Why Are Landing Page, or Lead Capture Pages, So Important?

Let’s say you’re certain a large stream of targeted traffic is coming soon to your website. This scenario would make almost any marketer joyous. Knowing this, however, it is unfortunate that far too many companies send their social media traffic, e-mail, and advertising efforts straight to their website’s homepage. If you are also doing this, please know this is undoubtedly a missed opportunity. Instead, it better to use a targeted landing page. This will increase your chances of taking the traffic that is headed to your website and actually converting it into leads.
Like many others, you may be tempted to send traffic to the homepage of your website. However, please keep in mind that if someone clicks through on one of your advertisements, and actually ends up on your homepage, this page will not indicate to the visitor what he or she should do next. After you have determined what step you actually want visitors to take, you need make it easier for them to do precisely that. You want visitors to take action. Do this by sending them to a landing page which prompts them to actually follow through and finish the process. The result? A tremendous increase in the effectiveness of your online marketing efforts. (By the way, just in case you were wondering, a landing page is any page on a website where traffic is directed specifically to prompt a particular result or action.)
Now that you understand the importance of landing pages, it is time for you to make sure your landing page is effective. Whether you have a landing page that may need updating, or you are ready to create your first landing page, there are some tips to keep in mind during this process.
Offer Valuable Content… This should be your priority. By making a valuable offer, you will have an easier time convincing visitors to provide you with their name, telephone number, e-mail address, or similar contact information. Be sure the landing page clarifies that the information visitors provide will stay private.
Simple Is Best…Keep visitors focused on filling out the landing page form. Do this by keeping the number of exits to a minimum. Don’t display the navigation elements of your website on any landing pages. By keeping it simple, you will help to ensure that targeted traffic actually completes the process.
Test, Test, Test….your landing page will really benefit from continued testing. Test more than one landing page. Do comparisons. Don’t settle for only one version.
It is also helpful to encourage participation from your website visitors. You may do this by adding share links to your landing page. Share links encourage visitors to your website to take your content and share it with their audiences. Remember, it is free to do so. This is optional, but keep in mind it gives you access to other marketers.
My company, Best Designed Blogs, is highly skilled at all aspects of online marketing, including top-notch landing pages, lead capture pages, and squeeze pages. Don’t dismiss the importance of doing this process properly, as it profitable and well worth learning.
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The author of this article, Laura James, is the Chief Executive Officer of Best Designed Blogs. This company provides complete online business solutions.

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