Generating leads – or finding people that may purchase your product or service—is one of the most important aspects of running a business. Sadly, many young entrepreneurs don’t know any effective approaches to generate a lead. Many think social media ALONE is enough to reach and convert consumers into customers, which experienced entrepreneurs, business owners, and marketers know is false. Generating leads, high quality leads that can be cultivated into new customers through the sales funnel or inbound marketing process (whichever approach you deem more effective) is a science. It takes a calculated approach, from the initial communication with the consumer to the moment that that consumer decides to patronize your business. However, before that process can happen, you must first initiate communication with the consumer and find a way to develop a conversation. The most effective way to develop a conversation with a consumer is through a blog. Blogging helps educate consumers on a particular subject. It also helps establish your company or startup as a thought-leader – an expert in your industry. But what happens when a consumer visits your website and reads your blog? How do you start the process of converting this visitor into a new customer? That’s where Landing Pages come into to play.
What’s a Landing Page?
A landing page or “lead capture page” as it is often referred to, is a webpage (distinct from the rest of your company’s website) that has a focused objective – to generate leads. In fact, landing pages usually aren’t accessible through a website’s main or secondary link menus; they’re activated when a visitor clicks on a certain link or spends a certain amount of time on a particular webpage. Landing pages collect information from visitors so that businesses can then develop relationships with those visitors. By collecting information – name, email address, etc.—, businesses and marketers can then market their products, services or content to consumers and open up of a line of communication. There are landing pages for every situation, however, they all have a common goal – to generate leads.
Why Use a Landing Page?
The rest of your website may be designed to inform or educate visitors on a particular subject or showcase your products and services, but landing pages are specifically designed to generate leads, which is a very important aspect of finding customers. The way landing pages are structured and the wording that they incorporate aim at convincing or persuading the visitor to “opt in” or submit personal information, such as their name, email address, and phone number. Most businesses use landing pages as a “gate” to restrict consumers from viewing or receiving special information or exclusive content without opting in first. For example, let’s say you’re offering a free Ebook that educates consumers on the importance of search engine optimization (SEO). This sort of content is very valuable to webmasters and unexperienced online marketers, therefore, they’ll be very interested in gaining access to this Ebook. However, as a business owner, even though the Ebook is free, you don’t want to just give the content away without receiving something in return. By using a landing page as a “gate”, you can force consumers to submit their information first in order to receive the Ebook. This way, the consumer receives valuable content that can help them improve their business, and you now have the personal information of the consumer which you can use to open up a line of communication and cultivate a relationship. Landing pages can also be used for other types of product offerings, including free trials, webinars, free consultations, coupons, contest entry, gifts (physical or digital), and to subscribe to newsletters.
Creating a Landing Page
Creating a landing page from scratch is very difficult. One must be skilled in HTML and CSS (or web design and development), and copywriting – or creating content for the purpose of advertising and marketing – to be able to create an effective landing page. Also, as more and more companies are using landing pages to try and generate leads, consumers have become very averse to handing over their personal information to businesses just to receive free product offerings. Therefore, your landing pages have to be high quality. That’s why I suggest you use a company called LeadPages. LeadPages creates landing pages of any and every kind. They’re experts at creating landing pages that truly generate leads and improve sales conversion rates. Also, to help you decide on what kind of template you should use, here are 35 beautiful landing page examples, courtesy of Unbounce, a leader in the online marketing community.
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-Mike, creator of EntrepreLoser