Enticing visitors to your website isn’t enough.
You need your website to work hard for you, greeting visitors with the information or motivation they need to move forward in their engagement in the buying cycle.
Landing pages are the link between the ad that your visitor clicked on and entry into your website, fostering further connection with your brand.
But if you're not using landing pages, you’re not alone. MarketingSherpa notes that 44% of companies direct visitors to a home page, rather than a dedicated landing page. Among those that are using landing pages, 66% have six or fewer landing pages in service.
Why should you make a change to your marketing strategy to include landing pages? Here are five reasons:
It Eases Your Lead Into the Next Step.
A landing page provides a natural transition into the next phase of the buying cycle. Rather than taking them from a blog post straight to an online product catalog, a landing page provides more information and a call to action to invite them to explore your products.
It Promotes Your Brand Messaging.
If you’re trying to convey that your brand is funny and a little edgy, your landing page is one more place to show off what you’re about. Maybe your identity is more serious and informative because you’re in the finance or health industries, your landing page can convey that, too.
It Gathers Data.
Do you want to know whether that paid Facebook advertising is paying off, or if your direct mail postcard is more effective than your email newsletter? A dedicated landing page helps you measure your return on investment.
You can not only find out where a lead came from, but also whether they’ve been on your site before and if there are certain patterns to the behaviors of leads from different sources. For instance, do leads from Facebook tend to watch your funny GIF and then click away before filling out a contact form?
It Allows You to Collect Contact Information.
A landing page is a great place for an exchange of information. Your lead may be there because they clicked a call to action on a blog that promised a more detailed discussion on the topic through a free eBook. On the landing page, they fill out a contact form in exchange for a link to the eBook. Now you have the opportunity to show off your expertise and ensure that they consult your site first when it’s time to make a purchase.
You also have their information, which means you can send them a monthly eNewsletter that helps solve problems or discusses relevant issues in their industry.
You Can Clarify a Promotion.
Maybe you posted a promotion on Facebook offering 10% off to new customers. Your landing page is a great place to give the details on that promotion and maybe highlight the product most new customers prefer to purchase first.
Now that you’re convinced of the benefits of a landing page, it’s time to go over a few guidelines:
- Be consistent. If your blog invited visitors to download an eBook, your landing page should be on the same topic. Match the color scheme, tone, and look from the original ad that caused them to click.
- Keep it simple. Pack too much information into a landing page, and people will click away because they don’t know where to look first.
- Use a call to action. Tell your visitors what you expect them to do next. Keep it easy to see, and limit it to exactly one call to action.
- Think visual. Landing pages should never be text-heavy, but should always include a good image or graphic.
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