The stats around landing pages are stunning. Companies with 10 to 15 landing pages increase leads by 55%! If you are a business reliant on lead generation then you need to use landing pages. If you don’t know what a landing page is the in the article we answer the question ‘what is a landing page?‘. We’ll also discuss why you need more landing pages and how they work to increase conversions.
What is a landing page?
Landing pages are a staple of digital marketing. It’s a page that has been created with the intention of driving the visitor towards taking a specific action. When we refer to landing pages we are talking about specifically created pages, rather than a generic page on your website. Of course, you could use any page on your website as a landing page, but that defeats the purpose of a landing page, which is to make it as easy as possible for the prospect to take action.
Landing pages need to focus on one thing
It’s easy to create a web page with multiple messages, links that go across your website and even elements on a page that may distract from the goal. All those things are fine on a website because websites are there for browsing and support content discovery. Landing pages only exist to get your visitor to take the action you want.
What should I use landing pages for?
There are plenty of scenarios where you may want to use landing pages, from event registrations to product trials. You can even use landing pages in e-commerce scenarios. By far the most common purpose of a landing page is to turn unknown traffic into a known one.
Where do landing pages fit in my marketing funnel?
Landing pages can be used throughout your sales and marketing funnel where you want your visitor to take a very defined action.
- If you don’t know anything about the visitor then, they’re not in your sales funnel. The first place you need to use landing pages is at the top of the funnel. Offer an asset that generates leads.
- Once in your funnel, you want your visitor to take clear actions that nurture the prospect towards a buying decision. The easiest way to encourage those actions is by using landing pages in the middle of the funnel. Using a tactic known as progressive profiling you can collect different information from the visitor at each stage.
- The bottom of the funnel is a great place to use landing pages. Where the sale might need to be assisted, use landing pages to enable prospects to book appointments. You can also use a landing page to start the checkout flow. Some landing page builders come with integrated payment systems.
To learn more about the different stages read my article on why you need a marketing funnel.
Do I need more than one landing page?
YES – in fact, the more you have the better. At a minimum, every marketing campaign with a unique message should have a unique landing page. If you’re using ads, then you may also need a unique landing page for each ad. To achieve a high conversion rate you need to have a very consistent experience between your source of traffic (ads for example) and your landing page. The need for targetted landing pages as possible means that often the more you have, the more targeted they become.
5 reasons you need to use landing pages
- Landing pages give you a close relationship between ads and content, ensuring your message is consistent.
- On a landing page, It’s much easier for prospects to take action because what they need to do is clear.
- Landing pages give you the capability to test, learn and improve without changing the main website.
- Landing pages outside your main site structure provide for greater design flexibility than you would have on your main website.
- Even if you struggle with analytics you’ll know how many conversions you generate from specific landing pages.
Create your first landing page in 10 minutes or less
According to Marketo, the top reason why people don’t create landing pages is that they don’t have the time or resources. There are plenty of easy to use landing page builders available with stunning templates to get you started, so there are no excuses. My personal preference is Instapage.
With Instapage you can build a landing page in under 10 minutes, here is how.
- Register for a trial account (with just an email address)
- Pick a template from the pre-built library
- Click on the template and change the text to match your offer
- Hit publish
There’s nothing to install or setup. You can start from a blank canvas and get a lot more advanced (Instapage is used by agencies), but it’s stunning how easy it is to get started.
Here are a few templates you could use today
Capture registrations for events & webinars
Use landing pages for gated assets and lead generation
Promote free trials and app downloads
- Instapage not the right landing page builder for you? Use our guide to the best landing page builder of 2019! Or read a more detailed Instapage review.
- Want to get the worry of building landing pages off your plate? See our done for you solution for building landing pages.
The easier you make it for your visitors to convert, the more likely they will. Landing pages allow you to personalise your message and give your visitors a clear next step.
Done for you landing pages & consultancy
Need a done for you solution for setting up your landing pages? Or do you already have landing pages but need help improving conversion rates? Connect with me on LinkedIn and let me know how I can help with your digital marketing.
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