You’ve put in the hard work to pull visitors through to your website but your next challenge is to convert them into leads for your business. You may ask what’s the best way to get them to convert? Landing pages are your answer.
Landing pages are one of the most important elements of lead generation. In fact, they’re effective for 94% of B2B and B2C companies. Due to their critical role in driving leads and revenue, many refer to them as the heart and soul of an inbound marketer’s lead generation efforts.
However, there seems to be a major disconnect between the importance of landing pages and their use by marketers. Research reports that 44% of clicks for B2B companies are directed to the business’ homepage, rather than a specific landing page.
Despite being under-utilised, landing pages are too important not to incorporate into your lead generation efforts, and here’s why:
As landing pages are the heart and soul of inbound lead generation efforts, we’ll start here…
Landing pages are built with the sole purpose of persuading visitors to complete the lead capture form, and so they drastically improve your lead generation efforts. Too many companies send their email, social media, and search traffic to their homepages, which practically throws leads away.
Sending traffic to a targeted landing page allows you to capture these leads at a much higher rate. Whilst other pages on your website may be full of potential distractions, a landing page should always be super focused.
Having less information, distractions, emphasising benefits and adding social media sharing buttons will help to increase conversions. Your sales team can then easily segment, nurture, or distribute leads generated.
Every time you publish a new landing page, you’re adding one more indexed page on your website, which creates another opportunity for you to show up in search engines and drive traffic to your website via organic search.
When creating “SEO-friendly” landing pages, you’re increasing the likelihood that your gated offers will be found by people who're interested in your content. Visitors who find landing pages through search engines tend to convert at a higher rate because they’re already actively looking for information on the topic your offer covers.
Content offers go hand in hand with landing pages. Without being held behind landing pages, your offers will do nothing to support your lead generation efforts. The purpose is to gain contact information from website visitors in exchange for a valuable content offer. Your landing page is the collections tool.
Every time a conversion form on a landing page is completed, your marketing and sales team collect valuable information about a lead.
This information can be used by your marketing team to understand what types of visitors or marketing personas are converting, this also supplies your sales team with a baseline of information about a lead before they reach out to them.
With landing pages you can discover which of your prospects are the most engaged. Landing pages give you the ability to track your return site visitors, even those who haven’t made a purchase yet.
With this information, you'll gain better knowledge of your leads’ behaviours and activities on your website, find out which offers they've downloaded, and therefore gauge their location in the buyer's journey.
Successful inbound marketing strategies depend on content and lots of it! Landing pages are a wonderful addition to any marketer’s content arsenal as they can be shared in social media, used as the focus of dedicated email sends and in lead nurturing campaigns, be linked-to in PPC ads, and get found in organic search.
Every time a new landing page is published, you’re creating another data asset for your marketing program. Tracking and analysing the metrics associated with your landing pages can provide you with valuable insight into your marketing performance. You’ll learn how your various marketing offers compare, how visitors and leads are converting on your landing page over time, and more.
There's always room to improve your efforts, and these powerful insights can help you to optimise and improve your marketing by highlighting which elements need additional attention.
To leverage kick-ass lead generating landing pages, you’ll need a smart CMS – one that’s specifically built for Inbound lead generation.
With CMS Hub, HubSpot’s industry-leading CMS software, every tool you need is hard-baked into a single CMS, so you can create, test and deploy landing pages that generate leads and look great on any device.