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Why Landing Pages Outperform Your Website for Ads

You’ve worked hard to get visitors to your website. Now, you need to convert them into leads. 

One of the best ways to do this is with a landing page: a dedicated web page customized for a specific marketing or advertising campaign. 

Sounds simple enough, right? But even today, many businesses are still sending traffic to their home page instead of landing pages. Either they’re too worried about the investment to design an effective landing page or are (more likely) just too busy to do it right. 

But with a little help you can learn what to look for in an effective landing page and know why your company cannot afford to ignore them when it comes to lead generation. 

What’s the Difference Between a Landing Page and the Rest of My Website? 

A landing page is a standalone web page specifically created for a marketing or advertising campaign. 

It’s where a visitor ‘lands’ after they click on a link, like in an email, a search ad from Google and Bing, or a social post from YouTube, Facebook, Instagram, TikTok, and other platforms.  

Now, you might be wondering “why do I need a landing page when I have a perfectly functioning website already?” 

Why not just send people to your Home page, your Contact Us page, or one of your product/service pages?  

Here’s why: 

  • Most of the pages on your website offer general information about your business. You’re the focus, not your customers. And these pages are all linked together, with a menu that lets people jump around unfocused and unmotivated. 
  • On the other hand, landing pages are solely dedicated to getting people to take action on one specific offer. It’s all about generating leads or sales. No links, no distractions. Just a single, simple offer. 

That singular focus makes landing pages extremely effective when converting leads ‒ and research backs this up. Studies prove that landing pages with just one call to action will get you more conversions than pages with two or more. 

And not only does a landing page get you more leads than a home page, but it also: 

  • delivers a higher ROI and gives you valuable information about your prospects. 
  • generates leads that you can segment, nurture, or distribute to your sales team with ease.  
  • lets you track the marketing performance of your offers and how visitors become leads over time.  

To put it simply, sending people to a landing page instead of your home page is one of the most effective ways to increase sales, leads, and revenue from all your digital advertising and email campaigns. A successful landing page asks prospects to take a single action, whether it’s making a purchase or signing up for a quote, consultation, or lead magnet.

 

10 Critical Elements of an Effective Landing Page  

So now that you know why your business should use landing pages, what should you do to create a high converting and effective one? 

Below are some of the most critical elements of a landing page that every business should be incorporating. 

  1. Don’t Underestimate the Power of a Great Headline

    Your headline is the first thing people will read when they land on your landing page. It should sum up exactly what you’re offering and how people will benefit in a few words.  

  2. Write Concise and Compelling Copy

    Tell a concise yet compelling story that makes an irresistible offer and nudges people to convert. Focus on the reader, not on yourself. Use short sentences and paragraphs. 

  3. Use Strategic and Natural Keywords

    Using commonly searched keywords throughout your landing page (in the headers, body text, and page title) will help to optimize the page for Google search and ads relevancy. Avoid the temptation to keyword stuff. 

  4. Embrace a Mobile First Mindset

    Over half of all website traffic is now from mobile devices. Make sure your landing page loads quickly, is responsive and looks good on mobile, tablet and desktop devices. 

  5. Seal the Exits and Hide Navigation

    By hiding the top and side navigation, you reduce distractions, minimize friction, and lower bounce rates on your landing page. This means more visitors stay, stay longer and convert more often. 

  6. Use a Lead Capture Mechanism

    A landing page isn’t complete without a lead capture mechanism, such as a form. In general, a shorter form will generate more conversions, but from leads of lower quality. Inversely, a longer form will generate fewer conversions, but from leads of higher quality. 

  7. Add Some Social Proof

    Fear of missing out is a powerful tool to use when building social proof behind your landing pages. Testimonials and reviews add credibility to your product or service. This demonstrates that customers trust you and that business is in demand. 

  8. Help Explain It with Images

    Using images that relate to the copy on the landing page allows people to visualize what it is that you are trying to say about your business, products, and services. If a picture is worth a thousand words, an image is surely worth a few hundred characters of copy.

