We’ve all heard of a landing page. The idea is to convert a lead into a customer through an opt-in form, provide an incentive and/or information, ask them to do something, such as submit their name and email address, and send them directly to your sales system.
When it comes to opt-in list building, landing pages are often referred to as conversion pages because potential customers must complete a specific action such as submitting their information or downloading a file before being moved to the next step in the buying cycle.
As a B2B marketing professional, you might want to think building a landing page is a simple task. However, it is essential to see landing pages as an essential part of your marketing and sales strategy.
This blog covers:
- What is a landing page?
- How effective are landing pages?
- When do you need a landing page?
- Types of landing pages
- Benefits of a landing page
Let’s dive in!
#1. What is a landing page?
Generally, a landing page is an online landing page created to introduce visitors to your brand or products, or services. They are used by businesses as a means of reaching out to new customers. If you’re trying to reach out to customers and drive traffic, landing pages can be a great place to start.
In the marketing world, a landing page is simply described as a web page specifically designed for marketing or advertising campaigns. Usually, it’s the place where people land when they click on an ad or a link in an email, on search engines, on social networking sites, or on other websites.
Landing pages are a key component of every B2B campaign. You can use them to offer your prospects incentives in exchange for their basic contact information. The goal is to generate leads while you pull prospective customers further into the sales funnel.
#2. How effective are landing pages?
Landing pages are great for driving traffic, promoting customer focus, generating leads, improving SEO, and building a brand. According to a report by MarketingSherpa, about 70% of B2B companies use landing pages to generate leads for future conversion. This shows that landing pages have proven to be a very effective tool for past conversions.
Furthermore, a Hubspot study found that businesses with 10-15 landing pages increased their conversion rates by over 55% over those with fewer than 10 landing pages. And those with 40 or more landing pages increased their conversion rates by over 500%. This demonstrates how effective landing pages can be in increasing conversions, as well as generating leads and sales for your business.
#3. When do you need a landing page?
Whether it is for sales of a product or service, making an appointment, or collecting information, any business can use a landing page. In that sense, a landing page can be used by different businesses for different reasons.
Most times, a landing page is the most effective choice when a business wants to generate leads. Other times, it is the most effective choice when a business wants to drive sales. The main goal is to attract visitors and encourage them to take action. Here are some ways you can use landing pages:
- When you want to lead people to a place to get more info through an ad.
- When you want to present your brand or a specific product or service.
- When you want to announce an important company event to your customers.
- When you want to collect the basic contact information of your visitors.
- When you want to test a unique selling proposition
- When you want to segment your target audience for stronger attraction
- When you want to make your visitors enroll in your email newsletter
- When you want to market or promote your new product launch
- When you want to promote a lead magnet like a free eBook, report, or whitepaper.
- When you want to offer your social media followers a printable coupon
#4. Types of landing pages
In the marketing world, opt-in landing pages are not designed the same. This is because they do not all perform the same function. in design or intent. Each landing page has a role to perform, as well as its merits and demerits. Here are some types of landing pages and their functions:
Splash landing pages
Splash pages are the most basic type of landing page. They are simple and are not designed to collect data or generate leads. They provide very basic information to your visitors.
Squeeze landing pages
Squeeze pages have one purpose: to capture your visitor’s data. They are often used at the top of the sales funnel, and their only goal is to gather basic information such as a name or email address and aid your list-building process.
Lead generation landing pages
Lead generation pages are top-of-the-funnel pages intended to capture contact information to turn visitors into leads and prospects for your business.
Sales landing pages
Sales pages are designed to market and promote a certain offer. They usually have little to no distractions to help visitors focus on the offer only and to aid successful conversions.
Thank you landing pages
Thank you pages are those pages that appear to your visitors, leads, and customers immediately after giving you their information or purchasing your offer. Many marketers see it as the final step in every conversion process.
Viral landing pages
Viral landing pages have the primary goal of building brand awareness. They often contain links to your company website. They usually have informative and/or interesting content to engage readers and hopefully get them to share the page with their friends.
#5. Benefits of a landing page
When build appropriately, landing pages offer amazing benefits to your business. Aside from the SEO benefits attached, they increase engagement and give your brand greater insight into people who are visiting your site. Here are some benefits landing pages provide:
- They offer value and leave a good first impression on your potential customers.
- They help you offer freebies in return for generating qualified leads.
- They aid your conversion process and boost your company’s sales and revenue.
- They help you market and promote new products and services seamlessly.
- They provide direct and to-the-point solutions to your potential customers.
- They help to build credibility for your business through social proof.
- They help you identify what works for your business through A/B testing.
- They increase your search traffic and boost your ranking on search engines.
- They boost your website engagement by interacting with your content and form.
- They help you get more downloads for your assets such as whitepapers, podcasts, etc.
- They zero in on your messaging by clearly communicating your brand values.
- They help keep your customers concentrated on a specific product or service benefits.
- They support your business and marketing goals such as increasing sales and revenue, growing your customer base, launching a new product or service, etc.
Today, B2B marketers see landing pages as an essential part of their marketing strategy. This is because landing pages are particularly helpful when it comes to B2B advertising or marketing. B2B companies direct traffic to their landing pages to persuade their visitors to take a specific action.
If you’re looking to attract your website visitors and encourage them to take action, having a well-designed landing page will do the job effectively. A perfect landing page, no matter the type, will help you generate quality leads and boost sales.