White Paper Series: Web Based Lead Generation
By: Jeremy Duimstra
Previously we covered The Billboard Page, Email Marketing and Seminars & Webinars. Following is the fourth of four proven tactics that can increase your leads in the digital world:
Landing Pages
You have a great new promotion running, or perhaps you've just launched a new service. You've sent out your e-mails (which, of course, included a link back to your web site). Interested customers click on the link, get to the home page, and don't immediately see anything about the product or service.
They leave.
The information they wanted was in "Our Products," or "Our Services" – not on the Billboard Page.
Bummer. What went wrong?
You didn't use landing pages, which are pages that specifically whisk visitors to promotions that you are offering. Most of the time, you would not be wrong in leaving current promotions off the Home Page. (After all, you don't have a Home Page anyway…you have a Billboard Page, and its job is to communicate your core brand or value to visitors – not today's deal). I'm not saying that you should leave all information on promotions off the Billboard Page. Typically you would want to have some teaser text and a button that leads to your new Landing Page for those visitors who didn't receive your e-mail. What you don't want to do is crowd the Billboard Page with text and images about a promotion. That will only detract from your main message.
Landing pages are highly efficient in converting leads to sales because people don't have to filter out all of the other information in your web site. They simply read the information about your offer, and if interested, click "Buy Now", or fill out the "Contact Us" form. Simplicity and clarity rule the day.
Coming Soon: Search Engine Marketing and Pay-Per-Click Advertising!