Converting website visitors into leads is one of the many steps in establishing a relationship with your customers. This can often be achieved through a landing page on your website, which allows you to grab hold of your visitor’s information in exchange for a special offer or product of their interest. Christina Perricone, the content […]
Converting website visitors into leads is one of the many steps in establishing a relationship with your customers. This can often be achieved through a landing page on your website, which allows you to grab hold of your visitor’s information in exchange for a special offer or product of their interest. Christina Perricone, the content strategist for HubSpot, writes that “a landing page eliminates distractions by removing navigation, competing links, and alternate options so you capture your visitor’s undivided attention.”
Many marketers confuse a landing page with a homepage, especially if there’s a form included on the homepage. It’s important to consider what makes a landing page different from other pages. Knowing these key differences can help you implement landing pages into your marketing strategy.
On this blog, we’ll go into the specifics of landing pages, including what they are and how they can help you in the long run.
A landing page is a standalone page on your website that allows you to offer visitors with a valuable product or service in exchange for their contact information. Creating an effective landing page can do wonders for whichever form of traffic you want your company to focus on. For instance, if your business is promoting a white paper, a good landing page will target customers interested in the exclusive information that this document will elaborate on, leading to a high percentage of your visitors to your website into leads that you can contact, send promotional materials, and more.
Marketers use landing pages as a form of lead-capture, in which visitors can enter their name, email address, phone number, and more. In return for sharing their information, visitors often expect to receive some form of branded content or document such as white papers, ebooks, email newsletters, webinars, events, and free product trials. Each of these pieces of content can assist you in defining the leads you want through a landing page.
There are many facets of a landing page that takes in numerous design elements. Because of this, there isn’t an exact “type” of landing page—instead, it varies depending on each business’s objectives. However, there are two types of landing pages that you’ll generally see:
Lead generation landing pages: known as “lead gen” or “lead capture”, these types of landing pages use a form to collect data on their potential leads, including the names and email addresses of their visitors. Some companies may offer a free ebook or special deals to further encourage the exchange of contact info from their audience.
Clickthrough landing pages: Clickthrough pages are directly implemented for sales and subscription purposes. These types of pages are typically used by ecommerce businesses due to their simple and straightforward design. In general, clickthrough pages also use a call-to-action button that redirects a customer to a checkout or transaction page.
Once you’ve completed background research, you are ready to create a landing page that converts leads! As you may have guessed, there’s a special combination of features that can make or break your landing page. In fact, according to marketingexperiments, writing long landing pages can generate “up to 220% more leads than above the fold call-to-action (CTA).” This may or may not work for your own company’s landing pages. It’s imperative that you follow the right tips to increase your conversions on the landing page you create.
You will likely make a few changes to your landing page. When you do, be sure to change one element of your landing page and test it out to see how it performs. There’s always room for improvement with your landing pages so make the best of their usage. This method can also help you identify what affects your landing page’s performance. Once you’ve included the perfect combination of elements, your landing page can do wonderful things for your targeted traffic and advertising.