Landing Pages: Essential for Generating Leads
When my odometer hit the 100,000 mile mark – and after replacing my third water pump – it was clearly time to go car shopping.
I did my research, found the make and model I wanted, and went to a reputable dealership where they had a variety of choices. I’d like it in red. No problem.
That one has Bluetooth – do you have it in red? No problem.
How about a red one with Bluetooth and a newer set of tires? Found it.
What does shopping for a car have to do with landing pages and business leads?
It illustrates that not only do landing pages have to provide quality content about your services, but business websites need to have enough landing pages to effectively target a variety of customers.
If the dealership had only five cars to select from, it is less likely that I would have found what I was looking for, and I would have likely gone elsewhere. Consumers will do the same, and this principle is directly applicable for landing pages.
Landing Pages 101
First, a brief review. When consumers search for something online (such as “red cars of a certain make and model with Bluetooth”), the search engine produces a series of linked results. When users click on one of those links, they are taken to a landing page.
Landing pages present a unique opportunity for businesses to showcase their scope of services.
Important landing page principles to remember:
The More, the Merrier . . .
Search engines like landing pages, so the more landing pages you have, the more likely consumers are to pinpoint the services they need. They aid your position in search engine indexing. A quick look at this graph illustrates that 10 to 15 landing pages seem to be the sweet spot for generating leads.
Of course, 10 to 15 landing pages will not be helpful if you do not have quality content to back it up.
Gone are the days of overloading content pages with a buffet of keywords that don’t necessarily lend themselves to quality content. The tenents of quality writing naturally dovetail with positive search engine results. Having this content on your landing pages is essential for lead generation.
One Size Does Not Fit All
Are you targeting the owner of the local coffee shop or the owner of a restaurant franchise?
Do you target both demographics?
When incorporating landing pages with quality content, consider the different types of customers you are trying to target, and weave this into your 10 to 15 landing pages.
Okay, so you’ve got your landing pages set up and you’re generating leads. Now what?
The best landing pages in the industry are worthless unless you have a solid plan in place to followup on these leads.
Be sure your employees are mindful of the tenants of quality customer service and are trained to provide expertise for the specific types of businesses or customers you are targeting.
Want to know more about how to improve your place in search engine rankings? Check out:
The Search Results Page is Changing: What You Need to Know
Five Things to Include on Your Website
Four Tips for Creating an Effective Marketing Strategy