A landing page is a webpage that allows you to capture information of the visitor or your audience through call-to-action (CTA) like a lead-capture form where visitors enter their information.
Landing pages are the heart and soul of any inbound marketer’s lead generation efforts. Once traffic is driven to the website, any professional inbound marketer catches that opportunity and convert that website traffic into leads by using a landing page.
According to MarketingSherpa Landing Page Handbook (second edition), Here are some shocking statistics about Landing Pages:
- 44% of clicks for B2B companies are directed to the home page, not a special landing page.
- B2B companies that use landing pages, 62% of them have six or less landing pages.
- Only 52% test their landing pages to improve conversion.
Companies still don’t use or test their landing pages to improve conversion. What could be the reason behind this? Being such powerful inbound marketing tool, it is really surprising that landing pages are still so underutilised. According to MarketingSherpa, the biggest reason businesses don’t use landing pages is because the marketing team does not know how to setup landing pages correctly or they are overloaded too much with other things.
5 Important Benefits Of Landing Page
1. Easily Generate Leads
We have already talked about, too many companies send their email, social media and search traffic to their homepage. Which is very much equivalent to throwing the leads away. If you try to capture these leads by sending your targeted customers to the landing page, it will drastically improve your lead generation efforts.
Once you generate the leads using a landing page, you can easily segment, nurture and distribute to your sales team.
2. Great Place To Showcase Your Offers
Without being gated behind the landing page, your offers will do nothing to support your lead generation efforts. You can showcase your offers by putting it free access to some particular offer once the users submit their own information.
3. Great Way To Collect Demographic Information Of Your Prospects
Once the generated lead is passed to the sales and marketing team, they can collect some valuable information about the leads. You can use this information to identify which type of visitors are converting and which demographic location is beneficial for your business.
4. Understand Which Prospects Are More Engaged
Landing page not only generates leads for your business but also lets you identify which prospects are more engaged with your business. It also enabled you to collect such prospects activity on your website. That will let you understand your prospects interest and increase your sales.
5. It Improves Your SEO Efforts
It is a bonus while you use a landing page. Landing page improves your SEO rank with Google, Bing, Yahoo and other search engines. We all know the search engine goal is to find relevant content and display it to the visitor in their search result. They favour organic content that is not used on other websites. Adding good landing page to your site with good content will increase your search engine ranking.
Hope you will find this article useful in your lead generation efforts. In case you I missed something, put them in the comment section below.
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