Everyone’s talking about landing pages these days. You must have a landing page. You must have several landing pages. Your landing pages should be optimized. On and on and on.
Fact is, they’re right. Landing pages are important to your business, and they are a great tool to attract site visitors, give them information and convert them to leads and customers.
First, let’s answer one important question:
What is a landing page?
A landing page is a page on your website, or out there, somewhere, on a server, that is designed to get people who arrive on that page to do one thing. That one thing can be:
- Give their email address in exchange for a lead magnet or opt-in bribe.
- Enter their contact information to get someone to give them an estimate.
- Give their information to enter a contest.
- Purchase a product.
Okay, so now we know what a landing page is. Why should we use them?
According to a 2015 report by HubSpot, the more landing pages you have, the faster your email list will grow.
This report surveyed 7000 businesses. It found that businesses with between 1 and 10 landing pages had an average number of leads coming in. But when they increased the number of landing pages to between 10 and 15, they saw a 55% increase in leads. Companies that increased their number of landing pages to 40 or more, saw their email lists grow even faster.
And just in case you think this strategy won’t help your company because you’re B2B, here’s the breakdown of B2B vs. B2C companies as they increased the number of landing pages on their websites.
Why does this strategy work so well?
Your regular website has lots of links to other places on your site. There are words in the sidebar that can distract your site visitor from doing what you want them to do. In short, websites can be very messy when it comes to getting a site visitor to take one action.
A landing page uses a simple template that lets you focus your site visitor’s attention on one goal and one goal only. (This is commonly referred to as “conversion” in the marketing world.) Once they’ve achieved that goal, you can direct them to your website, or anywhere else you want them to go.
Your landing page should not include links, unless they’re links to a specific section on the page. You can have several buttons on your landing page, but they should all lead to the same form where they enter their contact information, or checkout page to purchase your product.
The only thing you want your site visitor to be able to do on a landing page is to take the action you want them to take.
The more landing pages you have, the more opportunities you have for potential customers to find you. This helps in 2 ways:
- SEO: Search Engine Optimization is the art of getting the search engines to find your website. Well, the more opportunities you give the search engines, the easier it will be for them to find your pages. Having multiple landing pages will make it more likely for someone to find your product on a search engine results page (SERP).
- Opportunities for contact: Let’s say you have multiple landing pages out there, attracting attention in the search listings, via calls to action on your website or driving traffic from paid media ads. Every page gives you more chances to collect email addresses or persuade a site visitor to buy your product.
3. Variety of Offers
You may only sell one widget or one line of products. But everyone who comes to your website has different needs. One person who visits your site may need 3 widgets. But if you only sell your widgets in bulk packs of 100, that person will never buy from you.
If you have several landing pages offering the same product, packaged in different ways, you’ll have more opportunities to fit the right offer to the right person. Which usually results in more sales and a higher ROI.
4. Opportunities to Target Different Audiences
I’ve talked about identifying your target audience before. Here’s where you use that information.
Lots of companies have several target audiences for their products. Maybe you have an easy meal product that appeals to housewives in the suburbs and college kids living in dorm rooms on campus.
You could just create one landing page and hope it’s appealing to both audiences. Or you could create 2 landing pages, one focused on each audience. That way you’re getting the right message to the right people, and increasing your bottom line.
“How Do I Get More Landing Pages on My Website?”
I’m so glad you asked.
Lead generation and customer conversion are my main services. I can create as many landing pages as you want and export them to your website, so they’re under your URL and creating more SEO value for your domain name.
I optimize all of these pages for conversion and for SEO. That way, you’re getting the most effective landing pages for your business.
To find out more about my landing page building services, please click on the button below.
Do You Use Landing Pages?
How are they working for you? If you don’t, why not? Tell me about it or ask me questions about landing pages in the comments.