By Matt Rogers

Want More Leads? Create Landing Pages.

One of the questions we get most often from new clients is: “How do we get more online leads?” In most cases, the particular company’s sales have dropped off or plateaued and they are left scratching their head, not knowing what to do. What we find, more often than not, is that these companies are not creating custom landing pages targeted to specific consumer segments. They may be sending out regular emails. They may be running search ads. They may have an active social presence. They may be running banner ads. But as we tell them, all of this stuff sounds great, but it is for naught if you aren’t directing your targets to custom landing pages that relate specifically to your target audience(s) needs.

What are landing pages and why do I need them?

It’s very simple: they are a mechanism to convert more qualified leads into paying customers. Landing pages are a proven way to simultaneously grow your database and your bottom line. Best of all, you don’t have to break the bank to do it. With ever-increasing social channels and platforms, as well as advances in mobile technology, there’s a lot of noise and chatter. Your customers are getting hit-up from all sides. It’s no longer effective to simply drive people to your website’s home page. You need to simplify the path to lead conversion. Instead of giving them too many choices—and expecting them to figure it out and “find the right form”—you need to steer prospects to a specific page strategically designed to capture their interest and, subsequently, their information. “Companies understand that they need to utilize multiple social channels and interactive platforms to reach customers,” says FUEL President Warren Griffith. “Where companies are often dropping the ball is by not getting these leads to an efficient landing page designed to capture their information. It’s like driving the football all the way down the field and then fumbling on the one-yard line.”

What makes a good landing page?

Good landing pages are highly targeted to do one specific thing: capture information. That’s it. They should be simple, on topic, and informative. They should also offer something of value—for FREE—in exchange for a name and email. This could be a brochure, a special offer, an invitation to visit, or some other relevant information that caters to the prospect’s unique interests. To be successful, you need to understand your audiences and what motivates them. That way you can craft landing pages that speak to their needs, wants, and desires. In order to be effective and convert new customers, successful landing pages should be: 1) message appropriate and strategic, 2) well designed, 3) visually appealing, 4) user friendly, 5) simple to follow, and 6) very specific in terms of call to action. Above all, your landing pages should be related to, or consistent with, the vehicle that 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 header that is benefit driven
• Content that is clear and to the point
• Appealing visuals, video, or graphics
• Clear value proposition for the prospect
• Specific offer or “gift”
• Simple, brief form to capture information

By following this checklist, you should see results. And creating sound, strategic landing pages is well worth the extra effort for every business, large or small. They are tried and true—a proven way to meet your sales and business goals. 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

Without question, a strategic, focused landing page will convert more leads than simply sending visitors to your home page, where they have multiple options and no clear path to conversion. According to Hubspot, companies that use landing pages are much more likely to attract qualified leads that convert to actual customers. In fact, the more customized your landing pages are to specific content on varying pieces of communication—email offer, search ad, banner ad, social post, etc.—the higher your conversion rate will be. Companies that create multiple landing pages receive “55% more leads.” (Hubspot) Additionally, it is always a good policy to follow up your landing page with a simple Thank You page for visitors who submit information. This is just another opportunity to follow-up with your prospects and not leave them hanging. The goal after all, is to keep them happy, informed, and most of all, appreciated.

We’d love to hear from you

If you have questions or want to learn more about landing pages for your business, please contact Annalynn Barnett at annalynn@fuelingbrands.com or call 864-627-1676.