Companies with 40+ landing pages get 12x more leads.

Hubspot’s study found that 10-15 landing pages can boost a company’s leads by 55%.

There’s no denying the importance of landing pages. It packs a powerful combination especially when working with a great lead magnet content.

I could go on and on about its importance. Unfortunately, not every marketer has realized this.

According to MarketingSherpa’s Landing Page Handbook, 44% of clicks from B2B companies are directed to website homepage and not on an optimized landing page. 62% of the B2B companies using landing pages barely have 6 landing pages in total.

Despite their underlying importance, why are landing pages still so underutilized?

“The number one reason businesses don’t use landing pages is because their marketing department doesn’t know how to set them up or they are too overloaded”, says MarketingSherpa.

It’s not too late. There’s no need to pull your hair out now. It’s time to learn about your landing page and get the conversions I promised.

For starters, let’s begin with the basics.

Landing Page
noun
the section of a website accessed by clicking a hyperlink on another webpage, typically the website’s home page.
– a web page allowing you to capture a visitor’s information through a lead-capture form. AKA conversion form. (Hubspot)

Landing pages are the platform in which lead magnets are usually placed. It allows you to target your audience and obtain their contact information in exchange for your high-value content.

Landing Page basically serves as the chamber where prospects are being generated into conversions.

Without a supporting landing page, your lead magnet will be useless… no matter how valuable it is!

Just imagine: You successfully made a promising ebook lead magnet pitch via email, social media, PPC, direct or referral traffic, etc.

Great content! Your prospects are sold! They are excited to submit their contact information in exchange of your ebook.

But for some personal reason, you didn’t even bother making a landing page.

Just send them directly to your website, right?

Fine. Let’s say these prospect traffic are being redirected to your homepage.

“Wait—where’s my ebook?” your prospects ask themselves.

Scroll down, scroll down, scroll down… Where? 

“Too time-consuming. Might as well look for the topic on other websites”, they give up.

Really? Who would waste 15 minutes painfully searching for a file on your entire website? There’s nothing more important than time in this fast-paced world. Not even your content!

Without Landing Pages, your bounce rates will be the only one increasing.

See how important an optimized Landing Page is now?

NOTE: Want to set up the perfect landing page for your website but not sure where to start? We can help! Contact us for a FREE Consultation and we’ll start setting up all the pages you need.  

Again. Why do you need a landing page?

The shortest answer to it all is because there’s nothing better to increase your conversion rate than a landing page.

Unconvinced?

Here are 5 more reasons why you need more Landing Page on your website:

  1. Generate more leads

Landing Pages are the foundation to generate more leads in which you can easily segment and nurture.
As mentioned, it’s a common practice for companies to send their email, social media, and search traffic to their website’s home page. They might as well be throwing their leads in the trash.

A targeted landing page could so very easily capture and convert these lost leads. 

  1. Collect more than contact information

Different leads provide different results through split testing. Split testing is a generally known procedure to identify which specific landing page performs best.

You can easily create a demographic or marketing personas to understand your type of visitors through this baseline information.

  1. Identify Audience Engagement

Landing pages are not only limited to creating demographics. They have the precision to track even the reconversions of your existing leads. This data can help you better understand and monitor your lead’s website activity and behaviours.

  1. Your Market Offer needs it

Let’s try to explain this in the most basic sense… Your market offer simply needs a landing page.

For a market offer or a lead magnet to be effective, you need to gate it behind a landing page. The optimized page will visually support your lead generation offer.

A Market offer/lead magnet’s reason for existing is for website visitors to surrender contact information in exchange for a valuable offer. Your landing page will be the collections tool for this currency.

  1. More, More, More information

We love split testing. It feeds us different data asset per marketing program through each landing page. These collected data insights can tell us which marketing offer works best, how leads are converting, which elements are to optimize, and more. All the insights you need can be provided – you just have to ask the right questions.

 

Craving for the maximized conversions we promise and the extra information?

We know it’s a big promise. Maybe even too good to be true. That’s because these benefits can only be achieved with a truly optimized landing page.

NOTE: Want to set up the perfect landing page for your website but not sure where to start? We can help! Contact us for a FREE Consultation and we’ll start setting up all the pages you need.  
 

 

But what makes a truly optimized and effective landing page?

