In the marketing world, landing pages are often referred to as the “cornerstone” or “heart and soul” of inbound lead generation.
And yet, it's shocking to hear how few businesses know to use landing pages in concession with their offers. Landing pages, while extremely strategic, can be accomplished easily with the right strategy in mind.
It’s time to stop thinking simply traffic and instead think, action from traffic. Here’s why you need to use landing pages to increase your conversion rate and a few tips on how to build a great landing page.
What is a landing page?
A landing page is just as it sounds, a page that customers land on, on your website, but they are special because they are designed with one simple thought in mind, to convert.
You will use a landing page to target a specific audience, once that audience lands on your page (from an email, social post, PPC, or even through organic search) they will find your valuable offer and a form to retrieve that offer. Simply, the landing page functions to provide value and convince customers to convert.
How do landing pages increase conversion rates?
They remove distractions and focus on conversion. Your landing page functions to you ask your customer to download, submit, sign-up, donate, purchase and everything in between.
They are straight to the point, they tell your customer exactly what your offer will do for them without any fluff in between.
This forces your customer to make a decision. Between the strength of your content and the push of your CTA, your landing page gives two options: convert or leave.
How can I build an great landing page?
Building a great landing page comes down to aligned content, imagery and CTA’s with a an offer that is hard to say no to. Here are a few great tips, to help you create a great landing page.
- Use persuasive yet direct language
- Show value with a written structure: headline, interest headline, descriptor, break down and final sales pitch
- Create a form that asks enough, but not too much
- Include social sharing buttons to encourage customers to share the deal
- Remove all links, that includes navigation, remove the option for customers to navigate away from your page
- Don’t forget to optimize with keywords, images and CTAs
A strategic inbound marketing campaign consists of two parts, strategies to drive traffic and strategies to drive lead conversion. Your strategy will not be successful without both moving parts. Curious if your website meets the inbound grade? Reach out today to have a member of the Hughes & Co. team evaluate the power of your site.