Why dedicated landing pages are key to the success of digital marketing
All marketers, more specifically digital marketers know just how much work goes into launching a digital campaign. You research your target audience, analyze what websites they frequent, what makes them tick and what resonates with them. You make your creative briefs, come up with a special offer/coupon and put together a marketing plan for your clients.
Next, you then go about making your creative, you research what keywords to use, what social media sites you’ll advertise on and you’re done! But wait. that’s not the end of it. Many marketers just direct traffic to their website’s home page. They believe it’s the best option as people can browse the site and find out all about the company you are advertising for.
It can work, but it’s not the best way to go about converting more people and getting quality leads.
What Are Landing Pages?
Through our years of professional experience and research, the best way to getting more conversions is through dedicated landing pages. Landing pages, or sometimes called “post-click landing pages” are dedicated pages that host your special offers.
What is a landing page? A landing page is a single web page with no navigation bars. It’s designed to get leads through lead capture forms designed to filter for quality.
Not only do landing pages host your special offers, but it’s the best way to generate tons of leads. These pages are straight to the point and specific. They do not have anything on the page to distract the user from converting.
On these pages, you essentially “lead gate” what the user wants. For example, in exchange for a 20% off coupon, the user is asked to complete a form first. Nothing in life is free. In this case, your prospect is exchanging valuable data for a discount on your goods or services. You can use that information to market to her or him in the future, knowing they are a qualified candidate to want to buy what you are selling.
Why drive traffic to a landing page and not my home page?
Wasted time and money
Your home page is generally a broad explanation of your company. When people are visiting your site you want to include links showing them all of the different aspects of your business. You can mention any specials you have, or cool news you may have for customers or prospective customers.
Someone hitting your landing page is looking for something specific. They want what they were promised in your ad copy like a coupon code or PDF guide.
When launching a digital ads campaign, having a dedicated landing page for your special offer is key to success. Your landing page doesn’t distract your target audience from what you want them to do. You want them to CONVERT, not browse your site only to get bored and leave without giving you valuable data.
Unfortunately, a lot of businesses don’t see the value in landing pages. In fact “44% of clicks for B2B companies are directed to a homepage, not a post-click landing page.” (Marketing Sherpa). For those B2B companies that DO use landing pages, just 68% use more than 6.
This may seem like good news but its not. What the above means is that essentially 44% of clicks are wasted. Not only are we wasting potential customers time, but also your ad dollars.
Each click costs money, and when you’re directing people to a homepage with multiple options its likely the person will bounce. People clicking on your ads are clicking for a specific reason. These people want to be sent from your ad directly to what was promised.
In digital advertising, it’s all about making the path to purchase as short as possible. With this in mind, the fewest clicks possible is the best way to generate leads.
People have short attention spans and when they are tasked with navigating your website to find what was promised they will simply leave – bounce.
Marketers often shrug their shoulders at landing pages saying “it takes too long. We’re too busy to do it.” These excuses are no longer acceptable as landing pages are just too crucial to ignore.
Leads feed directly into your CRM
Landing pages pre-qualify leads for your sales department. With so many different CRM integrations, you can make it so that when people opt-in to your special offer, the lead is filtered right into your CRM.
For example, if you’re running a lead generation campaign, you can promote whitepaper downloads. When people download the whitepaper, your sales team can be notified. Depending on your lead scoring system, you can instruct sales to reach out to these people at a certain stage in their buying journey.
With your landing page form, you can also include special hidden fields. These fields automatically populate useful data for the sales team. For example, you can add in special codes that tell your team where the user clicked over from. We can tell exactly what ad platform they were on and clicked over to fill out the form. This essentially pulls your campaign’s UTM tags that tell the landing page where the user was when they converted.
When you have specific lead generation campaigns, not only do you get valuable leads but you can build an even better lead nurturing campaigns to engage people in all stages of the marketing funnel.