  9. Don’t Forget the Thank-you Page

    After the visitor has put their information into the lead capture mechanism a thank-you page should pop up to confirm with the visitor that their information was received properly. If the page includes a specific deal, the visitor should receive a message that guides them to their next steps and prepares them to be contacted by the business.

  10. Follow-Up with an Email Autoresponder

    Many thank-you pages are accompanied by email autoresponders. These emails offer more information on what’s next for the visitor after converting on the landing page. Email autoresponders serve as a type of ‘receipt’ for the lead capture mechanism to confirm opt-in consent with the visitor. It also acts as a prompt for your sales team to check-in with your new lead.


Get More Leads at a Lower Cost with Landing Pages
  

Setting up landing pages is time well spent, and the results from conversion to leads will be all the proof that you need.  

Guiding your website visitors to focus on your current business offer will steer them towards action and turn them into customers. 

If you’d like to learn more about landing pages and how they can benefit your business, or if you’d like advice from an industry professional about the next steps reach out to us to chat.

7 Questions to Ask When Developing Your Lead Generation Strategy

Are you throwing away hundreds if not thousands of dollars a month on online advertising with little to no results?  

Still can’t figure out how to attract more of your ideal customers cost-effectively?  

You might’ve been told that pay-per-click advertising is the answer – but like most things in business (and in life) it’s not as simple as the ‘experts’ make it out to be. 

As you’ve probably noticed, there are literally hundreds of step-by-step guides out there claiming to hold the secrets to lead generation success. Thousands of so-called marketing gurus who say they’ve developed a foolproof method to get your business – any business – more leads than you can handle.  

And that is mistake number one. 

Now, we can’t speak to your situation specifically…but from our experience, this is one of the biggest reasons why so many advertising dollars go to waste: a generic, paint-by-numbers marketing strategy that doesn’t account for foundational facts about your business.

Why You Need to Stop, Think, Ask and Answer

We know you’re eager to hit the ground running. You need new customers, and you want to start acquiring them as soon and as efficiently as possible.  

It can be tempting to believe you can skip ahead to the ‘execution’ phase (aka, the fun part).  

But it pays – literally – to put in the work and ask the right questions early on, because the result is a powerful lead generation strategy that puts the right messages in front of your ideal customers and turns them into real leads.    

These aren’t necessarily easy questions. Developing a lead generation strategy isn’t like a personality quiz. They are, however, crucially important and well worth your time to answer. 

We can’t take you through all these questions right here and now, but we would like to introduce you to 7 of the most fundamental questions you must ask when developing any lead generation strategy: 

  1. What is your lead acquisition cost and average order value?  
  2. What is your marketing funnel? 
  3. What is Happening in Your Market? 
  4. What Are Your Business Goals and Are They SMART? 
  5. Does Your Current Strategy Measure Up to Your Goals? 
  6. Is Your Copywriting Converting Prospects to Customers? 
  7. How are You Qualifying and Nurturing Leads?

1. What is Your Lead Acquisition Cost and Average Order Value?  

Developing a smart and cost-effective marketing strategy to scale your business is no easy task, especially if you are unaware of the costs associated with lead acquisition (cost per lead) and average order value.  

But first, let’s start with defining what a lead is. A lead is any person who indicates interest in a company’s product or service in some way, shape, or form 

Now, let’s define what Lead Acquisition Cost and Average Order Value are and what they mean to your business.  

Lead Acquisition Cost (LAC) are all costs associated with getting one lead, i.e., getting a potential customer.  

Average Order Value AOV) tracks the average dollar amount spent each time a customer places an order on a website or mobile app. To calculate your company’s average order value, simply divide total revenue by the number of orders. 

Wrapping your head around these important metrics can change the way you perceive your business, and how you approach a new cost-effective marketing strategy. Without these numbers factored into your strategy, you could find your business spending substantial amounts of marketing dollars on the wrong initiatives and not producing favourable results.  

