For any type of company, the most important thing will always be to attract customers and, even more so, to build customer loyalty. Some people are more suitable to be your client, some are more willing to pay for what you offer, and others understand better your added value to the market, that's why finding the right lead is the key to success. But how to get this type of customer? Well, different types of landing pages will help you get different types of leads.
Unlike a typical web page whose purpose is a product or service purchase, landing pages are used to collect personal information and establish points of contact, and therefore, generate as many leads, potential customers, or sales for your business as possible.
Landing pages are web pages that users “land” on after clicking on an ad or social media post. Instead of hoping your visitors chance upon your CTA (Call To Action) somewhere deep in your website, a lead generation landing page takes them to a page that invites them to subscribe, buy, or sign up.
Studies have shown that marketers capture more leads by sending them to dedicated landing pages than directing them to the home page (big mistake, by the way). Beyond the initial capture, lead generation landing pages can help you track prospect data and learn more about your prospect demographics.
The sole purpose of the landing pages is to convert website visitors into leads by promoting an offer (and receiving their personal information in exchange). While these short, direct lead capture pages are effective, customers are not always thrilled with the idea of submitting their info unless they know what to expect in return. Its reasoning is simple: if we offer something that appeals to users, they will be more willing to leave information through a form if they will be able to access it and other content of interest.
So, a lead gen landing page represents the very beginning of the conversion funnel, where customers enter their information in exchange for a resource. This information typically includes things like their name, email, industry, phone number, or company size.
While the information you collect varies by industry and objective, what you collected is used first to figure out whether that lead is qualified, and then it is used to nurture that prospect closer to closing a sale.
There are also some aspects to take into account to achieve a successful landing page, such as:
- Both the image and the content must be attractive to your prospects, you can use infographics or any other media that may seem visually appealing to users.
- Eliminate the main menu and the rest of the links that can distract users, everything that does not add value should be removed to prevent them from leaving.
- Include relevant multimedia information that captures the user's attention, use elements such as images or videos.
- Add icons to share on social networks, and if users find the content interesting, they will surely want to share it through their social networks.
Besides, there are several tools to help you create a successful landing page, one of them is WordPress which has many options and can be a very simple process, as it usually comes integrated with our templates, and we can remove menus and headers in just a few clicks. This tool contains the Elementor Plugin, which will not only help you create your landing page but will also help you design it faster, also, this has a distinct advantage and is that most of the functions of its core plugin are completely free.
At this point, we can also take into account other techniques such as Lead Nurturing, which consists of creating valuable relationships with our users in order to accompany them during their buying process.
The key to success in Lead Nurturing is the personalization and contextualization of the content we send to our users. It is a matter of understanding at what stage of the buying cycle the user is at to offer them content that will motivate them to maintain their interest in us and, finally, make a final purchase decision.
Finally, it is important to point out that Lead Nurturing requires the use of Marketing Automation to speed up and improve the management of the sending of communications. In addition, we will need to measure and analyze the results. In this way, we will be able to send the right content to the right person at the right time.
This technique can bring many advantages to our digital strategy, such as: Establishing immediate contact with the leads, maintaining consistent communication with them, obtaining more information about users, segmenting your database, detecting new business opportunities, and converting potential customers.
Now that you know how a landing page works, the techniques that you can use to nurture your leads, and the advantages it can bring to your business, let us help you on the next step to get more qualified leads. Download the ultimate guide to plan and create amazing content for your landing pages.