Grab some coffee because, in the next five minutes, we will show how you can unlock a business’s potential and generate more revenue through the internet. Indeed, marketing managers spend countless hours perfecting the homepage of their organization’s website. But their quest to have appealing visuals, copy, calls-to-action, and overall quality ‘first impression’ only takes the company so far.
While you’d want to reflect the corporate side of the business on it,
we believe that a resource as critical as a website is useless
if it is incapable of boosting conversions.
If generating leads and increasing business revenue is your prime objective, you need to complement the site with highly converting landing pages. In this post, we will discuss landing pages from inside and out to show how marketing managers can improve lead generation by 55 percent through them. Let’s get started!
What are landing pages?
A landing page is a web page that serves a single and focused purpose. It is a standalone page that helps you follow up on the offers or promises made in the marketing collateral. Some common landing pages are lead generation landing page, click-through landing page, squeeze page, sales page, infomercial, splash page, viral landing page.
Here’s what a good landing page does:
- Focuses on the offer and customer’s pain-point
- It is highly targeted and free of unnecessary distractions
- Offers an exceptional flow and appealing CTA
- Introduces customers to other marketing channels
- Provides simple forms that are quick and easy to fill
Such landing pages drive prospects or site visitors to a specific product or service — encouraging them to take action (convert). In other words, landing pages give businesses the opportunity to generate leads and build a solid customer base.
How do landing pages differ from websites?
|Functionality||Multiple functions and modules||Lead generation form|
|Purpose||Introduce customers to company||Convert or capture leads|
|Information||All information about the company, products, services||Information about a specific item or offer|
|Number of pages||Five or more||Single page|
|Navigation||Entire website and pages are accessible||Limited navigation|
How to structure landing pages for the best results
You must be thinking – “If landing pages are so crucial to online success, why aren’t all companies using them?” The primary reason is the lack of awareness among marketing managers about the benefits of landing pages. One might even presume that creating a landing page is hard and complicated. To be frank, building a highly converting landing page is all about making the right decisions to get the customer what it wants.
Presenting the AIDA approach to designing effective landing pages. The AIDA is an acronym that stands for Attention, Interest, Desire, and Action. The acronym indicates the exact flow of emotions site visitors experience when they land on a page. Marketing managers can couple their online marketing campaigns with the AIDA model-driven landing pages and ensure that prospects stay on the page and take the desired action.
Landing pages with short and captivating headlines written in large and clear fonts help grab visitors’ attention. The initial message should pop the moment prospects land on your landing page. It should make them look for some additional information and scroll down the page.
Add information that supports the headline. Once the visitors read the headline, they will look for information they are interested in. Use bullet points to summarize the information in a way prospects digest it easily. Listing the benefits is the easiest way to evoke interest.
Make the visitors desire your product or service by adding customer testimonials or social proof. Add videos or pictures of satisfied customers coupled with the number of active users. Such information will make your potential customers want your products.
Lastly, you will have to blend all the above to produce a killer call-to-action button. It should hit out of the park both contextually and aesthetically. Make sure you place the CTA button in a way it is distinguishable on the page. Nail the copy and placement of your CTA button, and leads will fall in.
How does your organization benefit from landing pages?
Should you develop landing pages too? Yes, absolutely. All businesses should aim to create goal-oriented landing pages as they come with the following advantages:
1. Boosts leads and conversions
A smartly designed landing page will influence the prospects’ purchasing decisions. Since the landing page sets a clear CTA for customers, it significantly improves the page’s conversion capacity. The more conversions the page achieves, the higher the revenue will be.
2. Helps achieve business objectives
Landing pages complement business objectives perfectly. Such pages support product launches by attracting a new target audience. They can be customized to meet the expectations of your existing target demographic. You can design the pages to make people signup for your email list, subscribe to your newsletter, purchase a product, book appointments for a consultation, and more.
3. Increases brand awareness
Landing pages give marketing managers an opportunity to extend the brand guidelines and achieve uniformity across their inbound marketing strategies. Staying consistent with the brand while designing the landing page’s style, appearance, and feel helps boost customer engagement. Prospects are more likely to recognize your brand and are inclined to convert if your company leverages branding consistency.
4. Improves paid search campaigns
Search Engine Marketing thrives on campaigns that drive high click-through rates. Customers landing from search engine ads to landing pages are more likely to convert since the pages are purpose-driven. Make them land on a business website, and they’ll feel confused in the sea of broad information that it is. Landing pages cut the distraction and give prospects the information they seek.
5. Builds the email list
Landing pages are often designed to contain forms to collect prospects’ personal information, especially their email addresses. The ‘opt-in’ option on the page allows the visitors to become a part of your email list. Visitors are likely to share their email addresses if you promise them special offers, discounts, announcements, promotions, and more. The email list will help you keep the customers engaged.
6. Instills trust and credibility
The content on a well-designed landing page hits the customers’ pain points. The prospects that find the content relatable will also find your brand reliable. Adding customer testimonials helps boost the credibility of landing pages, especially for small businesses.
One landing page won’t cut it. You need more than one to create more conversion opportunities for your organization. Increasing the number of landing pages also helps leverage testing and variations, and develop more marketing collateral — bolstering your inbound marketing strategy. There you have it. This post focused on introducing the concept of landing pages to marketing managers that hold the reins of a company’s overall marketing strategy. Lastly, we highly recommend consulting a CRO expert to make the most of your landing pages in no time. Did you find this introductory landing page guide helpful? Let us know in the comments. Also, don’t forget to check out other informative posts on the blog!