Marketers are always looking for ways to get more leads, and landing pages can be an invaluable tool in that pursuit. Lead generation is the process of getting someone interested enough in your product or service that they give you their contact information so you can market to them later.
Landing pages are a great way to generate leads because they’re targeted at potential customers who have already expressed interest in what you’re selling.
The goal is to make sure these people take action and convert them into paying customers by giving them compelling content about your business before asking for their contact information.
In the following sections, we will explore how businesses can create effective landing pages to generate leads and how you can do so yourself.
What are Landing Pages?
Landing pages are dedicated web pages that are designed to drive users to a specific action. Landing page actions include signing up for an email newsletter, making a purchase, or completing a lead generation form.
Landing pages are also used to drive traffic to social media posts and blogs, but the goal is always to get visitors interested enough in what you have to say that they want more so they’ll complete your lead gen form.
In many cases, landing pages contain an entire blog post or article. They often look more like a website homepage than a typical web page. They’re incredibly targeted and give users an easy way to take their desired action.
Landing page conversions are usually measured through web analytics software like Google Analytics, Adobe SiteCatalyst, Unbounce, etc. These tools record the number of people who visit your landing page, what pages they visit during their visit, how long they stay on the page, and other essential factors that will help you determine if your landing page is effective or not.
Why Landing Pages Matter
Websites are usually designed with one goal in mind: to drive people to a product or service that will help them accomplish something important to them.
But what happens when a user visits the website and isn’t interested in clicking on any links? Or, what if they click on several links before finding one that interests them?
Landing pages solve this problem by giving users exactly what they came looking for. Think about it: If someone came to your site because you’re advertising a product, they want to know more about it.
If a user found your website by searching for a specific topic on Google, they probably are interested in learning more about what you do. Landing pages allow these users to quickly and easily take the action that will bring them closer to making a purchase or signing up for your newsletter.
Your landing page should have a clear call to action, compelling copy that tells the visitor why they should take action, and an easy way to do so.
For example, if you’re looking to generate leads with your landing page, you’ll need a form visitors can fill out to provide their contact information. This is your lead gen form.
“Sign up for our newsletter!” is not a good call to action. “Sign up for our newsletter and receive exclusive discounts!” is much more compelling because it tells visitors why they should take action.
For websites that are constantly driving traffic to various posts on their blog, landing pages can also give users one place to go where they can quickly find all of the information they’re looking for.
What are Landing Pages Used For?
Landing pages are frequently used for lead generation, but they can also be utilized to return visitors to your website or social media accounts. Businesses use landing pages as part of their online advertising campaigns because they’re incredibly targeted and help you generate high-quality leads.
Visitors who come to a landing page are generally more engaged than those that show up on other types of web pages. That means they’re more likely to take the desired action you want them to, whether that’s reading an article or completing a lead gen form.
At its core, a landing page is designed with one thing in mind: getting potential customers to take the next step in your sales to funnel. Whether that’s subscribing to an email newsletter, filling out a lead gen form, or making a purchase depends on what you’re selling and what your business goals are.
Landing pages are effective because they make it easy for people to accomplish what you want them to without being distracted by other links or calls to action that may lure them away from your page.
How to Create a Landing Page?
One of the most significant benefits of using landing pages is that they’re effortless to create. There are tools that you can use that allow just about anyone with a bit of web design knowledge and online marketing experience to create professional landing pages.
For those without any design or online marketing experience, there are templates for landing pages you can download and use as-is.
Every landing page ever created has the same goal: get the visitor to take a specific action. In most cases, that means driving people to a lead gen form where they can submit their contact information. No matter what you’re trying to accomplish with your landing page, know that visitors expect these three things:
- A clear explanation of what you’re asking them to do.
- A compelling reason why they should take the desired action.
- Straightforward instructions on how to take the desired action.
Landing pages that don’t offer a clear explanation of what you’re asking for or that try to divert visitors’ attention to everything, but your lead gen form usually doesn’t convert well. Visitors need to know what you want them to do and why it matters so they can trust your brand and not be distracted by other factors that may influence their decision.
Give visitors the information they need to make the right choice, then make it easy for them to take action by following your simple instructions. Landing pages with confusing calls to action, multiple steps they need to take, or distracting elements generally convert much worse than pages that are easy to understand.
Using the Right Type of Landing Page for Your Business Needs
There are many different types of landing pages, each one designed with a specific purpose in mind. Some of the most popular types include:
- Lead generation
This type of landing page is designed to get visitors to submit their contact information, usually in exchange for something free like an ebook or webinar.
