Using landing pages to generate marketing qualified leads
We encounter them almost everyday. A call-to-action posted somewhere entices us to click on it, and there it is! A landing page: a single page website with no navigation, just the carrot dangling on the stick. You are now faced with the decision, is this carrot worth the information you're are being asked for? You know that by filling in the contact form you are opening yourself up to any sort of email solicitation the company has. If it's a brand you know and trust this will likely not be an issue for you. Chances are you are already receiving their marketing information. What if this is a brand you do not know and trust? what are you opening yourself up to by signing up...
Very simply landing pages are a trade proposition. We are offering you this content, in exchange for your contact information and permission to contact you again in the future.
This landing page is offering a free webinar on A/B testing. You found this page because there was a call to action button somewhere that was interesting enough for you to click on. If you feel the value of the offer, in this case education on A/B testing then you will fill in the form and continue to the thank you page where the offer will be delivered.
The benefit of landing pages for your company is they are completely trackable. You will know exactly how many visitors came to the page and how many filled out the form. This will enable you to make adjustments to the content offer and form to find the perfect balance to generate leads. Once a contact fills out the form they are now a genuine lead for you company and you can begin the path to purchase.
How landing pages impact SEO
With a dramatic shift in search engine optimization came a movement towards Landing Pages. Generating top quality content is the first step, delivering that content in a landing page is the second step.
Google search "find a dog groomer near me" the may surprise you. Not a single website for a local dog groomer appears in the top 5 results. PetSmart came in at #7 the rest of the results were landing pages, and blog articles. The answer to the question is PetSmart is 3 blocks from me, but neighbour across the street also does dog grooming from home and has a Facebook page for her small business.
If my neighbour wants to show up in this search her best option is going to be by creating a landing page, with great content, and using Google Ads location-based pay per click strategy.
If you would like to learn more about how to maximize your search results and get to the top of the search results using landing pages and growth-driven website design, check out our CRM Training Program, we have an entire chapter on the subject.