A great landing page has 8 components. These components are:

  1. Headline

    Copy Writing 101:
    About 50 years ago, David Ogilvy said: “When you have written your headline, you have spent 80 cents out of your dollar”.
    This quote is still as timely as ever in the marketing game. Five times as many people read the headline as read the body copy, adds Ogilvy.
    Make it short and concise. Font face should be legible and with the biggest size.
    Your prospect only care about one thing and that thing alone: “What will I receive after submitting my contact information?”

  1. Call-to-action

Be clear with your message if you really want your customers to convert. Don’t be afraid to tell them what you want. Whether it’s a “Download now!” or “Get Your Free Consultation”, make sure to mention your CTA more than once throughout the entire landing page.

Marketo, for an example, used Download Now/Download on the page twice. “Get this eBook now!” with arrows pointing to the sign-up form is a bonus supporting CTA for visitors to download.

  1. Conversion Form

One of the most crucial components of every landing page. You will need a container to get your lead’s contact information. This is called the conversion form, aka lead-capture, wherein they will leave their contact in exchange for your content.

UserTesting did a great design play on their conversion form with it being yellow as it allows the form to pop out and play.

  1. Body Copy

    Like the headline, make it short and concise but don’t forget the specific benefits your prospect will get. The key benefits itself will drive prospects into conversion – make it a priority.

See CapitalOne’s excellent use of body copy in bullet form. A short and concise take on their marketing’s benefits makes it easy to read and consume for busy prospects.

  1. Hidden Navigation

    Hide all top or side navigation bars. May include website pop-ups, if applicable.

What you want is a highly converting landing page: this means reducing all kinds of distractions or friction e.g. website navigations.
The goal is to minimize bounce rates and increase the chances of conversion even if it’s through eliminating navigation.

  1. Images

40% of people respond better to visual information than plain text. Present a tangible idea of what your to-be leads will receive if they sign up. This would make your landing page much more visually appealing.

7&7 - Digital Marketing Consulting - Digital Advertising Services

StoryTelling is giving away eBooks. Electronic, digital, soft-copy books… This doesn’t stop them from showing an actual, sophisticated looking book through powerful imagery.

  1. Keywords

    You need optimized keywords on landing pages as much as on every other inbound marketing content. Optimize your SEO on page title, headers, landing page text, and image’s alt text for additional search engine ranking.

  2. Social Sharing Buttons

    Social Sharing buttons on Facebook, Linkedin, and Twitter will help support the virality of your landing page in extending your reach beyond your network of contacts. Note: Not every landing page need social sharing buttons. A/B Split Test your landing page with and without social buttons to know which version your market prefers.

Thank You Pages

Thank You Pages are important for the success of your marketing program. All landing pages should be followed by thank you pages as receipts of the lead’s contact information.

A thank you page is more than just saying thanks out of goodwill. It also supports the lead’s conversion process by confirming their motion and minimizes the chances of them being left hanging, wondering what’s the next step.

A Thank You Page can also be where you attach your marketing offer or the following steps required for completion. It may be in a form of a link redirecting to the valuable content. If your offer is a free consultation, the thank you page should include a message specifying a representative will be in touch with the lead shortly.

More landing pages = more conversions!

The more landing pages on your website, the higher the opportunity to convert your daily traffic into leads.

Not only does it only increase your conversion opportunity alone. More landing pages offer more SEO benefits, more marketing collateral to fuel your inbound marketing, more targeting and segmentation opportunities, more marketing varieties, more, more, more!

Start creating more valuable landing pages now!

NOTE: Want to set up the perfect landing page for your website but not sure where to start? We can help! Contact us for a FREE Consultation and we’ll start setting up all the pages you need.  
 

 

7&7 Digital is a leading Digital Advertising Services Firm passionate in helping businesses grow. 7&7 offers services such as Digital Marketing Consulting, Digital Video Marketing, Corporate Motion Graphics, Digital Advertising, 360 Digital Marketing, and more.

7&7 Digital - Head of Client Services and Accounts - Advertising and Marketing

Pauline Malijan

Advertising and Marketing savvy, Pauline is 7&7’s Head of Client Services and Accounts.
You can connect with her on LinkedIn or email her at pauline@7and7.com

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