For example, say you’re a contractor who builds bathrooms and wants to give people some value. You can build a landing page offering a checklist on “the 6 must-haves for your bathroom.”
Once your prospects have downloaded your checklist you know they are engaged with your brand (at least a bit.) You can then use these leads to feed other campaigns! For example, you could put anyone who has downloaded your checklist into a special retargeting audience.
With this audience, you can then push out your special offer. This is where you can try and close these engaged leads with sales.
Essentially, landing pages are a helpful tool in helping convert cold traffic, into warm traffic. Turn people who have never heard of your business before, into folks who were given VALUE through opting into your lead gated content. Once you give people VALUE, they are much more willing to do business with you and purchase a new bathroom from your contractor business.
What goes into a successful landing page?
There are many, many different components that go into a successful landing page. To help you understand the most important parts, we’ve put together a short checklist. Follow these best practices and you’ll be well on your way to generating tons of quality, qualified leads!
There are 10 crucial parts of a landing page.
1) Your company logo.
This is a no-brainer. Make sure your landing page is clearly branded so there is no question who is offering that 20% off coupon!
2) A clear, BIG headline!
A powerful headline will interest in landing page visitors RIGHT AWAY. Headlines need to quickly catch someone’s attention. We find the best headlines have the offer right in the headline. Including percentages, numbers and questions are all effective headline strategies proven to work.
3) An effective, descriptive sub-headline
This is where you can summarize your offer. Show the user the benefit to opting in. Does your product/service offer the user peace of mind? Mention that here! For example, you can say “Download your 20% off coupon for our home security cameras and stop worrying about Amazon package thieves!”
4) Body Copy/Text
This is where you get nitty-gritty. Offer the ins and outs of your offer. Explain who you are, what your company does and why they should opt-in for the coupon. We notice a strong method is doing a personal welcome ad script. Introduce yourself and explain the benefits they user will get from your company.
For example “hey I’m John Doe and welcome to johndoe.com. In the next few minutes, you’ll discover the benefits of ____.”
5) Eye Catching photos
Make sure the photos you use are eye-catching and effective. Give the user a snapshot into what they can expect from your company/offer. Show a picture of a whitepaper cover, a freshly detailed car if you’re a detailing business.
We notice an effective method is including a photo of your team members saying “our team is ready to assist you!”
6) Powerful video
According to a recent study, landing pages that feature videos can increase conversion rates by 80%. Sometimes people are lazy and want to just watch a video instead of reading copy.
Video also increases the amount of time people spend on your website. What we recommend is a powerful video explaining why they should opt into your form. Feature people who work in your company to create more trust and credibility. We often test videos with the business owner which we have noticed performs very well.
7) A LEGIBLE, easy to complete form
This is the most important part of your landing page. Make this form as short and sweet as possible. People are MUCH more willing to convert if they don’t have to type much. Only include the essentials like name, phone, and email address.
When the sales team has access to this data they have a baseline to go off. They have an easy in and a good understanding of who their lead is.
Tip: if you have a product or service with a longer buying cycle or your target audience is very narrow, use more form fields to disqualify traffic that isn’t the right fit or will never/can never buy from you.
8) Hidden form fields.
These hidden form fields capture data from your landing page visitors. We at Sidi.io are able to capture what sites people are coming from (like Google or Facebook) with special coding. When the user fills out the form and converts we then send the lead notification to the client with their name, email, phone number and what website they came from amongst other qualifying information.
Improve your campaign’s quality score, and to get more out of your ad budget. To do this you’ll want to have great keywords on your landing page.
Landing pages can tell ad platforms that similar keywords found in your ads are on your landing page. This means the user will have relevant experience on your home page and increasing your quality score.
10) Mobile is KEY
As mobile traffic is king nowadays it’s extremely important your landing page is optimized for mobile. Nothing will “turn off” a user and make them bounce than a page that is NOT MOBILE FRIENDLY!