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3 Simple Reasons for Using Landing Pages to Increase Leads
Many small businesses will struggle with marketing their business online because they don’t know how to use, or understand the power of landing pages.
A landing page is a web page that has only one message and one or two calls to action. A call to action is something like “Click here to download” or “Enter your email to subscribe”. Compare this to a website homepage, there are usually many message with many links.
The whole point of a landing page is to develop a very specific message for a very specific audience to generate leads.
3 Reasons Why Your Business Should Use Landing Pages
#1 Prevent Visitors from Leaving Your Website
You can’t and shouldn’t depend on customers to find things on their own. A Homepage contains a lot of information; arriving at your home page can cause “information overload.” We all know how easy it is to click away when we can’t easily find what we want.
Giving the audience limited information means they read only one message and are much more likely to take action instead of leave your website.
#2 Emphasise a Call to Action for Leads or Branding
A landing page can emphasize a specific call to action. Your call to action can be anything from asking the reader to sign up to your newsletter, download an industry white paper or read your free eBook. You can require them to submit their email address or you can give content away for free if you want to increase awareness of your brand and build trust with an audience.
A landing page must have an obvious call to action.
#3 Decrease your AdWords Costs
One of the factors that determines how much you pay per click for a keyword in Google AdWords is something called the conversion rate. If you choose specific keywords and make a landing page that closely aligns with the keywords, you will get a much higher conversion rate which will in-turn reduce the cost per click.
Increase conversion rates to decrease AdWords cost per click.
A Case Study: How Hyundai Uses Landing Pages
Large companies understand the importance of well-designed landing pages. Hyundai has a landing page for each of its car models, which prompt people to a specific call to action. These are 1) to request a test drive or 2) download a brochure.
Find the case study here:
The company contracted an online marketing consultant to improve their landing pages. The marketing company tested a couple of different variables to determine the best placement for each element on the webpage to accomplish Hyundai’s goal for their customer: to download a brochure or to request a test drive. While the details of the process can seem confusing, the ultimate goal was to develop a landing page that would increase conversion rates for a specific call to action. Through the series of “tests”, the company was able to determine the best positioning of the page’s elements including headline, description, and download prompt.
The final landing page increased requests for test drives by 62 percent.
Landing Page Creation and Design
Creating an effective landing page can be difficult and time consuming. However there is some amazing software that makes the process easier and there is also some incredible talent you should consider hiring. A good web designer will help you to understand and develop a web marketing strategy and show you how you can use landing pages effectively in your business.
Similar to the Hyundai example, settling on a landing page will involve live testing with actual visitors. Your design team will help you to test how well your landing page converts, target your customer, and maximize your return on investment. You and your designer should consider the following in the landing page creation process:
- The key message: What is it that you want your visitors to know immediately? Do you need different messages (landing pages) for different visitors?
- The call to action: What is it that you would like your visitors to do? You will need to create a reason for a visitor to take the action.
- The design (look and feel): Determine what design elements you want your landing page to include. Your design to should grab your reader’s attention but not be distracting.
- Testing the landing page: Your designer will be able to help you test different variations of designs to determine which gives the best conversions.
Download our 7 Point Landing Page Checklist
If you are going to be working with landing pages I suggest you download our free 7 Point Landing Page Checklist. Use it to test every landing page to ensure maximum conversion.
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