Why a Landing Page is Crucial to Conversion

[fa icon="calendar"] Dec 28, 2016 5:44:26 PM

You’ve done all of the hard work to get visitors to your website! Hooray! But that’s just the beginning. If they come to your site and immediately leave, it doesn’t do you much good. The next big step is to convert them into leads for your business. How do you do that, you ask? A well designed-landing page is critical to landing a lead from your hard working content.

You’d think that’d be pretty self-evident...yet you wouldn’t believe how many organizations simply direct visitors from all content to the same page or even just straight to their home page.

If your content is the neon sign that attracts the qualified customer - the landing page is the red-rope guided entrance to move that customer towards the door.

So why are they still so underutilized? MarketingSherpa cites that the number one reason businesses don’t use landing pages is because their marketing department doesn’t know how to set them up or they are too overloaded.

Your landing page is critical to naturally guiding the customer towards completing the identified action and is way too important a tool to be swept under the rug.  Now I could give you tons of reasons why you need to leverage landing pages in your marketing toolbox, but I’m just going to give you two - because if these two can’t convince you, I’d be wasting your time with piling on the rest:

1. It’s an opportunity to convert someone who is CLEARLY interested in what you have to offer.

You spent so much time creating the right content for your audience - and it worked! They came, they read, they clicked. That was the hard part - why would you give up now? The visitor indicated interest in something specific you have to offer. The landing page offers the opportunity to tell the customer MORE about something they said they were interested in. If you send this same customer to the home page, and expect them to navigate themselves to find the content they’re looking for, you’re going to lose them.


For more info on how to convert your leads, check out our Webinar, Inbound Marketing: Why it Matters for your Association


 

2. It's an opportunity to upsell.

We tend to take titles & positions for granted, but you may very well find that your marketing team is set up in a way that no longer makes sense with the new methodology. One suggestion is to organize your team around the funnel: attract, convert, close, delight. There are various responsibilities and know-how associated with each, so it becomes a really efficient structure.

That’s right. If your content was the neon sign and the landing page the red rope entrance, then the thank you page is the cocktail that leads to more cocktails that leads to food. Once your qualified customer has filled out your form and taken advantage of your offer, you now have another messaging opportunity. The Thank You page is when you can say, “if you liked this, you’ll probably like that”. Whether you are moving the visitor through the funnel or offering another product, it’s a premium opportunity to speak to a prospect that you’ve already reeled in with that initial landing page.


Now back to that statistic of marketers forgoing landing pages because of the time or effort it takes...that’s no longer a valid argument given the plethora of tools out there to make this easy.  Subscribe to our blog so you get the first chance to look at our Landing Page Tool review coming out in just a few weeks!

And if you are well on your way to completing your inbound campaign, double check you have all the steps complete with our Inbound Marketing Campaign Checklist.

Inbound Marketing Campaign Checklist 

 

Topics: Conversion, inbound marketing, landing pages

Stephanie McGehee

Written by Stephanie McGehee