Don’t pay a penny until we generate leads from decision makers who are actively looking for your service offering
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Landing Pages that Generate Leads
To generate leads you need to capture specific interest at the moment it occurs. This starts when a prospective client indicates their interest by making a query in Google. They are then shown an ad for your product or service.
But what happens after they click on your ad?
Where Sales Leads Go To Die
In a high percentage of cases, users click on an ad served by Google and they are taken to a general page on the advertiser's website. Often this is the home page, about us page, or a list of product or service offerings.
The problem for users is that the page they land on is not specific to their query. For example, if our prospective client wants to know more about sales leads then a page about sales leads is better than a page that lists all kinds of marketing solutions. If it takes them any effort to find what they are looking for, they'll probably just navigate back to Google and try again. Yup, the dreaded back button strikes again!
The other big problem with general pages is that they have so many things to do. The user can click on the top navigation, they can click on the bottom navigation, and they can click on all the clickable items in-between. There is no guarantee the visitor will click on your Call to Action (CTA) when there are so many other things to do.
Enter the Landing Page
Landing pages were created to address the problems of specificity and multiple possible actions on a single page. Landing pages are typically very narrow in focus and relate closely to the original query that triggered them. They also have few or no navigation items beyond a prominent CTA that generates the sales lead or other the outcome the marketer is looking to achieve.
If you really want to generate leads from your search marketing then you need to use landing pages to capture your sales leads.
There are several ways to build an effective landing page. But broadly speaking you can develop them internally, or you can use a 3rd party service to help with landing page development
Generate Leads Using Internal Landing Pages
One of the easiest ways to build a landing page is to use a flexible theme to build your website. If you are using WordPress (free) then a flexible, easy to use themes is Divi from Elegant Themes .
By designing your own landing pages you have the flexibility to build a page around your real circumstances. Too often 3rd party landing pages are built to illustrate an optimal situation, but don't yet reflect your company's real situation. For example, a 3rd party landing page might include space for a testimonial. But if your service is brand new, then you might not have a testimonial yet. The landing page then has to be somehow 'modified' to work around your actual circumstances.
Divi for Landing Pages
- Easy to use even if you have limited website experience
- Built in “no header” templates to eliminate upper navigation items
- Regular improvements and updates that make Divi an excellent choice for your website
- Existing templates that can be used or modified for free
- Can be used on a sub-domain (ie www.leads.yoursite.com )
- Unless you use a subdomain you can't use Divi without relaunching your whole site
- The landing page template library is very, very small. At some point Elegant Themes might create a user-template area for people to share designs? That would be cool.
- Although extensive support is available, some comfort with CSS and site building is necessary
3rd Party Landing Page Solutions
There are tons of 3rd party landing page solutions that promise to make it easy to capture sales leads with their simple to develop landing page solutions. Some benefits to using a 3rd party solution include:
- They specialize in landing page design. No need to reinvent the wheel since they already know what works.
- They provide an extensive library of templates that fit most client needs. If the template isn't a good fit for your situation, it's usually pretty easy to modify it with a 'drag and drop' interface.
- They provide integrated tools like A/B testing to help you consistently improve your long term results
There are many, many excellent external landing page solutions. A quick trip to Google will find you an extensive list to consider. Since price is a consideration for most people, below are a couple of options that are near the top and bottom of the pricing range for landing pages.
Unbounce is the first name in landing pages - they define the category. All other 3rd party landing page solutions are evaluated by comparison against Unbounce. A few nice things about Unbounce include:
- Even at the top end of the pricing scale, Unbounce is pretty affordable. Their lowest tier monthly plan won't break the bank for most businesses.
- For the middle tier plan and up Unbounce offers dynamic text replacement to better match a user's query with what they find on your landing page.
- Unbounce's learning tools are hands down one of the best resources on the internet to build lead generation know-how. No one publishes better material on lead generation.
But before signing up with Unbounce, a couple of things new users might want to consider include:
- At this time Unbounce has no native WordPress integration. For some WordPress users this is a deal-killer.
- Unbounce requires users to set up a sub-domain and redirect the hosting for that sub-domain to Unbounce. It's not especially difficult, but if the user has that level of tech savy then using Divi (above) to make landing pages shouldn't be too difficult and will ultimately save a lot of money.
Instapage is another great choice for marketers who want to generate sales leads with no hassle. Instapage's offering includes:
- A wide range of templates to use
- Lots of available integrations (Mailchimp, etc)
- Built in A/B testing
- Native WordPress integration
- A great price point!
A couple of things to consider include:
- When doing a demo of Instapage in 2013 there was a problem with how the system tallied conversion actions. This has probably been resolved, but it is worth confirming.
- Instapage requires users to set up a sub-domain and redirect the hosting for that sub-domain to Instapage. It's not especially difficult, but if the user has that level of tech savy then using Divi (above) to make landing pages shouldn't be too difficult and will ultimately save a lot of money.