“I've already got some landing pages, so why should I make more?” That sounds almost as crazy as saying the question, “Well I've already got some leads, why should I get more?”
The more landing pages you have, the more likely you are to be noticed by search engines, especially if they’re done well. Those with more than 40 landing pages increase conversions by over 500%. Now, that's a statistic we all want to be part of, isn't it?
Landing pages are an indispensable part of your marketing. And for all you marketers out there who have been going inbound for a while, you understand how efficient they are at converting. But are you creating enough of them to really scale your lead generation efforts?
First, let's start with a simple definition: A landing page is a web page that allows you to capture a visitor's information through a lead-capture form (also known as a conversion form). Landing pages are designed to be simple, focused, and visually appealing, with a clear headline, a persuasive subheading, and a compelling CTA that stands out from the rest of the page. They usually have minimal navigation and links to other pages to avoid distracting your visitors from the main message and goal of the page.
Now, let‘s find out why MORE is better 🚀
Higher Conversions
When a visitor lands on a webpage that is relevant to the product they searched for, they will be instantly engaged with what you have to offer. If they land on a generic homepage where they have to search for the item they want, they will quickly lose interest.
Tailored landing pages which offer more individualised offers and personalised calls to action will inevitably be more relevant to what your customer is looking for which ultimately means a HIGHER CONVERSION RATE.
Segmentation
Segmentation matters - and not just when it comes to email marketing.
Having different landing pages allows you to carefully target the customer journey by basing it on the motivation behind their original click. If you have email sign-up forms or buy now buttons on your tailored landing pages, you can store your customer information based on the landing page each individual converts on.
If the customer clicks on an ad promoting a specific service you offer, directing that person to your website’s homepage is a missed opportunity. Instead, directing them to a page, designed specifically for that service in question will help you identify various different buyer personas and segments within in your audience.
When you have a range of landing pages in place, it becomes easy to compare the success of each one. Make sure you are monitoring the performance of each page, look at each element and find out what is working well but also identify where the problems are to really optimise your future communications. A/B testing here is key.
Search Engine Results
More landing pages means more keywords and phrases, all of which will help your search engine optimisation strategy.
Each landing page you create can be indexed by the search engines, creating a stepping stone between somebody’s search terms and the targeted content that person sees on your website.
To avoid being penalised for duplicated content, make sure each landing page is unique. Don’t reproduce the same copy on each page, use different key works, call to actions and so on.
Just as you wouldn't settle for a fixed number of leads when it comes to growing your business, limiting your landing pages is holding back your online growth.
Landing pages are powerful tools for higher conversions. When visitors find what they're looking for right away on a tailored landing page, they are more likely to engage with your offerings. Personalised offers and targeted calls to action create a connection that generic homepages fail to achieve.
By aligning specific landing pages with different aspects of your business or campaigns, you can harness the context of each customer's journey, driving up conversion rates significantly.
If you've got to the end of this article, well done. I hope it's been valuable and you've learnt something you can go away and implement into your content and - more importantly - business this week.
Most businesses struggle with getting real results from their marketing, which is why we create a plan that you can track so it delivers an ROI and builds your brand. If you want to learn more, then book a call with us today.
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