This is the third blog in our mini-series which looks at the four-key mechanics for inbound lead generation to help gather quality leads.
Previously we’ve talked about creating compelling offers and engaging calls-to-action. Here we will take a closer look at landing pages that convert to leads.
What are landing pages?
A landing page is a specific web page for targeted marketing campaigns in which website visitors are directed to. As content on this page is relevant to the offer that has interested the website visitor in the first place it’s an effective way of capturing leads.
Landing page set up
A good landing page will include a clear headline and brief description of the offer (see our blog on creating compelling offers for more on this topic). You should have a relevant image and perhaps a bullet point summary.
What’s vital though is the inclusion of a form for your website visitor to complete. This will capture the information to convert your web visitors into leads.
We find that removing the main navigation bar on a landing page will help with conversions because there are fewer links for the visitor to click on to move away from your page.
Your content on the landing page should be consistent to the details of the call-to-action that people clicked on in the first place. Ideally your headlines should be the same.
These marketing campaigns are also about building brand trust so that’s where the consistency of messaging helps and people become familiar with your offers. It means they know what they see on an offer shared on social media, via an email marketing campaign or paid search ad, they know what to expect.
Be clear that your web visitor knows what will happen when they enter their details. So, if it’s to download an eBook with 30 inbound marketing tips, say that on your landing page.
Web design
Whilst it’s important to have the right messaging, it’s also key to include space on the page.
We often talk about being image led and concise messaging for web design, so follow these guidelines for your landing page too. Ensure that it has the same look and feel to the rest of your website to again build that brand trust.
Be social
Your landing page should also make it easy for web visitors to share your offers. So whatever social channels you are on, add the ability for potential customers to share the details to help extend reach.
The four mechanics for inbound marketing lead generation
The four key mechanics for inbound lead generation include:
- Offers: including books, whitepapers, free consultations, coupons and product demonstrations.
- Call-to-action (CTA): bold text, an image or a button that links directly to a landing page so website visitors can download your offer.
- Landing page: A specific page with information about a particular offer, and a form to download that offer.
- Form: To collect contact information from a website visitor in exchange for the offer.
Digital marketing agency for lead generation
Our next blog in our lead generation mini-series will be focussed on the details you need for a great form that converts leads. These will help you form part of your inbound marketing strategy and digital marketing plan to help grow your business.
As an inbound marketing agency we can help formulate your inbound strategies using a range of marketing services including refreshed web design, search engine optimisation (SEO services), content marketing, social media marketing, email marketing, and Pay Per Click (PPC).