You spend a considerable amount of time and money on marketing to attract people to your website. You can have millions of highly targeted, wonderful prospects come to your site each day, but their visits mean nothing if they can’t give you their contact information. They may as well have never visited at all.
Sure, they may return someday, but before you start that waiting game, you have a way better chance of converting them into a customer if you snag their email address via a landing page. This way, you can send them more of the great information that brought them to your website in the first place, continuing to court them until they become a customer.
Once they give you their information, they are a bonafide lead.
What are landing pages? Universe’s gift to lead generation!
Seriously, a landing page “is the number one thing you can do to drastically improve” the number of leads you generate. Having someone click on an ad, social media post or email that just links to your homepage, for example, is wasted marketing.
So what is a landing page?
A landing page is a standalone web page, disconnected from a website’s navigation, created for the sole purpose of convincing a visitor to act (to sign up, buy, download, etc.).
Important note: never place a navigation/menu tab on landing pages because it distracts from the purpose: to receive contact information. A menu tab or other links on the page retract from that focus, “aiding” visitors in clicking away from the page before giving you their info.
Different types of landing pages
There are five different landing pages:
- Lead capture pages: These are top performers for inbound marketing lead generation. They persuade the visitor to give you their contact info so you can continue to send them information over time.
- Splash page: Use these pages when you want to give visitors more information, instead of receive it. Splash pages most often are the pages people go to when they click on a link in an ad.
- Squeeze pages: Like lead capture pages, use squeeze pages at the top of the sales funnel (although lead captures can be used at any stage of the buyer’s journey). Also, a squeeze page isn’t really a page: it pops up to cover the page the visitor is viewing. It has very little text (50 words, at most); it asks for just an email address; and a viewer can only leave the page by entering their address or clicking on a small x at the top corner or a small, “No, thank you,” link.
- Click-through pages: These pages often are used at the end stage of a sales funnel and provide persuasive information about an offer without the annoyance or distraction of a “buy” button. Here’s an example of great click-through page from Hootsuite.
- Sales pages: These are pretty self-explanatory since they ask the page visitor to buy a product. These can be hard to create because they need to pretty much compel someone to buy. Think of them akin to direct-mail pieces you receive in the mail: they’re long and offer many benefits. Here’s a terrific sales page from AWAI. This is copywriting at its finest. The page makes you want to open your wallet and pay that $497 right now so you, too, can make big bucks from anywhere just with your laptop. (By the way, that sales page is more than 5,000 words long. Here’s one that also provides compelling, persuasive information via video.)
Landing page creation tools
We said “relatively easy” above because those marketing tools create just the page itself, not its content. The content needs to help the landing page’s visitors give you their contact information, and that takes some expertise.