When it comes to converting website visitors to customers, your home page often is not enough.
To be clear, your website’s home page acts as more of an introduction to your business. On the flip side, landing pages are standalone web pages that are disconnected from your website’s navigation. Their purpose is to present focused content that aims to convince visitors to act. Actions could potentially be buying a product or service, signing up for something, downloading something and so on.
In other words, a landing page targets a specific audience with a specific offer and captures their information with a lead-generation web form.
The basic elements of a landing page include:
- Headline that summarizes the key benefit or offer in a compelling way
- Image that adds visual interest to the page
- Concise copy that persuades visitors to convert, ideally with skimmable bullet points to break up the content
- Lead-generation web form
- Single call-to-action
- No navigation, so there are no distractions
And there’s no limit to how many landing pages you can create. In fact, websites with at least 40 landing pages generate 12 times more leads.
The following are five landing page benefits for your small business.
Support your goals
One benefit of landing pages is that they can directly impact various goals, including reaching a new target audience, promoting a new product or service, bringing in new customers, selling more and so on.
Because landing pages can cater a specific message to a specific audience, you can focus your digital marketing efforts as they relate to your goals. This makes it easy to see whether your efforts are working so that you can pivot as necessary in real-time. That could involve adjusting how you’re sending traffic to your landing page or changing up the landing page itself.
Generate more leads
The goal of many landing pages is to collect contact information from potential leads who are interested in your business in some way.
Depending on the type of contact information you’re collecting through the lead-generation web form on your landing page, you can leverage landing pages to grow your email and/or SMS text message subscriber lists.
Growing those lists can help you nurture these leads over time, which can help convert them into customers. Learn more about email drip campaigns and how they can support that lead nurturing you should do.
Just make sure that you include a clear “opt-in” button where a landing page visitor can indicate whether he or she would like to receive email or texts from your business. It is a legal requirement to opt subscribers in officially to your promotion lists.
Increased conversions
Landing pages aim for visitors to take clear action while making it as easy as possible for them to take that action.
Remember that landing page visitors are likely already warm leads. They already took some sort of action to arrive on that page in the first place. With a clear call-to-action on a well-designed landing page, the conversion rate is higher than it would be on your general website.
More conversions benefit your business because conversions can lead to more customers and revenue.
Check out our 16 tips to improve your sales conversion rate overall.
Actionable data
Because landing pages are so specific, it’s very easy to monitor the analytics and get a sense of exactly which campaigns and referral sources are driving the most traffic and conversions.
And knowledge is power. Tracking user behavior is an incredible benefit of landing pages for businesses. Your insights can help you refine your digital marketing campaign strategies, which will improve your overall effectiveness.
Beyond the analytics that can be tracked on landing pages, you also can collect additional relevant data through your lead-generation web form. Just make sure that the form is not too long, or else visitors may decide not to submit it.
As you’re evaluating the effectiveness of your landing pages, remember that A/B testing can be a great tool. A/B testing is the process of showing two variants of any particular element to different segments of your audience at the same time and comparing which variant is more successful. A/B testing is also known as split testing and can be used in many different ways on websites, emails and so on.
Boost credibility
Since a landing page is so focused on a single task, a visitor can feel like his or her course of action is clear. In that sense, you are showing that you understand their problems and have invested thought into how to help solve them.
This boosts your credibility with landing page visitors because everything is direct and clear.
In addition, you can include testimonials and other social proof that shows your business can be trusted. This helps visitors feel more secure in their decision to act.
In conclusion
Landing pages are powerful marketing tools, but more than about 40 percent of B2B companies still direct traffic to their homepage instead. Stand out from the crowd. Using landing pages will benefit your lead generation, conversions and more. These will ultimately contribute to the growth of your business. They also can reinforce your branding.
