CONFESSION TIME I am a big fan of HubSpot! The things I have learned reading their website helped fuel my ambition to become a better SEO professional. So I share their content as often as possible.
In a recent (huge 74 Page) PDF download from HubSpot titled “HOW TO OPTIMIZE LANDING PAGES FOR CONVERSIONS” one of the many things the author Meghan Lockwood discussed was the top ways we use landing pages. Here are a few gems with my expanded thoughts. I encourage you to download the complete guide.
Here are the 6 Best Reasons to Use Landing Pages
Delivering Lead Intelligence – (the #1 reason) The more intelligence you have about the leads in your contacts database — whether that be personal information, information on their website activity and behavior, or both — the better you can segment, target, nurture, and effectively market to them.
What does a qualified lead look like? – First, sales and marketing needs to decide what a qualify lead looks like.
- Next, to get the lead you can offer something of value free, such as educational content, to the visitors of your website to download in exchange for their contact information (lead).
- Your opt-in form should be asking for information that can be leveraged by the sales team to prepare for the phone call. Basic info like name, email, company name, job title are musts. Here’s some additional info you should consider obtaining ASAP; (maybe in a form on a Thank You page) Number of Employees, Phone Number, Biggest Marketing Challenges (this would be an open field where they can write anything) leverage that with
- Once you have a lead in the system, using the steps below will help qualify the lead sooner and keep sales happy!
Boosting Site SEO – landing pages are great targets to gain maximum lead generation benefits from SEO.
- If your landing pages are optimized for search, and are valuable resources of information, searchers will naturally continue to discover these pages in the organic listings and convert on them.
- Most marketers know that landing pages improve conversion rates, but did you know that they also have a big impact on Google’s landing page component of the quality score (QS) – which translates into a reduced cost-per-click (CPC)?
Maintaining Lead Flow – Hubspots recent study of over 7,000 customers unveiled that companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15, and the leads index number spikes even more when a company has 40 or more landing pages on their website.
- It’s important to build a unique landing page for each offer you create. Landing pages can do anything; allow visitors to opt-in to your newsletter, receive your content offers or download coupons, ebooks, whitepapers, even register for webinars.
Follow the opt-in with a optimized Thank You Landing Page to sign up for free trials, product demos, contacting a sales rep, etc.
Producing Long-Tail Leads – gating your offers behind landing pages is a great way to continuously deliver evergreen content to your website visitors.
Evergreen Content can be referenced long after it was originally published, and even then, it’s still valuable to the reader. Therefore, evergreen content behind landing page forms allows you to continuously collect lead information on that page, no matter how long it’s been! source
Long-tail search engine marketing refers to the practice of attempting to draw visitors who are searching on infrequent queries to a site. The long tail has a very compelling advantage: it’s where most of the traffic lies.
Here is an excellent article on Leveraging Long Tail Keywords from our marketing friends over at WordStream
Deliver Insight Into Your Marketing Effectiveness – track and analyzing using Google Analytic.
Measure all of the things you’d expect, like click-through rates, number of visitors, and funnel conversion rates. Those are all essential components of any inbound lead generation program. But they don’t mean a thing if they don’t result in more sales.
Optimize your landing pages for conversion.
Provide Fuel For Other Marketing Channels (The Big Bonus)
Landing pages can be shared in social media, used as the focus of dedicated email sends and lead nurturing campaigns, be linked to in PPC ads, and get found in organic search.
Again, outside the obvious #1 Delivering Lead Intelligence I think Providing Fuel For Other Marketing Channels is the big bonus. It is also where #7 including Social Sharing Buttons from the above list of Critical Landing Page Elements comes in, the power of social media is an amazing tool.
Final thoughts
Despite the obvious value landing pages have for web marketers, there is still no consensus regarding their design and content. Creating an effective landing page is not the same as designing a successful website or email newsletter. The Business industry is so confused that “44% of clicks for B2B companies are directed to the businesses HOME page” YEIKS!
MarketingSherpa recently found that the top reasons businesses don’t use landing pages is because their marketing department either doesn’t know how to set them up or they are too overloaded.
Since landing pages play such a critical role in driving leads – and consequently, revenue – Web SEO Houston goal is optimizing our client landing pages. We can do the same thing for your company or business.
Michael Klasno is SERP Sniper – Building local optimized websites for Attorneys, Law Firms and Business Professionals in Houston and Southeast Texas.
Michael Klasno is a consummate Search Engine Optimization (SEO) Specialist with an impressive 20-year tenure in the digital marketing landscape. Throughout two decades, Michael has been at the forefront of evolving website design & SEO strategies, seamlessly integrating the latest trends with time-tested methodologies.
His SEO expertise encompasses a vast array of skills, including keyword research, technical SEO, (both on-page and off-page) Local SEO, Google Business Profile optimization, SEO auditing, competitive analysis, and content strategy formulation.
“By building a cost effective corporate or business website that looks great and has a high conversion rate you can dominate the organic search results.”
