leads away. But you could capture these leads in a more effective manner simply by sending them to targeted landing pages. Landing pages provide a very easy way to generate leads for your business that you can then easily segment or distribute to your sales team.
2. Provides your Offers a Place to stay on:
Marketing offers and landing pages go together because without being on the landing pages, your offers will do nothing and also won’t support your lead generation efforts. Your landing page is the collections tool and the idea behind is to require your website visitors to “pay” you in contact information for something valuable which you are giving them i.e. an offer.
3. Landing Page Collects Demographic Information of the Prospects:
As soon as a lead fills a conversion form on a landing page, your landing page is collecting valuable information about your leads. You and your team can use this information to understand what types of visitors are converting into leads and you already have a baseline of information about a lead before they reach out.
4. Landing Pages Provides Information that, Which Prospects are more Engaged:
Landing pages not only generate new leads but they also allow you to track reconversions of existing leads. You can use this information for identifying which kinds of prospects are more engaged with your business. Moreover, this enables you to collect better intelligence on the behaviors and activities of your leads on your website, which your sales team can use in the sales process.
5. Landing Pages Provide Fuel for Other Marketing Channels:
A successful marketing strategy relies to an extent on content only. Landing pages are a great addition to any marketer's content arsenal because these can be shared in social media or can be used as the focus of dedicated email sends and in lead nurturing campaigns. Moreover, these can be linked to in PPC ads and also get found in organic search.
6. Landing pages gives Insights Into the Effectiveness of Your Marketing Offers:
Anytime when you create a landing page that means you're creating another data asset for your marketing program. You can collect a lot of insight into your marketing performance like how visitors and leads are converting on your landing pages or how your various marketing offers compare or more just by tracking and analyzing the metrics associated with your landing pages. You can gain some powerful insights to help you optimize and improve your marketing.
The more Landing Pages you have the better results you will get. Let’s put it simply, the more landing pages you will create, the more opportunities you will have to convert visitors into leads. One most important thing to bear in mind is that landing pages should be followed by a “Thank You” page. This page confirms the receipt of the information of the lead and either provides the offer or details of the next steps for receiving the offer.
For instance, if the landing page was offering an ebook then the “thank-you page” might provide the link for accessing the ebook. And in case the offer was the free consultation of anything say for SEO/PPC then the thank you page might provide a message that someone would be in touch soon to schedule the consultation.
Thank-you pages may also be accompanied sometimes by an automated email response that sends an email message to the lead that is triggered by the landing page form completion. The critical role of the thank-you page and the email response is to make sure the lead is never left wondering what will happen next.