The best marketing tools are those that can be programmed to drive specific goals. When a potential customer finds them, the customer receives just one compelling message. These tools can be used to generate leads, encourage contact, or even direct potential customers towards making a purchase. Landing pages, as marketing tools, tick all these boxes.
Marketers and business owners should use landing pages as email lead generation machines to keep their funnel full. But according to Hubspot, only 48% create a new landing page for each of their campaigns. In this article, I’ll be explaining how every business can benefit from the landing page strategy. Before we go into that, we should first establish what a landing page is, and how it differs from a website.
What is a Landing Page?
A landing page is a single-page marketing tool that provides information about a specific product, service, product range, or special offer. It is usually built to either make sales or capture leads. A landing page may have one more page attached; a ‘Thank You’ page attached to be shown when a lead makes a purchase or provides their contact details. Landing pages do not automatically come with your business website. If you want one, it has to be custom-built.
The major difference between a landing page and a website is that the former is one page only, while the latter can host hundreds to thousands of pages. Websites can also be used for different marketing goals while landing pages are limited to one.
You can also host a landing page on a website or choose to make it an independent page. To determine if it’s a landing page, ask yourself, “Can I make a purchase/sign up/run a demo or take any other action on the first page of this website?” If your answer is yes, then you’re looking at a landing page.
Here’s an example of a website page.
And here’s an example of a landing page.
Now that we have a better understanding of what landing pages are, we can move along to the main topic. Here’s how to use your landing page as an email lead generation machine.
How to Use Landing Page for Email Lead Generation
Spell out your Call-To-Action (CTA)
With a landing page, keep your message as simple as possible. Don’t expect visitors to realize what you want from them through intuition. Spell out your CTA. If you don’t do this, visitors will simply browse through your well-crafted landing page and simply click away. They need your guidance (more than you think) to determine their next steps.
If your landing page is for gathering leads, don’t just place a ‘Sign Up’ button somewhere. Build a form right into the landing page so visitors will easily know what you want from them.
Offer something of value
This is also known as a lead magnet. A few visitors will click on your landing page with the intent to sign up. However, most of them will need some convincing. Brands offer incentives known as lead magnets to convince visitors to become leads. It could be an industry report, a guide, e-book, limited access to a service/free trial and more.
It’s important to offer something of real value to visitors. They won’t give you their contact details in exchange for an ebook or free report they don’t need. Conduct proper research to find out what will interest your target visitors, then invest in creating a worthy offer.
Add security badges to your landing page
Consumers are becoming increasingly concerned about what brands are doing with their personal information. You want to assure your leads that their information is secure with you. If you are GDPR compliant, ensure that you have a link to your GDPR statement somewhere on your landing page. You can also add security badges from third-party security companies to assure users that any information entered will be encrypted and secured. Some examples are Norton and TrustArc.
Use attractive colors and designs
The aesthetics and usability of your landing page are just as important as the offer. When visiting a website, users decide in 10 seconds or less whether they trust your company, based on the design of your website. Your color scheme should be attractive, but professional enough to show credibility and trustworthiness.
Design and UX should be as top-notch as you can afford. It’s important to either hire a professional landing page builder or use a sophisticated builder tool. People may not know good quality design, but they can definitely tell when the design is bad.
Create new landing pages for new goals
If one landing page is performing better than others, you may be tempted to add a few more offers to that page and making it multi-purpose. Don’t. One study shows that 46% of landing pages contain more than one offer, but including more than one offer can decrease conversion rates by 266%. You can gain better results by keeping your visitors’ minds on one goal, rather than dragging their attention to several places. If you have new marketing goals, make more landing pages.
Show social proof
91% of people read online reviews regularly, and 84% will trust an online review as much as a personal recommendation. Showing social proof that someone/a company is satisfied with your offer can go a long way in convincing a potential buyer. To enjoy this benefit, add a ‘Testimonials’ section to your landing page.
Avoid CAPTCHA unless necessary
CAPTCHA is helpful for blocking bots, but it can be extremely annoying to your human users. That one extra step is all they need to opt-out of signing up yo your email list. For this marketing purpose, CAPTCHA is not the friendliest tool to use. Also, advanced spammers already know how to bypass this technology. Instead, explore other secure and user-friendly options.
Provide your contact details too
If you’re asking people to make themselves available to you, then you should be willing to do the same. A small study shows that adding a phone number on your landing page improves conversion. When customers know that they can also reach you as needed, your trust level is improved. On your landing page, include a phone number or personal email (e.g. Sara(at)xyz.com instead of contact(at)xyz.com) right beside the signup form.
With these tips, you should be ready to optimize your landing pages into email lead generation machines. It’s also important to pay attention to the part of your marketing that brings these leads to the page. The average landing page conversion rate is 2.35% while the top 25% convert at 5.31% or more. The higher your landing page traffic, the more people you have to convert into leads.
Let us help you find leads to drive to your landing pages. Check out Cobalt Intelligence for business leads!
Salman Zafar is an ecopreneur, consultant, advisor, speaker and journalist with expertise in waste management, waste-to-energy, renewable energy, environment protection, conservation and sustainable development. His geographical areas of focus include Asia, Middle East, Africa and Europe. Salman is the Founder of EcoMENA, a popular voluntary organization based in Qatar. He is also the Founder and CEO of BioEnergy Consult, a reputed consulting firm active in biomass, waste-to-energy and waste management segments.
Salman is a professional environmental writer with more than 350 popular articles to his credit. He is proactively engaged in creating mass environmental awareness in different parts of the world.
Salman Zafar can be reached at firstname.lastname@example.org or email@example.com