You’ve got a website. You’re driving traffic to it. But, you’re not getting a lot of leads.
You’re not alone, though. It’s an all-too-common issue.
So, what’s going wrong?
Well, there’s a good chance there’s a problem with your landing pages.
When your website won’t convert like you want, you’ll likely want to start there.
If you’re targeting different buyers, advertising for multiple locations, or showcasing different products and/or services, very specific landing pages make a world of difference.
What is a Landing Page?
Simply put, landing pages are where a customer lands after clicking one of your links, whether it’s from an ad, an email, or an organic search result.
Whereas your homepage features everything your business has to offer, a good landing page is very specific and carefully segmented.
For example, let’s say you own a bakery. On your homepage, you cover all sorts of topics, such as breads, cookies, pies and, your specialty, wedding cakes. It’s an introduction to your business that gives visitors a chance to explore your entire operation.
While that’s not a bad thing, visitors need to do some searching to find exactly what they’re after.
The problem is, if it’s difficult to find, they’ll simply exit the page and try another website.
On the other hand, a good landing page focuses on a narrow area. For instance, you might dedicate one page to your pies. And, you’ll definitely want a page to highlight those beautiful wedding cakes.
*Page design from NicePage.com
In fact, for each product or service you offer, you’ll want to do the same thing…create very specific pages for each.
You can segment landing pages in countless ways. And, you should.
Sure, you want to dedicate a page to each service, but try taking it even further. If you offer a particular service in multiple cities, create a landing page for each location.
Then, when someone searches for that service in one of those locations, you increase your chances of being found.
Let’s say your bakery sells and delivers those wedding cakes to Pittsburgh, Youngstown, and Cleveland.
Instead of lumping all three locations onto a single page, create three separate pages, and highlight the service for each area.
You can even include city-specific information and success stories to showcase your local knowledge and availability.
So, why go to all that trouble?
Well, think about that excited bride-to-be in Cleveland searching for wedding cakes. She’s probably going to search for “wedding cakes in Cleveland.”
Now, that detailed landing page works to your advantage in two ways.
First, you’ll stand a much better chance of ranking higher in search results for “wedding cakes in Cleveland,” because you have a clear, dedicated page.
Second, it provides your customer with a clear idea of what you offer. You’re not just serving a wide location; you’re serving her exact city.
You can also segment your pages based on the types of customers you’re trying to reach.
If you’re a driving service, sell the convenience of not having to drive on one landing page, and the safety of a designated driver on another.
Want to segment even further? Create more landing pages based on product sales, events, and promotions.
Customers make buying decisions for different reasons. Try to separately appeal to as many as possible.
First and foremost, if you’re advertising, create landing pages that directly go with your ads.
Think about a time when you clicked an ad for a specific item or service, but landed on a page cluttered with lots of other unrelated things.
Frustrating, right? In fact, you probably left right away.
With your landing pages, focus on your customer’s experience. Try to see each page through their eyes.
If you create an ad for a wedding cake, make it the first thing people see after they click your ad, not your homepage where they need to search around.
If you’re running a 25-percent-off sale on diamond necklace, build a landing page around it. Then, create a path that leads directly to redeeming the discount.
If you want the best results in terms of sales, make the customer’s journey to a sale both short and direct.
When people know they’re in the right place, you’ll see your ads convert at a much higher level.
Landing page layouts change based on your goals.
For advertisements, condense the page and keep it concise. And, include your call-to-action above the fold.
They saw the ad and clicked it, so they’re likely ready to buy, or at least really close. Remind them of that right away.
These landing page work well for retargeting ads, discounts, and free items. And, sometimes, they only include one section of information…not even a navigation menu at the top.
As previously mentioned, you don’t want to distract your customer from making a purchase. If they’re tempted to leave for any reason, they’re probably not coming back.
Do you have introductory landing pages where your audience members are still in research mode? You’ll need to set them up differently.
Be sure that your visitors know they’re in the right place by using a strong headline that goes along with the link that brought them there, along with a captivating image or video that showcases your offer.
For a product, include a high-quality image of it at the top of your page. Again, people must know that they’re in the right place.
The main difference between intro and ad pages is that people who land on intro pages need more information. For that reason, you need to really sell your value. The copy you write is everything.Speak directly to your reader by using the words “you” and “your” frequently, and concisely tell your story.
“Here is a problem you’re facing. This is the product or service that will solve your problem. Here’s how it helped others. We do it best for this reason. And finally, “ready to buy?””
Again, make sure that you’ve got some sort of call-to-action above the fold, plus one that’s accessible throughout the page.
You don’t want people to search for answers. You’re the tour guide. Lead them through the page until they arrive at your desired result.
Now, a landing page’s lead form should be more concise than your standard “contact us” page.
Only gather the information you absolutely need – this is critical.
If you take someone to a certain point, then ask for 10 lines of information, you’re more likely to scare them off than entice them to buy.
In fact, 27 percent of people cite “form length” as the main reason they don’t complete online forms. Remove just one field, and you’ll increase conversions by as much as 26 percent.
Sometimes you only need a name and email, or some credit card information. And, here’s a pro tip, if you want to include “phone number,” make it optional. Conversion rates drop by five percent the moment you make that field mandatory.
Bringing It Together
Over the past ten years, we’ve helped customers drive more leads through landing pages than with any other type of marketing.
When you provide very specific information and instructions, you get better results.
And, you can make as many landing pages as you need – there’s no limit to their potential.
Take a look at your website, and look for areas you can segment, elaborate on, and branch out with. Then, create landing pages dedicated to those particular segments.
Once you start building, you might come up with a lot more. Pretty soon, you’ll start seeing better results with both your SEO and conversion rates.
Landing pages provide a level of power surpassing any form of cold advertising.
To get the most out of your website, social media links, and ads, create clean, quick, specific landing pages. It might just be the most profitable marketing move you’ll make!—
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