Use Landing Pages to Convert Visitors into Qualified Leads
When the Internet was in its early days, companies built websites based on the assumption that most visitors would come through the front door – your home page. If they used a search engine like Google to find you, your home page was the link shown in search results.
Today, search engines have become much more sophisticated. And so have your prospects. They’re a lot more specific in their search efforts and use more precise keywords and keyword phrases to find what they’re looking for.
So, here’s the question…with countless websites in most niches trying to attract attention, how do you stack the odds in your favour so that prospective customers will find yours?
The answer: Use a Landing Page.
Landing Pages Have a Laser-Focused Message
A professional copywriter can craft a landing page that delivers a tightly focused message that will stand out in the “noisy” distracting Internet clutter. It should target a specific audience and promote one particular product, service or offer.
For example, let’s say you have a website promoting your financial services. While the copywriting on the home page is about general financial services you offer, you could create landing pages that speak to your individual services.
Think of each of these pages as a doorway through which a visitor might enter. Here are some examples of landing page subjects:
- How to read the financial pages
- Diversify your portfolio
- Planning for retirement
- Protecting your investment
- What to look for when choosing a financial advisor
Dedicate a full page to each of those topics and you’ll attract visitors interested in that specific niche.
And, highlighting each subject individually positions you as a specialist in that area which is an effective marketing strategy.
How Visitors Find Your Landing Page
A landing page is most commonly tied to search engine results and pay-per-click ads like Google Adwords or Facebook ads which allow you to direct traffic to a specific URL (web address) targeted to those visitors.
Visitors arrive on your landing page after clicking a link from an online ad, e-mail, social media like Twitter or Facebook, or any other type of targeted promotion.
Here’s the exciting part: Anyone who clicks through to your landing page has essentially put up their hand and identified themselves as a qualified prospect who is interested in your narrowly-defined topic.
Effective Landing Pages Eliminate Distractions
Once visitors “land” on your landing page, you want to make sure your message is laser-focused on matching their expectations – nothing more. Think of your prospects as a heat-seeking missles. Show them the target they are searching for and you’ll likely have a potential customer “locked on” to your message and heading toward a sale.
The ideal landing page should have limited options. Strip away regular page features like the navigation menu, side bar, and links to internal pages so your prospect is not distracted.
Your landing page has a sole marketing objective – get the prospect to take the next step in your selling process.
Sales Lead Generation Landing Pages
Although there are different types and uses of landing pages, one of the most common is lead generation. The objective is to get page visitors to identify themselves as a potential prospect. Period. Maybe you want visitors to contact you by phone for information. Many marketers are after a prospect’s email address.
By giving you their email address, prospects are essentially giving you permission to stay in touch with them, build a relationship and eventually, convert them into a customers.
Create a Compelling Offer They Can’t Pass Up
To obtain that email address and, in some cases, additional personal information, you need to offer visitors an incentive – something they want – and it should be related to the subject matter of the landing page.
These are often referred to as “lead generation magnets” and are usually free.
Here some common lead gen offerings;
- Insider Guides
- White papers
- Webinar registrations
- Free Trials
When someone downloads your offer, you have achieved a very important objective: you now have a one-on-one interaction with your prospect. No distraction. No competition. Just you and your prospect.
How to Convert Visitors into Prospective Customers
When properly written and structured, landing pages convert visitors into sales leads.
The email addresses your landing page generates can be added to your list for future sales and marketing efforts.
Analytics make it simple to see how effective your landing page is at converting visitors into qualified prospects. You can see how many visitors come to your page, how long they stay and how many convert – actually give you their email address.
A Proven Formula For Successful Landing Page Results
There are three main elements to an effective landing page:
1) A Compelling Headline
Absolutely the most important part of your landing page. The headline has one job – to get your prospect to read the rest of your copy. If that doesn’t happen, your entire landing page might as well not even exist.
Marketers make the mistake of trying to sell their products, services and even free newsletter subscriptions in the headline. This should be avoided at all times.
Instead, arouse your prospects’ curiosity with an appealing benefit to make them keep reading. Drag them into your copy. If your headline does its job, you’ll have plenty of time to use your best persuasion tactics to get them to subscribe.
2) “Reason-Why”Copy and Benefit List
Once you’ve pulled your prospect into your copy, then you need to SELL them on joining your list. You have to give them strong reasons why they should join, with a strong emphasis on a bulleted benefit list that catches the eye. Think of your bulleted benefits as mini-headlines: each one of should promise a benefit and, preferably, arouse curiosity.
In this section of your landing page you’ll want to include social proof of your credibility such as testimonials from your other newsletter subscribers or clients.
3) A Strong Call to Action
Finally, your landing page should end with a strong call to action. This is where you specifically tell your prospects what you want them to. You’d think that if you have a strong headline and strong, benefit-laden copy, then prospects would be eager to join your list – and they’d know what to do.
But tests have also repeatedly proven that telling prospects EXACTLY what to do increases your sign-up conversion rate.
For landing page copy that converts, please contact me today at 905-716-7130 or use my Contact Page to request a chat.