When managing your business’s online presence, you know that a website is essential. But do you know about landing pages? And how you can create landing pages to generate leads and send even more potential customers through your sales pipeline?
Don’t be boring with a generic 5-page website and no other bells and whistles. To get the most from your internet presence, you should create landing pages for specific services and branches within your business, each individual lead magnet, and more.
Let’s dive into the 7 types of landing pages that your business should consider.
1. Dedicated Services Pages
If you’re running digital ads and you’re just sending your audience to the same page for every single service that you offer, you’re doing your business a disservice. Instead, you should have dedicated pages for every service your business offers so that you can run ads that target customers for that specific service, and only give them the information that they actually want from your business.
Not only does this help increase the number of leads you generate per page (because the relevant information is front and center and visitors aren’t having to search for it), it can also increase the relevancy score of your ad.
2. Lead Magnet Pages
In order to improve your business’s lead generation efforts, your marketing team should be creating multiple lead magnets that lead into different segments within your business. If you have tiers within your business for different price points, or a B2B and B2C component, or simply different services in which different customers/clients are interested, you should create lead magnets relevant to your audience within each of those segments.
You should then create dedicated landing pages for each individual lead magnet so that you can get more specific in your targeting. You can also create a Resources page to house all of your lead magnets in one place so website visitors can browse through ones they want.
3. Start Here Page
Link to a Start Here page in your website's navigation to give new visitors a nice introduction into who your business is and what you can offer to your potential customers. A good Start Here page includes a short blurb about your business, a call-to-action, a video or other interactive explainer, social proof (i.e., testimonials or links to blogs and websites you've been featured on), and links to your products/services.
You can even mesh this in with a Resources page idea and include links to a few lead magnets or content upgrades. A Start Here page is a great place to put a conglomerate of information about your business and why someone should work for you so that they get a full introduction to your business.
4. 404 Lead Generation Page
Many website themes allow you to customize your 404 page. You should absolutely do this, and turn it into a lead generation opportunity instead of a dead end webpage. Instead of sending website visitors to a blank error page whenever they click a broken link, use it as a way to get them in your sales funnel by including a call to action and an opt-in form directly on your 404 page.
Come up with some clever wording like, "We're so sorry we broke this page! Have this [insert lead magnet] on us!" and give it away in exchange for an email address.
5. Social Media Landing Pages
If you really want to nail down your targeting, create landing pages based on the social media profile from which your website visitor clicked. Start each one with something like "Thanks for clicking the link in our Twitter bio!" or "You've landed here because you clicked our Facebook Page button!"
This can be an About or Start Here page of sorts, introducing your business further, but using your knowledge of where the reader's interest originated. Google Analytics can let you know your social referral traffic stats, but creating dedicated landing pages for each of your social media bio links can help you to get even more accurate numbers.
6. Thank You Pages
Each time someone fills out a form, you should redirect them to a thank you page. This makes event tracking easier on you and your marketing team, but it's also another way to sell to your customer. Start your funnel immediately by introducing a second lead magnet, a webinar, or a low dollar or low commitment product or service to your customer the second after they already signed up for the first one.
You've already gotten them interested in your business. Leading them to a thank you page that sells them something else could show them just how much value your business can be to them. And they're that much more likely to buy or sign up for your next offer.
7. Unsubscribe Pages
No one wants to see someone unsubscribe from their email list. But at the same time, keeping people on your list that will literally never buy from you is hurting your open and click rates. So sometimes cleaning up your list and getting some unsubscribes can be a good thing.
However, why not make one last ditch effort to make a connection with that subscriber after they click the unsubscribe button on your email? After they unsubscribe, redirect them to an offer page or ask them to follow you on social media instead (perhaps they're just sick of inbox overload). If they're already opting out of your email list, there's no harm in trying to get them to stick around somehow.
Are you utilizing these types of landing pages? You certainly should be! If you'd like some help creating and implementing landing pages for your business, contact us today.
Written By: Doug Milnor