- Event marketing
This type of landing page is designed for events like webinars or live seminars. They can be used to drive registrations, collect emails, and promote event social media profiles.
- Product marketing
Landing pages created for a specific product often feature reviews, comparisons, videos, and testimonials to convince visitors to make a purchase.
- Content marketing
This type of landing page is designed with lead generation in mind, but it’s also focused on driving subscriptions to the site’s email newsletter list.
- Business-to-business (B2B)
Landing pages for B2B brands often feature whitepapers, webinar signups, and product comparisons.
A sales landing page is designed to get visitors to take a specific action, like filling out an application or making a purchase.
Each of these types of landing pages effectively gets the correct type of visitor to take the desired action and convert to your business goals. It isn’t about what kind of product you’re selling or which page you’re sending people to; it’s about your visitor and what they want.
Using a landing page that isn’t in line with their expectations can lead visitors away from your site without taking the action you want them to take, whether it’s subscribing to your email list or purchasing a product. The more closely your landing pages align with the user expectations, the more successful they’ll be.
Common Mistakes People Make with their Landing Pages and How to Avoid Them
Not sure what makes a good landing page? Here are some common mistakes to avoid:
- Including too much information
You never want visitors to have to guess what you’re asking them to do or where they should click. Instead, make your calls to action (CTAs) straightforward and easy to spot.
- Not using an attention-grabbing headline.
Your landing page needs to stand out in the crowd, and that starts with your headline. Make it clear, concise, and offer visitors a compelling reason why they should keep reading.
- Not including form fields
Forms are crucial to converting your website visitors since they tell you precisely who is taking the time to visit your landing page. Include all of the information you need to follow up with interested leads after they leave your site.
- Ignoring design best practices
Your landing page design is where all of your hard work comes together to make a powerful impact on your visitors. Including plenty of white space, choosing high-resolution images, and including supporting, graphics are all ways to improve the visual appeal of your landing page.
- Forgetting about mobile users
Landing pages that aren’t responsive to mobile users aren’t just frustrating for your visitors; they also limit the number of people who can reach your page. If you don’t know whether or not your landing pages are responsive, try testing them out on a phone and tablet at campaign launch to make sure they’re optimized before sending any visitors to them.
- Not including social proof
Your landing page needs to build your visitor’s trust by indicating that other customers have already had success. Include quotes, testimonials, and reviews from previous customers to show visitors that they’re in good company.
- Not using analytics programs
It’s important to know who is visiting your landing pages, where they’re coming from, and what they do once they arrive. By using analytics, you can learn from previous visitors and design successful strategies to convert future landing page visitors into customers.
- Omitting a call to action (CTA)
In the same way that your headline has to compel your visitor to read further, your CTA has to be equally compelling for them to take the actions you want them to take. Make sure your CTA is clear, concise, and placed in a prominent spot on the page.
If you avoid these common mistakes when designing your landing pages, you’ll see an increase in conversion rate which means more leads for your business.
How to Measure the Success of Your Landing Page?
You can measure your landing page success by tracking the following metrics:
- Conversion rate
If your conversion rate is too low, it might be time to rework some of your landing page elements. For example, if your landing page doesn’t match what users expect, they might not take the action you want them to take.
- Unique visitors
Your unique visitor number tells you how many people are visiting your site each week. If this number is declining, compare your landing pages to recent versions of them to see if there’s a difference in performance.
- Leads generated
You can measure your landing page success in terms of lead generation by tracking how many leads you’re getting per month. If you’re not generating enough, look to improve the number of form fields on your site.
One great way to track your landing page success is to see its impact on the revenue you generate. If your conversion rate is low, it might be time to rework your landing page design elements.
- Other things
Also, keep in mind that measuring the success of your landing page means more than just tracking these metrics. You’ll also want to edit your copy regularly to ensure it’s up-to-date and relevant to your audience. This is just one way you can improve your landing pages’ return on investment (ROI).
In summary, landing pages are an essential part of lead generation. If you avoid common mistakes, your landing pages will yield a higher conversion rate and more leads for your business.
You can measure success by tracking key metrics such as conversion rate, unique visitors, leads generated and revenue earned from these landing pages. Additionally, make sure to edit your copy regularly to ensure it’s up-to-date and relevant to your audience.
This way, you can expect that your conversion rate will improve effectively.