In short, landing pages are a way to give your visitors a call to action, exchanging their details for your high value offer. It is a brilliant platform to convert a person into a lead. The majority of small and medium sized businesses have very few – if any – landing pages on their website. In fact, a recent study has indicated that more than 60% of businesses using landing pages have less than 5.
It seems that too many people are concerned with their organic rankings on Google, thus forgetting about the sales aspect of their business. Correct us if we are wrong but isn’t the point of your website to get your visitors to buy your product or service?
Why Should I use them?
Obviously your ultimate goal is to have visitors purchase instantly, but this is actually a lot rarer than you think. According to research, 96% of your website’s first-time visitors aren’t ready to buy. Which is a prime reason why your site needs landing pages.
The next best option is to generate a lead by capturing visitors’ contact details and adding them to your sales funnel. You will now have the opportunity to email them and nurture them down the funnel by continuing to market to them via email, telephone, or social media to influence them to purchase. The more landing pages you have, the more opportunities to generate leads and fill your funnel.
A landing page needs a form to capture contact data for a website visitor, just like the image above. We would recommend that you remove your main navigation bar at the top of the landing page so the visitor’s only option is to complete the form. Doing this has been shown to increase conversion rates by as much as 100%.
Creating your Landing Page
Big Tip: We’d recommend you keep all of your content, on the landing page, to a minimum. This means that the visitor should not be required to scroll down to see any of the page content. Effective landing pages will also contain an image that is relevant to the call-to-action button that drove the visitor there in the first place. The text should be very direct and easy to read.
Landing Page Tips:
- Keep your paragraphs to 3-5 sentences.
- Use bullet points to clearly display your value propositions.
- Add a compelling image that is clearly relevant to your offer.
How to Use Landing Pages
As mentioned earlier, your landing page is typically linked to an offer. An offer can be advertised through a call-to-action button on your site, a link in your text, a PPC ad, or even a social media post. The point is, you can link to a landing page from just about anywhere which is perfect!
Landing page designs are extremely important and will affect the conversion rate of your forms. The look, headline, and text must all be relevant to the offer to obtain a high conversion rate.
We see so many businesses that use PPC and link these campaigns to their homepage instead of a landing page. The benefit of using landing pages, aside from capturing the data, is that most landing page software should capture visitor data and segment it for you, so you know the exact source of your visitors and new leads. Perfect for monitoring how successful your campaign is.
We highly recommend that you begin building your landing pages today, if you haven’t already, and build lots of them – companies that increase their number of landing pages from 10 to 15 receive 55% more leads. If you need some help with this, please let us know.
Join the discussion 3 Comments
Great pointers for landing pages. I just feel you should have had a call to action. I am looking to boost sale / leads in my business but finding leadpages & optimise press a bit expensive.
Any solutions u can offer?
Hi Sean, we would recommend Leadpages massively for this. When you compare the cost to ROI it definitely outweighs it competitors 🙂
Blue are you from startup active…? Do you guys have sequence or system you can sell me to set up some constructive lead pages to drive more customers to take Sports Science Assessments and then ultimately drive them into customers.