“How do I get more online leads?”
We hear it all the time, and thankfully, we have answers. When this question pops up, in most cases our clients are watching their sales plateau and not entirely sure why. After a little digging, we realize a couple of things. They are sending out regular emails. They are running search ads. They are active on social. They are running banner ads. They are NOT creating custom landing pages. Here’s why that’s a problem.
Landing pages: the what and why
At its most basic, a landing page is just another mechanism for you to convert more qualified leads into paying customers. Landing pages are a proven way to simultaneously grow your database plus your bottom line. Bonus: they’re not pricey. And with so many content platforms and brands competing for your customers’ attention and creating noise, it’s no longer effective for you to simply drive people to your website’s home page. Instead of giving them too many choices—and expecting them to figure it out or “find the right form”—steer prospects to a specific page strategically designed to capture their interest and therefore, their information.
What makes one “good”?
Good landing pages exist to do one thing: capture information. That’s really it. So they should be simple, on topic, and informative, while offering the visitor a clear incentive; something of value—for FREE—in exchange for a name and email. This could be a special offer, a brochure, an invitation to visit, whatever. Just make sure it’s a relevant draw.
It may go without saying, but to be really successful at this, you have to be really knowledgable of what motivates your audience. Only then can you craft a page that speaks to their needs/wants/desires. Being most-effective depends on 1) strategic message, 2) nice design, 3) visually appealing, 4) user-friendly, 5) easy to follow, and 6) a clear call to action. And above everything, your page should be related to whatever drove them there in the first place, be it an email, social post, search ad, or whatever. When the prospect clicks on that particular messaging, it should take him/her to a page that expands on the idea or topic of interest.
Landing Page Checklist:
• Compelling, benefit-driven header
• Clear and concise content related to what drove them here
• Appealing visuals, video, or graphics
• Clear value proposition for the prospect
• Specific offer or “gift”
• Simple, brief form to capture information
Follow this checklist and expect results. Creating tight, strategic landing pages is definitely worth the effort for any business, no matter your size. A quality landing page will help you: 1) attract and convert new customers, 2) grow your database, 3) gather key demographic information, 4) understand which offers work best for your audience, 5) encourage ongoing engagement, 6) track performance and key metrics, and 7) turn prospects into committed followers or advocates.
The Bottom Line
No question, a strategic, focused landing page will convert more leads than simply sending visitors to your home page—a place they have multiple options to wander, not one clear path to conversion. Case in point, according to Hubspot, companies that create multiple landing pages receive “55% more leads” and are much more likely to attract qualified leads that convert to actual customers. And you can almost never be too customized, actually. Stay as specific as possible—think email offer, search ad, banner ad, social post, etc.—and watch your conversion rate climb.
And don’t forget the follow-up. All it takes is a simple “Thank You!” to anyone who submits their information, and instantly, you have another opportunity to keep prospects informed and appreciated.