When it comes to meeting a business’s marketing goals, there are several critical components to put in place, including effective landing pages complete with compelling CTAs. Effective landing pages will increase the chance of converting strangers on your website; however, they’re not going to work if nobody ever sees them.
A landing page has the main function of collecting information from a website visitor via a form. All information on the page should be geared towards collecting this information. Effective landing pages present information about one single offer, and encourage the visitor towards the form where they can take action.
So, what are some strategies that you can use to drive more traffic to your landing pages and ultimately gather more information from potential customers?
Strategically Placed Calls to Action
A call to action should be added on your homepage, rather than putting a form on this page that is already full of other information. A call to action that points to a landing page for a deal or offer is an effective way to direct customers right there. Along with this, it’s also worth considering adding calls to action on other popular pages such as blog posts or informational pages on your site. If a page is already getting a lot of hits, put them to good use by including a CTA to a relevant offer here.
Use Great Calls to Action
It’s not enough to simply add calls to action on your homepage and on any high-performing informational pages, blog posts, and other pages on your website. To drive more traffic to your landing pages and get the best results from this, it’s crucial to take full advantage of calls to action. Use them wherever possible including within emails, on social media, and on your blog. Calls to action need to include a compelling design and content to increase their effectiveness when it comes to encouraging visitors to click through to your landing page. Analyzing the performance of different calls to action is important since this gives you the chance to tweak elements of the content and design to find out what is going to work best for your audience. For example, using a bright, visible color that stands out from the rest of the page can often improve the effectivity of a CTA.
Facebook Landing Pages
You can use Facebook to share links to landing pages and funnel your social media followers and visitors towards offers that might interest them. When sharing information or placing a targeted ad for an offer on Facebook, avoid linking directly to your website homepage and instead capture leads that are directed straight to a landing page related to the ad they’ve just seen. Creating landing pages for this purpose gives you the chance to come up with something more specific, providing more direction and increasing the chance of them staying on your page and ultimately converting.
Email marketing can be an ideal way to get more traffic to your website and to landing pages. Any clicks from email messages should be directed towards a targeted landing page, rather than your website homepage. This can be one of the best ways to get more traffic to your landing pages since your email marketing leads will have already been qualified, and are unlikely to need as much persuasion to convert compared to a brand-new lead. Personalization tools in email marketing give you the chance to send information such as blog posts that are targeted to the interests and preferences of certain individuals, which will increase their likelihood of clicking through.
When spreading the word about your offers, products, and services, one of the easiest ways to do this is to write a guest post on another blog that is popular with your target customers. While it’s important to avoid making the entire post all about the offer or deal your landing page is about, since that will just be far too much advertising, it is a great opportunity to provide your customers with some relevant and valuable information before placing a CTA at the end or in your bio where they are directed to a landing page to learn more.
You can use social media to easily share your offer with a targeted message to your business page followers and even your friends on your personal social media profiles. Send out a link to a landing page and include a targeted message – if you’ve got a good offer that people are likely to be interested in, this will not only help to increase traffic directly, but followers and friends might share your post on their own pages, helping to widen your reach even further. For the best results, use a range of different social networks but take the time to figure out which of your offers are likely to be the most applicable to the audience on a certain social platform.
Build Relationships with Existing Leads
You can slowly build stronger relationships with existing leads by sending personalized messages that are tailored towards their current point in your sales cycle. Doing this will help to build your credibility, and ultimately allows you to save the time spent qualifying each lead, freeing up time for you to spend closing the deal once they are ready to buy or sign up.
Saying Thank You
Once somebody has completed an offer, you can drive more traffic to your other landing pages by using a ‘Thank You’ page that links to at least one other offer that the person might be interested in based on what they have just signed up for. Another way to do this is by sending a follow-up email to your new customers with a link to a landing page for an offer that you think they might be interested in based on their past behavior.
Landing pages are a great way to track individuals by collecting information, rather than looking only at page views and clicks. Analysis of your landing pages on a regular basis allows you to figure out which methods and offers work best and where to focus your future efforts.