The good news is that Lead Acquisition Cost and Average Order Value can actually be pinned down to the cent, and TrafficSoda can help, so you don’t have to feel around in the dark for these numbers.

2. What Does Your Marketing Funnel Look Like? 

The buying process has multiple stages.  

Most people are not ready to buy the moment they see your ad, and for that reason, it is important to warm your customer up so they can go from being unaware and uninterested in your business to engaged and ready to buy.  

At TrafficSoda, we specialize in determining the shortest pathway from your advertising dollar to your sales funnel. To do so, we first start by researching our clients thoroughly in what we call the discovery process. By understanding all aspects of your customer audience, market perception, competitors and sales process and marketing – we can develop a hypothesis, test and refine.

3. What is Happening in Your Market? 

Creating a strategic lead generation strategy starts with taking a close and honest look at who you are as a business. 

What do you do that provides unique value for your customers?  

Have you investigated the full scope of your business and have insight into your company’s strengths, weaknesses, opportunities and threats?  

Researching what is happening in your market, what customers are saying about your business and competitors, and the actions your top competitors are taking to stand out, and better align with customers, is a great place to start.  

With this information at hand, you can then produce the right market messaging that resonates with your target audience. 

4. What Are Your Business Goals and Are They SMART? 

Goal setting is an important component when crafting a new marketing strategy.  

What are your current sales like?  

How much would you like to scale as a business?  

What are your timelines for achieving this growth potential?  

By mapping out a clear picture of your ideal business situation and your plans to support this growth internally, you and your team will know exactly what you are working towards. Setting goals that are specific, measurable, attainable, realistic and time-bound (SMART) can help you set marketing goals that align with your overall business goals.

5. Does Your Current Strategy Measure Up to Your Goals? 

This is a loaded question, so we at TrafficSoda like to focus first on the current number and quality of leads your business is interacting with.  

From here we like to look at overall lead generation strategy, and how it’s managed, monitored, optimized AND nurtured. 

Quality lead generation does not mean you can have a “set it and forget it” mentality. Regular monitoring and tweaking of your marketing is essential to its performance and overall impact.  

What types of data are you collecting and how are you using it to make data driven decisions and improve your overall strategy?

6. Is Your Copywriting Converting Prospects to Customers? 

Is your copywriting aligned with customer needs or is it more ‘You’ focused as a business?  

Copy can almost always be refined to better communicate your unique value proposition to the customer.  

We cannot stress the importance of good copywriting enough when it comes to marketing strategy! Without it, all the time and money associated with your marketing will prove ineffective in converting prospects to leads and leads to paying customers.

7. How are You Qualifying and Nurturing Leads? 

How do you nurture leads? 

Do you currently have any nurture campaigns?  

In the customer buying process, also known as the buying decision process, the customer journeys through multiple stages before making the decision to purchase your product or service.  

Customers online are interested in conducting thorough research, weighing their options and taking their time before making a purchase. This means that you have a unique opportunity to entice, connect, build trust, educate and promote the value of your business. Through constant communication with your audience and helpful email automation.  

It is important to evaluate where your customers are in their decision making and understand the potential objections or setbacks to why a customer may not invest in your business – and address them honestly while providing value.   

Lead nurturing is essential, and in many instances your own sales representatives need to take an active role to ensure that warm leads don’t go cold mid-funnel. It can actually take between 7 and 12 points of contact before getting a sale, so as a business you really want to deliver as much value as you can in advance so there is little to no doubt in a customer’s mind that you are the obvious choice.  

An automated email path is a great way to nurture your leads, build a relationship and humanize your company and brand. If a customer is no longer engaging with and opening your emails after a couple of weeks, it is safe to say that they are no longer a ‘warm’ lead and can be removed from future email marketing.

Start Building an Effective Lead Generation Strategy NOW

Ready to attract more of your ideal customers?  

We want to help you produce the maximum number of sales from your marketing strategy. Contact TrafficSoda to build a powerful lead generation strategy that fills your funnel with quality leads and helps your business scale.