Websites are the core of an online business, but many are missing one crucial page – the landing page. While a homepage, a services page, and a contact page are important, investing in a landing page offers many extra advantages. Landing pages contribute to lead generation by using an offer and form that allows you to capture visitors' information and tailor your marketing based on what you learn.
The main aim of a landing page is to turn website visitors into strong leads, increasing the chances of them making a purchase and starting a mutually beneficial long-term relationship. Below is a summary of the advantages that landing pages bring to your site and how you can make yours stand out.
How landing pages work
Landing pages have one purpose: to convert. The potential customer is attracted to an offer on your landing page and is persuaded to enter their details to learn more or contact you. Here’s how landing pages function to enhance your marketing drives:
- The visitor responds to a call to action and arrives at a landing page containing a contact form.
- The visitor fills out the form and becomes a lead.
- Their information gets added to your leads' database.
-You adapt your targeted marketing to individual leads based on the information they’ve given you.
To get a visitor to fill out your landing page form, you need to offer them something of value. For example, if you’re a company that sells computer software, you probably advertise what you offer on your homepage and provide a call to action for a free consultation.
For the visitor to get this consultation, they’ll need to provide their contact information, so you can get in touch with them. You both benefit from this interaction, as you get new leads, and they get additional information on the product and service before they decide to purchase.
The benefits of targeted landing pages
In a nutshell, landing pages generate leads. Those leads improve conversion rates; no other webpage can provide such a targeted approach. Here are some of the other benefits of landing pages:
-Quickly achieve your goals
Whatever your business goal, a landing page can help you achieve it. Whether you need to reach a sales target, land a specific number of new customers within a month or push a new product or service, a landing page helps generate conversions by dedicating the landing page to any particular goal and pairing it with a concise call to action.
-Save on marketing costs
Some marketing elements can cost a pretty penny but publishing a landing page brings a high potential for returns with a low investment. The visitor is persuaded through well-written content, SEO practices and targeted messaging. If your product is good, and you convey that well with quality content, then whatever you spend should generate a
healthy return.
-Build trust with customers
Landing pages lead to meaningful communication with your target audience, helping them relate to your brand and establish trust. The information you get from the form filled in by your lead allows you to personalise your approach. Whether it’s offering them a voucher for the product or service they’ve shown interest in or offering further assistance, your new customer will appreciate your personal touch.
Core elements of a landing page
When setting up your brand-new landing page, you should include five main elements:
1. A unique selling proposition (USP) that sets you apart from
your competitors
Your USP should be woven throughout your entire website, but on your landing page, you should define it with a clear headline and subhead. Grab your visitor’s attention straight away and keep hold of it. Don’t lose them in confusing jargon.
2. Explain your offer
To convert your visitor into a lead, you will want to offer something that’s too good to resist. State the features and benefits of your offer in simple words presented in bulleted lists or short and snappy sentences.
3. Add supporting visuals
Adding visuals to your landing page is also necessary to give your visitor the extra nudge to convert. They should provide context on your offer and guide them towards filling out the form. Minimalism is best, so avoid cluttering your page with too many images and graphics.
4. Include a solid call to action (CTA)
Your call to action is your most effective tool for lead generation. It’s what your visitor clicks to go to the next stage: the form. Keep the wording concise, maintain your brand's tone of voice, and use a bright font and high-contrast colours, so it stands out.
5. Increase credibility with testimonials
Visitors love to see evidence of your product or service helping other customers. It increases trust and persuades them to make the purchase confidently. Include elements such as testimonials, reviews, and case studies to give the visitor that extra confidence boost in your offer.
Compelling content is the key
You can create your landing pages using online tools but the most essential element to include is compelling content with a professional marketing tone. You won’t persuade visitors with a few vague lines of text, and if you don’t communicate the benefits clearly, your lead generation will be minimal.
You should create headlines, subheads, product/service content and impactful CTAs that entice people to invest in you.
Our team of writers and digital marketing experts at Contese can combine all those essential elements to create a successful landing page for your website.
So let’s discuss achieving your business goals.