In a word: conversions
The Genius of the Landing Page
A landing page is a business page designed to make conversions by getting your leads to click through.
Click through to where, you might ask.
Well, that depends.
Usually the clickthrough destination is to an order page. You want to get your prospect to whip out that beautiful credit card and buy the top tier product or service you’re offering. But not always.
Sometimes you know a lead isn’t quite hot enough to make the sale yet. As is often the
case if the product or service you’re offering has a particularly high value and you’re requesting a pretty penny, you can guess some leads probably aren’t convinced you’re
worth the coin you’re asking for. In this case, you might want to take some time to prove your value. Your clickthrough might be to an info form where they sign up for your newsletter chock full of goodies. And you, in return, get valuable info on what aspects of your business they’ll be most interested in. (Learn more about this tactic in The Set and Go Marketing Strategy Your Business Is Missing Out On: Freebies.) This is typically called a lead generating landing page.
Another clickthrough destination might be to a consultation page. There are times
when getting a lead to cough up the cash right away is unideal for several reasons. Getting leads to sign up for a consultation is a great way to keep their attention and potentially make a sale down the line.
The crux of the matter is, you don’t want leads putzing around after you’ve sold them about 80% of the way, only to decide against engaging with your business in the end. The internet is an interesting place. It’s easy for a lead to move on to the next respectable business website, or fun cat video.
A lead isn’t valuable unless at the end of the day it actually leads to a sale. You want to convert your audience from lead to patron.
What you need is a CTA (call to action).
And that’s where a landing page comes in.
The Call to Action
Landing pages exist for the sole reason of getting leads to take action.
In even simpler terms, a landing page is the key to helping you make sales! Conversions, conversion, conversions. The average conversion rate for landing pages is 9.7%. That adds up.
Landing pages highlight your CTA in a way normal pages on your website do not. It zeroes in on a specific action you want leads to take and spells it out loud and clear:
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The Landing Page Formula
The basic landing page formula is:
Here’s your nagging problem.
Here’s the action you need to take RIGHT NOW so we can help you fix it.
It may seem sort of bossy but you come across landing pages all the time yourself and think nothing of it. The truth is, prospects love a nice, clear CTA. If you’re indecisive about what you want leads to do, they will be too, and that’s obviously no bueno for sales.
Does your business have landing pages set up to direct your leads to take action? And if you do, are they as effective as they possibly can be? I’d be happy to take a look for you. Check out my landing page services and sign up for a consultation.
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