Dear Business Owner, A Website is Not Enough
Comment down below if this sounds familiar…
After hours of planning, designing, writing, coding, and testing, your website is done!
Your home page is beautiful, your pages have fantastic images, and your copy is full of life. But here’s the catch: not a single visitor is converting.
Don’t worry, we know the feeling all too well.
It’s not your fault.
You simply don’t have the complete recipe to turn your website into a money-making machine yet.
This is why we are here to tell you what the secret ingredient is: landing pages. Landing pages are the highly targeted additions to your website that can turn your visitors into customers.
Don’t believe landing pages are the end-all-be-all we are making them out to be? Don’t listen to us, listen to HubSpot, a leading software company successful in inbound marketing, sales, and customer service. According to HubSpot:
So, when it comes to landing pages, the question shouldn’t be: “Should I use landing pages?” but rather “Am I creating enough landing pages?”
What is a landing page on a website?
First things first, what is a landing page? A landing page, also known as a “lead capture page,” “static page,” “squeeze page,” or a “destination page,” is a standalone page in your website created specifically for a marketing or advertising campaign.
They tend to look like this:
This is where a visitor “lands” when they click on a link in an email, or when they click on a Google, Facebook, Instagram, Bing, Twitter, or Youtube ad.
You might be wondering...“How does a landing page differ from the homepage on my website?”
Homepage vs Landing Page
Note that a landing page is not the same as the homepage on your website. While a homepage encourages exploration and tries to lead the visitor towards many different goals, a landing page is designed with a single focus or goal, known as a CTA (call-to-action).
In a nutshell...
- Occupies your root domain (i.e. www.birchriverdg.com).
- Gives an overview of what your business does.
- Links to every other permanent page of your website.
A landing page:
- Pushes visitors to accomplish a goal through a strong call-to-action (CTA).
- Stays focused on a single offer throughout the page.
- Is not intended to be a permanent part of your website.
3 Key Benefits of Landing Pages
1. Landing pages increase conversions like crazy
Just like your website has information that influences your visitor’s decision to take action, a well-made landing page will do the same. However, a good landing page takes it a step further by making it as easy as possible for your visitors to do said action. Whether that is to purchase your product or to sign up for your webinar, by creating a single-focused landing page you are building a clearer path for your visitors.
What does this mean for your business? More conversions! According to Omnisend, landing pages are the least popular signup form yet have the highest conversion rate (23%). This is good news for someone looking to invest their time and money into creating landing pages simply because this means less competition and more conversions.
2. Landing pages cull qualified leads from your search traffic
Whenever you link a landing page to a specific campaign, you can see which channels are bringing in the most leads, which offers are grabbing the attention of your audience the most, and which campaigns are performing the best. Tracking user behavior is one of the best practices when it comes to landing pages. This can produce valuable insights about your “ready-to-buy” visitors and help refine your knowledge concerning your target audience.
Plus, if your landing page contains a sign-up form, you can later use the information you requested to retarget visitors and possibly influence their purchase decision in the future. Things to consider when connecting with these visitors can be specific challenges, their preferred time for a consultation, or any questions they might have about your product or service!
3. Landing pages show you which channels are bringing in the most leads
Organic search traffic is great. However, if a good chunk of those site visitors doesn’t take the next step forward in your sales funnel, it won’t mean that much to your company’s bottom line.
This is where an internal linking strategy makes an entrance. Internal linking is so important to content marketing if you want to give your audience a clear path towards further engagement. By placing CTAs and internal links, you can usher your site visitors to relevant landing pages that focus their attention on your offer. Doing this will help you separate the people who are interested in your services from the ones who are simply curious window-shoppers. Who wouldn’t want to have a list of their most promising sales prospects?
Landing pages are meant to make it easier for your visitors to take a specific action in relation to your business objectives. Moreover, they help you improve relationships with customers and gain intelligence about your business and marketing campaigns. If you're working hard to drive traffic to your website, don't make the mistake of not capturing that traffic as leads with the help of a great landing page.
Are landing pages a part of your business' marketing strategy already? If not, what’s stopping you? Comment down below!