You’re launching a new product, and you’re ready. New ads, e-news and social media promos, literature, press releases, sales materials—you’ve got it covered. And it works. A prospect searches online and sees your Google AdWords. “Improve efficiency with the new industrialX. Download the white paper.” You have exactly what he needs—at the very moment he is searching for it!
Your prospect clicks, expecting to learn more about how the product can help him and to download the white paper. He lands on your website home page and is greeted by your new corporate video, your positioning statement and a carousel rotating through a number of images and headlines. But where is industrialX?
Your prospect scans the page briefly, looking for a Download White Paper button or anything that relates to the ad. He doesn’t see the information he had expected, so he leaves your site. And months of successful planning disappear in seconds because of a prospect’s unsuccessful searching.
An optimized landing page, specific to your B2B message and promotion, can be the difference between a conversion and a lost opportunity. But isn’t any web page a landing page? What is a landing page, do you really need one, and how do you design one to be effective?
What is a landing page?
Landing pages are web pages that users arrive at via a link from an online marketing vehicle (email, PPC, social media) or advertisement. The goal of any landing page is to prompt a certain action or result that leads to a conversion event. The event could be a click-through, form completion or lead generation.
How is an optimized landing page different from any existing web page on my site?
Optimized landing pages are more focused and require a different design approach to guide users to desired actions. They must engage the user immediately and tie to the message that drove them there. The content should be targeted to the B2B audience, include relevant keywords and deliver on the promise from the original communication.
The moment visitors arrive at your landing page, it should be instantly clear WHERE they are (the destination paying off your promotion), WHAT you want them to do and WHY they should do it.
Can’t I just send them to my home page or a product page? Does it really matter?
Does being successful really matter? Your website’s normal pages are not targeted and focused on conversion. A dedicated landing page will perform better and convert more visitors into leads because they are focused on one task—unlike home pages and product pages.
According to HubSpot, landing pages perform better than main site pages at a 5-15% conversion rate. They can do even better, if you follow these guidelines when creating them.
If you just want traffic, send everyone to your home page and wonder what went wrong. Want results? Create targeted, optimized landing pages that pay off your promotions and focus on action.
This is not a landing page, so I’m including some helpful distraction points below.