Landing Pages 101
Your business website is still one of the most powerful instruments in your marketing toolbox. It’s essentially a hub for all things related to your brand: Your products and services, your contact details, and resources that provide value to clients like blogs and whitepapers.
Making sure clients stay to have a look around your website is essential, yet challenging. Stats suggest that most online visitors stay on one website for less than a minute, so there’s not much time to create a great first impression. Optimizing your landing pages is one way to ensure clients pick you over a competitor.
Forget The Fluff
B2B buyers want facts and figures that they can relay to the relevant decision-maker. Don’t make leads trawl through rambling content to get to the juicy stuff. Consider comparison charts if you offer multiple products or services, or simple bullet points of features and benefits. Videos of product demos are also ideal to embed in a landing page: 83% of marketers agree that video content increases the amount of time website visitors spend on one page.
Write Copy That Converts
While you want to cut out unnecessary rambling, you also need to think about the quality of what remains on your page. Top considerations include:
· A headline that immediately highlights a benefit or addresses a pain point
· A link to a contact form high on the page
· Any offers, trials, or relevant resources highly visible and clickable
· Zero other navigation—this is not the place to link to your socials or blogs
· SEO-optimized web copy with organically placed keywords—avoid keyword stuffing
7 out of 10 visitors bounce off business web pages. The faster your web copy grips them, the more that statistic improves in your favor.
Send Leads To A Landing Page
There’s a temptation to add your homepage to every piece of marketing material. However, for targeted leads, that’s the last thing you want to do. Your homepage links out to resources, social media, product information, pricing, and FAQs. If you’ve already liaised with a potential client, you don’t want them to get distracted or even put off by too many options—especially when you’ve put all that effort into honing your highly-targeted landing pages!
Send them directly to the page they need to be at. You can even create QR codes that anyone with a smartphone or tablet can scan to instantly arrive at the page of your choice.
Final Word
Make sure you have tools set up to measure the effectiveness of your website. You need to understand bounce rate and time spent on page to figure out what’s working and what’s not. Crafting a consistent brand message can create a natural flow throughout all your online content. Book your free 15-minute introductory call with our marketing and branding experts who will connect you to the right solution for your business.
Could your website be working harder? Is your social media marketing falling flat? Book a Marketing Audit to recession-proof your business and achieve consistent growth.
