If you’ve been around the world of online marketing for long at all, you’ve probably heard that you need to create “landing pages” on your website. The purpose of this post is to explain what a landing page is and share why you need them. In future SEO Saturdays, I plan to post about what elements your landing page should include, how to optimize them, and how to set up your lead capture form.
What is a landing page?
A landing page, also known as a “squeeze” page or lead capture page, is simply a page that someone who comes to your site “lands” on when they get there. Most of the time, the traffic has been driving to that particular page through some sort of campaign, either social media marketing or email marketing or paid advertising or even through search engine optimization.
Most often, a landing page has something free to offer those who arrive there, such as free white papers, reports, ebooks, free trials, webinars, or videos. You can use this “ethical bribe” to give in exchange for a visitor’s email address. Once you have their email address on your list, you can then share information about your industry with them and pitch products and/or services. (Aside: Don’t use your email list for pitches only – always give good content between pitches.)
Why do you need to create landing pages on your website?
The purpose of a landing page is to convert a site visitor to a lead. You’ve probably worked hard to set up your website and create quality content. The next step most people jump into is driving traffic. And it’s true, you need to be driving traffic to your site, but if you don’t have a means in place to convert that traffic to genuine leads, then you can’t effectively market to those leads. A landing page is the opening to your sales funnel.
Creating a specific landing page for a specific offer makes it easy on those who land on your website. If you’ve promoted a special offer via social media and led your traffic to your site’s home page, then the visitors must find where the special offer is on your site and navigate to it. This creates frustration, and unless your offer is irresistible, they will leave without taking action.
Do I need more than one landing page on my site?
I get asked that question a lot. The short answer is yes. Each landing page should provide an answer to a question or issue your audience has. By supplying answers to their problems, you’re positioning yourself as the authority in your niche. I usually suggest that my clients brainstorm the top 5 ways their business benefits their audience and prepare a free short report that helps solve each problem. Those reports will be delivered via landing pages within their site.
Once the visitor-turned-lead is on your list, then you can begin the lead nurturing process that will hopefully convert that lead into a paying customer. We’ll discuss more on this process during the month of October, as setting up your lead capture system will be the over all theme for On Blogging Well this month.
Until next time,