What is a website landing page and why do you need one (or more) to acquire new customers and create leads?
Welcome back to our blog! This time, we’re going to tackle the topic of ‘landing pages’ and how you can use them to obtain new customers and generate interest. Our previous blog posts discussed how you can use social media platforms, such as Instagram, to further expand and promote your business. Now, we’re moving towards a more different tactic, yet similar in some ways, that makes use of ‘gateways’ to lure customers to the company’s main website. We’ll start off by discussing the basic, what exactly are landing pages? Then, we’ll move on to discuss how landing pages can be useful for your company, the benefits it can bring about, as well as how several companies have made use of such tactics to generate leads.
So, what is a landing page?
Landing pages (aka ‘lead capture page’, ‘static page’, or ‘destination page’) are specifically created for a marketing or advertising campaign and come in the format of destination or standalone webpages. Each landing page typically has one objective, to sell a product/service or generate a potential lead. People oftentimes find themselves on landing pages if, for instance, they clicked on ad, marketing promotion, an SEO search result, or a link provided by a direct email. They tend to be used in conjunction with other marketing tools in order to boost the effectiveness of an advertisement.
Some examples that different companies have used:
How to create the ‘ideal’ landing page:
- Make use of captivating, benefit-oriented headlines. You will always want to have clear and relevant content; make it straight to the point. People don’t want to spend hours scrolling through a page in search of relevant information.
- You want the images on the page to be high quality and visually pleasing. Images catch people’s attention, but make sure they are relevant to your brand’s theme. If you start uploading ‘irrelevant’ pictures, you will be drifting away from your company’s image and what it stands for, consequently confusing your customers.
- The landing page needs to be extremely efficient if you want to generate leads. For instance:
- Try decreasing the loading time. Again, people don’t really have much patience and if they need to wait to access the page, chances are they will quickly give up and move on to something else.
The shorter your loading time is, the lower the chances that your visitor will bounce.
- Make it easy for customers to contact your business if they have any enquiries. Provide your company information, along with an email address or phone number so that website visitors can easily contact you. Or, you can always incorporate an automated message or enquiry system.
- A lot of brands tend to forget about this, however, make sure you optimize your website so that customers can access it from their mobile phones. If clients decide to open the landing page on their phones, it is necessary that it fits and accommodates the screen size, making it easy to navigate.
- Features you can consider adding to help increase lead generation:
- Have a newsletter sign-up section for customers where they would need to provide data (for instance their name and email address) to access it
- Data and stats are powerful advertising tools – MAKE USE OF THEM! People are most likely to pay for a service if they can see factual evidence that it works. Brand testimonies are also a great way to attract customers. If they can read or listen to personal stories about how the company’s product or service has benefited them, potential new clients will feel more comfortable purchasing from a ‘reliable’ source. In other words, providing testimonies can help increase brand credibility, which is a huge bonus for any company!
- Incentives, Incentives, Incentives!
- Sometimes it’s not enough by just stating why individuals should purchase from your business and register to your page. But, providing some form of incentive can really help with that. Whether that be giving a free trail for the first 100 signups, a free guide, coupon, discount, exclusive membership, or free demo to anyone that registers. These are a few of the infinite number of approaches or tactics you can use.
- Incentives can be really important for creating lead generation. Customers are more willing to leave their info if they can receive something in return for it, and oftentimes it comes in the form of a ‘reward’.
- Lastly, make sure you spend enough time creating an effective call-to-action (super important!!) for your campaign:
- “According to WordStream, 48% of effective landing pages contain multiple offers, and this is not a best practice. Instead, you want to have one specific offer for each landing page, to keep the prospect focused on one thing at a time.”
- You want to use action words in your CTA. So, for instance, “shop”, “sign up”, “discover”, “try”, “watch”, or “start” are some of the words you can use to grab your customers attention. Keep it brief and to the point. Try keeping your CTA within 5-6 words.
- Some examples or approaches you can use are:
- Do this by doing this For instance: “Help us save the ocean by making a cash donation” or “Get a 15% discount by subscribing to our newsletter”
- Do this because of this. This approach is the best formula to use because it directly answers the “why” question. For instance: “Donate to our charity to help save the lives of shelter dogs” or “Never waste in creating your own ads. Hire our ad agency to help run your campaigns today”
- A CTA can either be positive or negative (both are equally effective)
- A negative CTA will typically focus on the customer’s fear or pain points
Here is an example of a call-to-action, along with a “shop now” button.
Hope you found our blog post on landing pages useful and obtained some valuable information on lead generation. Stick around for more useful content on how to successfully promote your business and acquire new clients by employing an array of new, traditional, and innovative tactics!