Landing pages are a great way to drive traffic to your site. They help you get more leads and convert them. Learn how to optimise your landing pages and get better results.

Having a good landing page is essential if you want to convert your leads.

This may sound obvious. But a lot of marketers still make the mistake of not optimising their landing pages for conversion. Or worse, not having landing pages at all.

When people click on your ad or sales email, they should be directed to a dedicated landing page. And it should have a clear call to action that tells your potential customer exactly what to do.

Now, if you don’t have landing pages as part of your sales funnel to convert leads to customers, then you should strongly consider it.

But if you’re already using landing pages and funnels, there are ways you can optimise them to get more leads.

This article will go through the basics of landing pages. Discover what they are and how you can best use them in your marketing strategy.

What are Landing Pages?

A landing page is essentially a standalone page that a user is directed to after clicking on your ad from social media, Google, or anywhere else on the internet.

It’s different from your typical web page because a landing page is designed specifically for one goal: to make them follow your call to action or CTA.

It’s this focus on a landing page that makes them the best option for increasing your conversion rates. And with that, it can boost your marketing campaigns while lowering the cost of acquiring a lead or sale.

But why should your landing page be different from your website’s homepage?

It’s because if you use your homepage in place of a standalone landing page, it could distract your viewers from your main goal. After all, homepages usually have a lot of other elements like navigation bars and logos. Whereas a landing page focuses on just a single CTA.

If you’re serious about getting a good ROI from your marketing campaign, then having an optimised landing page is key.

Think of that page as the next step for a visitor on your page to become your customer.

The Role of Landing Pages in Funnels

To make your landing pages work, you need to fill in your marketing funnel.

This funnel basically consists of the stages your lead goes through to actually become a customer.

Here’s how it works:

They start at the top of the funnel as visitors to your site or ad campaigns.

Then, after getting directed to your landing page, they follow your CTA, which may be to fill out a form or their email address, for example. This is how you collect leads. And it’s your way of putting names to the people who clicked on your ads.

As your leads go further down the funnel, know that not all of them will turn into customers. In fact, the number gets smaller until you’re left with the handful of leads who actually converted.

This is why it’s important to have a good landing page that converts.

Your leads won’t be much good if you can’t get most of them to turn into paying customers. What’s more, they might even cause a bottleneck somewhere in your funnel.

A woman contemplating landing page design

How to Get Your Landing Pages to Convert

A good landing page is able to push your leads further down into your funnel until they end up as customers.

With that in mind, here are some of the things you can implement for creating effective landing pages:

1. Provide valuable content offers

Visitors to your landing page will be quicker to give out their emails if they see you have an offer that gives value. These can include free materials like e-books or a trial version of your product.

Show them what they’ll receive by signing up on your page.

2. Create concise lead forms

When visitors arrive on your landing page, they won’t want to stay there for long. So, keep the conversion process short and effective by providing concise lead forms.

Ask only for all the necessary information, like their name and email. The rest of the details can come later.

3. Offer easy navigation

Giving visitors an easy time navigating your landing page can help increase conversions. They won’t be distracted by other buttons or images. So, they’ll be quicker to answer your form and follow your call to action.

4. Ensure tracking and analytics

Just like any other component of your marketing strategy, you should also track the performance of your landing pages.

Look at how many visits your page received. And where they came from. If most of them came from YouTube ads, then you can tailor your next campaign to focus more on that area.

5. Do testing and improve elements accordingly

After measuring your landing page’s analytics, use that information to continually improve. And the best way to check if your landing page’s conversion rate is doing good is to perform an A/B test.

Make different versions of your landing page. Then, get your website visitors to review each version to find out which one has the most impact.

Performing an A/B test can be a time-consuming process. But there are professionals who can help you with this.

They’ll know exactly what to do to optimise your landing pages. And when to draw a conclusion on the data provided from the test.

A digital media team at a table talking about optimal landing page design

Create Landing Pages that Work

Whenever visitors click on your ad, it’s your job to convert them into customers.

This is where a good landing page comes in handy. Having a dedicated page for your call to action can better guide leads into making a purchase.

Now, there are a lot of different ways that you can optimise your landing pages. You can provide valuable content, concise lead forms, and easy navigation for your visitors, to start with.

But it can be a bit tedious to get into the process of making good landing pages.

It’s a good thing that GMS Media Group offers exactly that service. Our team can help you create effective landing pages that will convert your leads and increase your sales.

Ready to optimise your landing pages and increase your conversion rate? Go ahead and schedule your free consult with one of our GMS experts.