You might pay for clicks, rely solely on SEO, or use a combination of tactics to drive traffic to your site. But if your landing pages aren't enticing, engaging, and compelling, visitors aren't staying.
There are a number of tactics, or tools, for increasing your website traffic using an inbound marketing strategy. But one of the best ways of keeping them around is by providing compelling offers on an engaging landing page.
However, there is much more to having a great landing page than an offer. Your landing page needs to be optimized in order to maximize your actual conversions.
What Makes For a Great Landing Page
While there are a number of approaches for crafting a great landing page, some common rules of thumb should be followed in order to increase your potential for converting the web traffic to your site.
The last thing you want a visitor to your landing page to experience is confusion. Nothing is more frustrating than coming to a page and not knowing what you are expected to do next. Vague descriptions or missing information is a sure way to lose your visitors fast.
The opposite is true, as well. A landing page should typically NOT be a simple sales pitch designed ot coerce money from a first time visitor. That's just another way to ensure a quick exit. Your landing page(s) should be compelling, clear, and designed to bring your visitors along a simple path.
"A Perfect Landing Page"
This infographic from Kissmetrics is a great resource for some tried and tested ideas on how to improve your next landing page design.
After you build your new landing page it's a good idea to continually test variations of key elements, track your results, and make adjustments as needed to improve your conversion metrics
Top Statistical Insights for Great Local SEO Landing Pages
- 86% of top landing pages are responsive designs
- 80% of top pages have their location in the title tag
- 77% of top landing pages are home pages
- 77% of top landing pages have a type of call to action
- 76% of sites have a click to call phone number
- 65% of top landing pages have their business name in the title tag
Obviously name, location and phone numbers are essential. People need to know immediately who you are, where you are, and how to contact you. But being mobile friendly, or responsive, as well as having a great call to action are just as critical.
A landing page creates interaction between the website and the visitor. When people interact with your landing page, they are telling you that they're interested in whatever you're offering. And if your offer is good they may be interested enough to come back again and eventually become a buying client.
But one landing page is not enough!
In fact, according to HubSpot, most companies don't see an increase in leads even when they increase their total number of landing pages from five or less to between six and ten pages.
However, companies do see a 55% increase in leads when they increase their landing pages from 10 to 15 or more.
And the leads for a company that has 40 or more landing pages on their website averages over 5 times the number of leads for those with only five or less landing pages!
In other words, if an average company generates about 100 leads per month using less than five landing pages, their competitor - hosting over 40 landing pages (and offers!) is generating over 600 leads during the same time frame.
You really need to create as many landing pages as you can create viable offers for because having many offers will entice different kinds of potential customers. Some need or prefer basic information or a white paper, some are attracted to tip sheets or tool lists, while others are ready for you to contact them.
Bottom line: the more landing pages on your site the better.
To have 40 landing pages, you need to have 40 offers. The good news is you don't have to create them all today:
- You can take time to create offers about things that your customers are interested in.
- You might want to create a piece that answers those questions that you've been asked more times than you care to count. That’s a good topic for creating guides, white papers, and reports.
- Finally, you need to have different kinds of presentations to appeal to the different learning styles of your potential clients. Some will like webinars, some ebooks, and still others videos or podcasts. You shoule have plenty of each.
Getting Help With Your Inbound Marketing Plan
If you are considering getting help with your company's marketing efforts, it is helpful to have the insights of a third-party, a marketing professional, to assess and assist with your strategy.
BroadVision Marketing offers helpful information on how to use LinkedIn. You can get free advice during your Free Complimentary Inbound Marketing Session which will help you learn more about LinkedIn and its place in Inbound Marketing. You can also call BroadVision Marketing at 707-799-1238.
Still not sure if Inbound Marketing can work for you? Click on the button below and download our free Inbound Marketing data charts. The proof is in the numbers!