Why does your business have a website? There is a good chance that the prime reason is for increasing sales and growing your business. You are likely spending money on search and social advertising. There is also a good chance you are expending resources to publish content to boost organic traffic. However, how effective has your website been in converting those visitors into prospects, leads, and active customers? If you do not have landing pages and are relying on a “contact us” page for lead capture, you are missing opportunities and losing business.
What is a landing page?
Essentially, it is a web page with a specific, targeted marketing message and a prime purpose of creating a conversion event. These events can be anything from a transitional call-to-action like a newsletter sign-up or quote request with city related keywords. Regardless, the page is designed to acquire contact information, even if it is just an email address, in exchange for something the visitor wants. So, the visitor may want a notification every time you have a special offer or event, a special report (like a local real estate market report), a free e-book, a rate quote, free estimate, or something else. Nevertheless, it will give you the ability to continue to market to this visitor in the future.
While you may have a contact form on your homepage, product or service pages, and blog posts, these don’t qualify as landing pages. That said, you should provide your visitors with as many conversion opportunities as possible, without becoming intrusive. This will include your contact information in your website’s header and footer, calls-to-action, contact forms, and landing pages. Moreover, you should design your website and content in a way that you are providing multiple but clear paths to conversions.
How many landing pages do you need?
The answer is always “more is better”. According to a study shared on HubSpot, “companies do see a 55% increase in leads when increasing their number of landing pages from 10 to 15,” and that “number spikes even more when a company has 40 or more landing pages on their website.” Why? It is because landing pages are specifically optimized for direct sales, lead generation, or relationship building. The visitors likely found your website because of your educational content, but a landing page is the needed next step to make the conversion.
Do you have questions? What haven’t we covered yet that is important to you? If you would like to talk about landing pages on your website, or a related topic, please contact us.