I love using landing pages to generate leads and to guide prospects through a particular sales cycle for myself or a client. Many people don’t realize that landing pages, with effective call-to-actions, have the potential to generate high response rates which include: increased sales leads and online sales. So, lets start at the beginning.
What is a landing page?
A landing page is a web page that has a specific, targeted message and opt-in box to collect more information about your prospect. It is a simple page that can be linked from a home page or is apart of your marketing campaign. My favorite type of landing page describes a story about the company to a niche audience in order to promote a new product or service. Also, this strategy can also help capture leads from an email marketing campaign, a part of an advertising campaign, PR trade show initiative, or a PR program.
How can you attract attention to your landing page?
We all know that search engine marketing is gold! So? Why not optimize your landing pages for specific search queries your competitor might be shooting for. That said, you can also use PR (publicity / public relations) in order to bring the audience over to the landing page. Implement an advertising program that will help with the traffic. If you market offline at trade shows, why not bring iPads to the tradeshow to show people your landing page, and why they should opt-in to your list.
Now, once they get to the landing page, it is time to encourage your prospects to take the next step. This may be a product sale where you would install a “buy” button to take your prospects right to your products. In B2B, this would be your chance to capture a warm sales lead and convert it into a sale.
What kind of sales copy do you need to attract a target audience?
Most of the companies I have worked with have always had trouble writing sales copy. The most common problem I see is that they write from the company’s perspective. When the company writes sales copy, it should be from the buyer’s perspective.
In addition, the web pages describe all the wonderful things about the company’s product and service. Is this what the buyer wants to see? Not exactly. Buyers want a solution to their problems; they want something that will enhance the life they're living right now.
To be frank, they don’t care about your products and services; they care about what is in it for them. For example, on your homepage, create a series of “personas” that people can browse through. This can be something like:
- "Learn About Products That Can Increase Sales For Small Businesses!"
- "Services That Can Save Your Mid-Size Business Money!"
- "Products That Will Make You Look Better Than Your Competitors!"
- "Top Research Products For Large Businesses And Companies!"
These personas will help guide your prospective to what they really need, and lead them deeper through the sales funnel. Now, as your buyer selects what they are looking for it will direct them to a landing page with the appropriate sales copy that is best used to generate interest to that specific niche market.
The typical types of landing pages include: links to different offers, information, white papers, webinars, eBooks, etc.
In addition, there is an opt-in box with for their: name and email, so they can become a potential sales lead for your company. Here's an example of what a good landing page can look like:
Mistakes I see Most Often:
I usually see companies spend tons of money on paid search engine advertising, and then direct their buyers to a generic homepage that everyone visits. This is not a good way to target a certain demographic, as each buyer needs different solutions to their problems.
Have you noticed how people usually check out the landing page for a few seconds and then leave? Well, when there are targeted landing pages, this problem will be solved. The best way to go about this, is to create a separate landing page for each topic/product/service. For example, if your prospect found you by searching ‘email marketing’ then they should be taken to the page on your site that goes in to detail on this subject. Each term you are optimizing for should have its own landing page.
Want to increase your response rate? Then create landing pages, instead of throwing money away by sending everyone to the home page.
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