A landing page is an essential element growing your business through digital marketing.
What’s a landing page—really, what is it?
- A landing page is a page on your website a visitor lands on as a step to becoming a lead.
- A landing page describes an offer.
- A landing page is a page with a form.
A landing page's central marketing purpose is to capture leads. While SEO is important, because of stiff competion, SEO alone will do little to capture leads.
A visitor becomes a lead only at the point where they engage your company. If you're doing inbound to grow your tech company, those visitors most often will become leads when and only when they fill out a form on one of your landing pages.
Here’s how the process works:
- Someone shows up and reads your blog.
- They like it.
- They click on a call-to-action (CTA) that offers something of value—an ebook, case study, white paper, etc.
- The CTA directs them to a specific landing page.
- The landing page describes your offer.
- They fill out a form to get your offer. You now have a lead.
How to Create Killer Landing Pages
Landing pages are a key element in a conversion path. A conversion path is a navigational route for visitors of your website to become leads. Conversion paths are a tactic of inbound marketing and to capture leads for tech companies, are mission-critical.
A landing page contains many elements but its marketing purpose is to convert visitors—often first-time visitors, into leads. A visitor becomes a lead at the point they fill out the form on your landing page. So the actionable goal of a landing page is get visitors to fill out your form—period.
What separates good landing pages from killer landing pages is measured by the page’s conversion rate. Conversion rate is the ratio of visitors who just visit the page then leave vs. those who take action—in this case, fill out your form.
So it’s logical that we’d want to create absolutely the best looking and most functional landing pages to maximize the ability to capture leads for tech companies.
Obtaining better conversion rates for landing pages requires strategy
The first and best rule of creating a landing page is that the landing page must solve for your prospect. Overly promotional or sales-focused landing pages do not convert. Buyers’ habits have changed; no one wants to be sold today. But everyone does want to be helped. If what you’re offering helps, you’re more likely to gain a customer.
Let’s see how this overall purpose to solve works out in the basic elements of a conversion path.
Key strategy of an inbound conversion path:
- Attract and solve.If you publish blog articles to attract visitors who are searching the web to solve questions or pain points they have, you win. Your blog articles (and the rest of your website's content) should help to solve for them.
- Offer more.Each blog article needs to contain a call-to-action (CTA). A CTA is link text or a graphic image that links to premium content on your website. A CTA’s purpose is to say, “Hey, we’ve got even more and better solutions for you!”
- Solve at a deeper level.The CTA links to a landing page which describes a premium content offer. The free offer will help provide more information and thus be of even greater value to your prospect.
The many elements of a landing page need to work together. Have a look at this infographic from KissMetrics. It has all the key elements that should be found in any good landing page.
Landing pages fail when all the key elements do not align with the central purpose of the page.
What’s the main purpose? Let's review, because if there's just one take-way, this is it.
What do you think is the best answer to the following self-test:
- To get more leads.
- To better help website visitors with their issues.
- To help my marketing ROI.
- To get leads to fill out a form on my landing page.
Answers number 1-3 are good answers. Number 4 is impossible because visitors become leads only after they fill out the form. The best answer is number 2. Even though the result of your landing page will be to acquire more leads and better marketing ROI, your main goal is to solve.
If you position yourself to be a lead-grabber, you’ll get that concept planted in your head and fail. If you have lead-grabber persons doing your marketing, you need to fix that asap!
- First, you absolutely must only think of assisting your website visitors with the issues they need to solve. Help solve, and you’ll get leads.
- You must create conversion paths on your website to get any leads other than those bottom of the funnel leads how fill out our contact form. These people already have decided to buy, which is great, but what about all the others who are at early stages of their buyer’s journey?
- A landing page is yet one more avenue for you to help.
- A landing page must have all the elements of a good landing page, can be smart, catchy, creative, or even fun, but its foremost purpose is an assist.
- Position yourself to help and prospects will be delighted to buy from you.
Want to know more about inbound and its marketing value? Need to prove it to your boss? Get our free download and get started!