High-Quality Landing Pages Are Critical To Content Marketing Success
24th January 2017 Will Humphries
Sometimes, organisations get so caught up in digital strategies and social media to drive sales leads that they overlook the final stage in the buyer journey, which typically involves a great landing page.
Your website landing pages need to be current, impactful and informative, to efficiently transform current prospects into customers.
The following is a look at why landing pages matter and what strategies to employ to optimise them.
Landing Pages in the Sales Funnel
In the most basic sales funnel, the buyer’s journey includes awareness, consideration and decision steps.
Targeting advertising campaigns, social media and content formats designed to attract search engine users help you establish awareness.
Whether directly from a search or based on a call-to-action through another channel, a user’s visit to your landing page typically aligns with consideration and decision stages.
Unfortunately, recent data showed that average landing pages convert just 2.35 percent of users.
With a solid plan and execution, there is hope. The top quarter of landing pages converted at a 5.31 percent rate.
There is a lot more to a quality landing page than only keeping it current, but this is an important priority.
Imagine an organisation using various digital strategies to drive sales leads, only to present outdated solutions or contact information.
Staying current with your page content projects greater credibility to someone who lands on your site, and equips them with the most relevant information.
Common Landing Page Goals
The specific goals of your landing pages depend on your business, your solutions and how your website fits into the grand scheme of your content marketing strategies.
However, some purposes and goals are consistent, and include:
- Converting a visitor into a buyer/customers
- Converting a visitor into a subscriber/member
- Getting a visitor to comment or offer feedback on content
- Getting a visitor share information/resources with others
- Driving a visitor closer to the point of decision
Elements of a Great Landing Page
To achieve your primary landing page objectives, consider elements consistent with success.
Great landing page features include:
- Attention-getting headlines and subheadings
- Clear, concise and on-point solution descriptions with benefits
- Proof devices that illustrate the value of your solution
- Content or product specificity
- An apparent conversion offer with a compelling call-to-action
Also, your visual design scheme affects the reaction a user has to your landing page.
Designs and colour schemes have a psychological influence on a persons buyer psychology.
Your landing page design should be aesthetically pleasing, in line with your business and other marketing strategies, and relevant to the psychological goals you want to leverage.
Your content marketing plan should emphasise the value of a high-quality landing page as buyers move towards a purchase.
Plan for the objectives you want each page to achieve, implement content strategies unique to those goals and the solution offered, and keep your information up-to-date.
Ultimately, the goal is simple – generate more sales for your business.