Converting leads and taking names
You have a website with multiple pages that tells each aspect of your company’s story just the way you want it.
Why, then, do you need to create new pages on your site to complement your inbound marketing campaigns?
Successful inbound marketers know that providing incoming prospects a specific, tailored landing page on your site - one that is relevant to the content they clicked through to get there - is the most effective strategy for turning prospects into leads for your business.
Let’s look at the anatomy of a landing page and how you can use landing pages for inbound marketing.
Complementary is key
Landing pages go hand in hand with calls-to-action. When your inbound marketing campaign is humming, a healthy ratio of people who have found your blog through organic searches will click on your call-to-action.
Where you send them is critical to your success.
If a visitor just read a blog about a specific topic and clicked on a call-to-action promising deeper content on that topic, sending them to a homepage with more general information about your business is a bona fide misfire.
It will lead to confused, frustrated prospects trying to navigate to the content they are looking for - or, in many cases, navigate to another website altogether.
Instead, provide them a tailored landing page that follows, subject-wise, from the blog they were reading. If you are blogging on a variety of topics, then a variety of landing pages are called for, each reflecting the topic of the blog and call-to-action.
What’s in a landing page?
Landing pages should be sparse and singularly focused on enticing prospects to further engage with your company. A reiteration of the call-to-action that brought them there is appropriate, along with an artfully designed opportunity to receive your most valuable content.
Keep in mind, this gated content is given for something your prospect provides in return. To facilitate this exchange, your landing page requires a form for your prospect to fill out.
By filling the form, they receive the high-value gated content, and your business receives a high-value sales lead.
How to use a landing page
Landing pages are valuable because of their ability to harvest detailed information about your prospects that you can use for future follow-up.
Not only do you know which of your blogs a prospect was reading when they clicked through and which call-to-action they responded to, you also have the contact and personal information they submitted through your online form.
Online forms can take many … forms. Ask for detailed information - a person’s age, location, profession, phone number - or stick to the minimum required for follow-up: an email address.
Teasing out this information is the main trick of your landing page and more than you can get from the existing pages of your website.
Improving your landing pages
Landing pages are a great way to test your messaging and experiment with what is working and what is falling flat.
For example, set up two different landing pages that follow from the same call-to-action, each with a different approach to converting your prospects into leads.
Then measure their performance, understand which messaging is more effective, and use that knowledge in future landing page iterations.
We are your Vermont web design solution
Landing pages are an indispensable inbound marketing best practice. Designed correctly, they will accelerate lead generation for your business and give you great information to guide targeted follow-up.
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Breezy Hill Marketing is a Vermont web design company and digital marketing agency specializing in inbound marketing strategy and building beautiful and mobile responsive websites for customers in Vermont and throughout the United States.