Landing pages are vital for business. Here’s why…

14/03/2017
Posted in Design News
14/03/2017 Rob Pritchard

Landing pages are vital for business. Here’s why…

Leads… the chances are, you need more of them. But let’s face it, getting potential customers to take that vital first step is tough – demanding that you instil a certain level of trust, pique their interest and communicate the value of your offering and the difference it could make.

Landing pages are key to convincing that prospect to leave their details, and central to communicating all that you need to, in 60 seconds browsing time of less. If you’re yet to harness the power of landing pages, it’s time for a re-think. Here’s why (and how)…

Landing Pages – A Brief Overview

Landing pages should serve as a critical tool within your marketing arsenal, yet despite this all too many businesses are misguided about what landing pages are, and more importantly, what they are not. Let’s cut through the noise: landing pages are not simply any given page on your website to which you drive traffic. They are precisely focussed on bringing about a single action from the visitor – the filling of an enquiry form, the entering of an email, the downloading of a file. There must be no distractions, nothing other than elements that support the singular action of capturing visitor contact details via a form.

Key Question: “But my homepage/about page/product pages have contact forms – aren’t they landing pages?”

Your home page, or any other page on your website, may well have a contact form, however these pages each have additional purposes – your about page should tell your story, your homepage should guide your visitors to where they wish to be, your product pages are responsible for making the sale. None are designed exclusively for capturing contact details. That’s the difference. Ultimately landing pages are designed to feed potential leads into your sales funnel (you do have a sales funnel, don’t you? If not, you most certainly should).

Results – Just How Many Leads Should You Expect?

Marketing platform Hubspot achieves an incredible average conversion rate of 35.2% across their 650 landing pages – and whilst this brand is far from a yardstick for the typical business, the figures in the wider world provide for plenty of positive reading, with Wishpond finding that the average B2B landing page garners a conversion rate of 13.28%, while the typical rate for B2C is 9.87%.

That All Important Form – Here’s The Crux of the Matter

Your form provides a chance for your visitor to convert – and for the best chance of them doing so, you need to provide them with an incentive. This could be the promise of an enlightening white paper, a profit boosting eBook or a video series that addresses their pain point. This is an exchange – an ethical bride – they provide their information, you offer something of value. Your form must then capture the details that will allow you to market to them in the future – for the lowest barrier to entry, choose a singular field of an email.

Landing pages demand time, testing and continual tweaking if they’re to deliver upon their promises. Gain clarity on what your audience care about, and what a carefully crafted landing page could achieve for your business and your bottom line. Let’s talk about the possibilities – send us a message and we’ll be right back in touch.

Creative design from Lincolnshire

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