Bring leads into your funnel with a smooth landing (page)

February 1, 2021

Picture this: you’ve got your Facebook and Google ad campaigns perfectly dialed in with pinpoint targeting, killer copy and irresistible creative. Once you hit the “go” button, leads should be converting left and right. But what if they’re not? 

If this has happened to you, there’s a good chance it’s due to a landing page that’s not ready for prime time. Keep reading to figure out what may be wrong with your landing pages, and how to fix them and drive more high-quality leads. 

First things first, what exactly is a landing page? 

That’s an easy one, the answer lies in the name. It’s a webpage that you “land” on after clicking a link.

Most of the time when we talk about landing pages, it’s in the context of paid digital ads like Facebook, Google, LinkedIn or other third party platforms that get a ton of traffic from our target audience. 

Now, good landing pages are defined by several key elements that we’ll get into later, but the main quality you’ll find in any successful landing page is: 

SPECIFICITY.

Let’s face it, we all hate to make extra clicks to find what we want on a website. This is especially true when we’re on our phones. When we click on a Facebook ad for a specific product, we expect to be taken to a page that showcases that product. Not the website’s homepage, or Contact Us page, or some random page that the website developer forgot to update. 

Good landing pages give people the specific information that they’re looking for based on the link they clicked on, and do it in an appealing way that makes them convert to a lead. 

This can happen by filling out a form, calling a phone number, or whipping out their credit card to buy an e-commerce product. 

That’s because landing pages are designed with the sole purpose of driving qualified leads that will eventually convert to sales and long-time customers. 

Check out this example from Lyft that has a specific message that’s matched perfectly on the landing page: 

This page was designed to accept traffic from people interested in becoming Lyft drivers, not from people that wanted to call for a ride. Here’s the Google Ad that drove the traffic: 

If people were taken to Lyft’s homepage instead of this page, they would likely have been annoyed by having to figure out how to get to the “Become a Driver” section of the website. 

This landing page matches the message of “earning extra money” perfectly, and offers up a specific per-hour rate of what drivers can expect to make. 

What else does my landing page need to be a lead-generating machine? 

A website visitor doesn’t become a lead until they tell you who they are. There’s several ways to get them to do this, but the most popular are:

  1. Filling out a form
  2. Calling you

Just about every landing page that we design for clients features a contact form, and not only a prominently-displayed phone number that calls when tapped on a mobile device, but one that has tracking capability (more on that here). 

Think about it, you’ve spent the time and budget on a marketing campaign to get your target prospects to this landing page, make it easy for them to convert to a lead. 

Your form should also be connected to a marketing automation tool (here’s a webinar featuring the one our clients love). This will allow you to kick off an email drip workflow to stay in front of your prospects and drive them down your sales funnel. 

You can also give your site visitors the option to text you on your landing page, or have an online chat to interact with leads directly. 

Whatever tactics you choose to allow your visitors to convert to leads, keep in mind that too many options can be overwhelming and it’s best to start with what’s simple and build from there. 

What are some other ways to turbocharge my landing pages? 

We’re huge fans of video marketing at BroadBased and have seen conversion rates skyrocket by incorporating videos on landing pages. 

Let’s face it, we’d all rather watch a video about a product or service than read big chunks of text, right? 

Videos give you a way to engage your prospects directly on your landing page with content that’s specifically tailored to their exact pain points. Here’s an example of our client The Palazzo on St. Johns.

All of our ads showcase the luxurious waterfront living that the property offers, and the video on this landing page really highlights that message. 

Closing thoughts to help you stick the landing (page)

Return on Investment is one of the most important metrics to track with any marketing campaign, and landing pages provide you with a great opportunity to do that. 

Here’s an example of how you can measure their success and get a clear picture of the ROI of your ad campaigns:

Earlier we talked about the importance of being specific with your landing pages and making sure they match the message in your ads. Copywriting can make or break your pages, make sure you invest in crafting the best possible headlines, body copy and calls to action. 

Remember, the people that visit these pages have “raised their hand” to show interest in a specific product or service you offer, make the most of their visit with copy that:

  1. Explains the specific value
  2. Shows how you create it
  3. Visualizes the experience with video or custom photos
  4. Provide proof with testimonials or reviews
  5. Has a clear next step that’s easy to make (this is your call-to-action, make it count!)

Oh yeah, and make sure you test all of these on a regular basis! Testing copy, images, call-to-actions, etc takes the guesswork out of your strategy and gives you data-driven results. 

Whether you’re new to landing pages or your existing crop needs a fresh set of eyes, get in touch with the BroadBased team and start driving more leads. 

EVP and Partner

Chris Ramaglia leads our digital strategies at the agency. He has more than 17 years' experience with online lead generation, holds nine digital marketing certifications, and has a borderline obsession with helping our clients smash their new business goals.

FILED UNDER: