Your landing pages play a critical role in driving leads and revenue. Aside from simply collecting the names and contact information of those who are interested in your company and products or services, your landing pages also provide several other impressive benefits. With careful attention to design and copy, you can take your lead generation to the next level. So, what are those benefits?
1) Lead Intelligence
While a person’s first visit may require only a name and an email address, subsequent visits can give you deeper insight into the buyers who are interested in what you have to offer.
You can also leverage the power of context by adjusting your forms’ questions and length based on whether a visitor has already completed one of your forms in the past. This is called progressive profiling. With progressive profiling, every time a lead fills out a form, you are progressively collecting valuable new information about them while keeping your forms short and easy to complete. This enables you to build up the amount of information, or intelligence, you collect about your individual leads without causing more friction in the conversion process.
Everything you learn will help you segment your contact lists, nurture those buyers through every part of the buyer’s journey, and provide relevant content before, during, and after the sale. In other words, the more you know, the better you can sell to them.
2) Site SEO Boost
Every time you publish a new landing page, you’re adding one more indexed page on your website, which means it’s one more opportunity for you to show up in search engines and drive traffic to your website via organic search.
When you create landing pages that are “search-friendly” or “SEO-friendly,” you’re increasing the likelihood that your gated offers will be found by people who are interested in your content. Folks 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.
A “search-friendly” or “SEO-friendly” landing page means you’ve optimised the title, headlines, URL, and other parts of the page for a target keyword to tell Google to rank that page for that target keyword. When your content is planned based on keyword research and demand, your landing pages are sure to be found. The more you’re found, the higher you rank; and the higher you rank, the more you’re found!
Not only will you continue to see traffic driven to your site through both organic and paid searches, you’ll also boost your website’s authority. Because those searches aren’t likely to stop, you’ll continue to enjoy traffic to your landing pages and an increase in leads (and revenue) without additional work.
3) Maintain Lead Flow
As you might expect, the more landing pages you have on your website, the more leads you will generate. This, of course, means that you must create more offers and launch more events so you have landing pages to direct your customers to. More landing pages bring in more leads, and optimised landing pages will see better conversion rates. With a landing page that has been customized to the specific needs of your buyers, the sky is the limit.
4) Long-Tail Lead Benefits
While you may use some of your landing pages for one-off events such as product launches or big discounts, the bread and butter of your lead generation content should be evergreen content.
Evergreen content means content offers that stays useful season to season, year after year, with little or no upkeep. It’s content that’s timeless, valuable, in-depth, and high quality. These are things like how-to guides, tutorials, resource lists, answers to industry FAQs, historical accounts, or your company’s stance on an issue.
Even as you continue to produce more offers and launch more products and services, those landing pages remain in place, continuously drawing in leads for as long as you need them – for years to come.
5) Prospect & Lead Engagement
In addition to learning all you can about your prospects through your landing page forms, you also have the ability to discover which of your prospects are the most engaged. That first conversion is always exciting, but what about those customers who come back again and again for various offers and product launches? Those are the folks your sales team wants to talk to.
Your landing pages give you the ability to track your return site visitors – even those who haven’t yet made a purchase. By learning which of your offers these folks have downloaded and which of your launches they’ve followed, you can gauge their location in the buyer’s journey.
The buyer’s journey is the active research process a potential buyer goes through leading up to a purchase. Are they still gathering general information, or have they moved on to the content in the consideration phase? Are they still considering, or have they begun to investigate free trials, demos, or another bottom of the funnel offer?
The more intelligence your sales team has, the better they can provide the solutions your prospects need. They’ll know what your buyer is looking for and when, exactly, they’re primed to buy.
6) Fuel for Other Marketing Channels
As powerful as your landing pages are, they’re not the only tools in your inbound marketing toolbox. You still rely on your blog, pay-per-click campaigns, email campaigns, and social media efforts to drive traffic to your website and keep your prospects engaged.
An offer or event launch that leads to a landing page gives you plenty to share through your various marketing channels. When used in your marketing and lead nurturing campaigns, your landing pages will see even higher traffic, engagement, and conversions.
Even better, when you use evergreen content in your offers, you always have something to share. Your older offers will still bring in leads and engagement on your social sharing sites.
7) Insight Into Your Marketing Effectiveness
The more landing pages you create, the more data you’ll amass for your marketing efforts. Tracking and analysing the metrics associated with your landing pages helps you learn what’s working and what isn’t. You’ll also learn:
- How your various offers compare with one another;
- How visitors and leads convert on your landing pages;
- How your landing pages drive business revenue;
- Which landing page elements you should test for better optimisation.
There is always room to improve your efforts, but you can’t make changes for the better if you don’t know which elements of your landing pages and overall marketing plan need additional attention.
Before we get into testing, let’s talk about what an optimised landing page actually looks like.