Your company website contains a lot of information. In addition to general information about your business, the typical mission and vision page and a contact form, a B2B website, developed with inbound marketing in mind, is the hub of your company’s marketing efforts. It attracts traffic and helps with lead generation. But with so much information available spread over so many pages of your website, how do anonymous visitors know where to find exactly the information they're looking for? The answer is to offer a variety of landing pages.
What is a Landing Page?
A landing page is a web page designed with a form that your website visitors, customers and prospects complete online. Providing you with critical top of the funnel information, it’s one of the first steps in your lead generation, nurturing, and management efforts. These pages are at the core of your inbound marketing program since this is how you capture a visitor’s contact information and convert website visitors into leads.
Well-designed landing pages are targeted at specific customer personas, such as visitors who have clicked through from a pay-per-click (PPC) ad for a given campaign or registrants to a webinar promoting a specific product or service.
The real value in a landing page is unlocked when you create unique pages for each offer. That enables you to see how visitors interact with your website and track the lead from the time they first engage with you until they convert and long after.
Why Are Landing Pages Important?
Simply put, an optimized landing page makes it easier for visitors to your website to take advantage of the offers you’re providing them.
Since the landing page provides a simple way to get more information on a specific topic, prospects and customers don’t have to navigate your website to locate the offers that they find most relevant. That makes getting what they want fast, easy, and simple.
Providing prospects with exactly the information they want, exactly when they want it, results in a higher conversion rate. Instead of surfing your site to find the content they want, and then weighing whether or not you offer is worth their while, they get to what they need quickly and efficiently.
How to Optimize a Landing Page
These fundamental methods for crafting a landing page optimized for lead conversion have stood the test of time:
- Give the landing page a title, description, and layout that clearly and quickly explains the value of your offer. Include a strong incentive for users to take an action, that is, fill out an online form to download or sign up for your offer.
- Remove any distracting clutter, even navigation links. You want visitors focused on one thing: filling out your form.
- Social sharing links, while technically a distraction, do serve your cause by allowing users to spread the word about your offer to their social network. Include social sharing links to maximize exposure for your offers.
- Strike a balance in the structure of the form. Keep it short and nonintrusive from a user’s perspective, but capture enough information to make the lead useful to you for follow-up.
- Keep users engaged. After they’ve completed the form, direct them to a thank-you page or send an auto-response that suggests other offers they might find interesting or next steps they can take.
- Track, measure, and analyze your conversion rates regularly. Use what you learn to improve your landing pages and thereby improve your conversion rates.
Landing pages are often a visitor’s first impression with your website. Use these six fundamentals to make it a good one. If the prospect feels the content you provide is interesting or relevant enough to fill out your form and download it, the landing page can be the beginning of a relationship that, with some nurturing, could lead to a new customer.