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Lead Generation Pages vs. Content Pages -- When to Use? PLease Advise.

by BeckM2
4 replies
Even after much reading and digging, I'm still trying to figure out when to use which type of landing page, and how to match up the landing page type to the traffic source.

If you are a web company (example used because we can all relate to web hosting), when would you use a lead generation page (signup for our free whitepaper) vs. just sending the potential lead to the home page itself?

Why would you risk sending potential traffic to a lead generation page where they might not signup vs. simply letting them "have at it" with your content?

Thanks.
#advise #content #generation #lead #pages
  • Profile picture of the author Steve B
    As the name implies, a lead generation page (squeeze or not) has the sole purpose of capturing a lead, typically a name and an email address. If your purpose is to grow your niche list I would say this is what you want.

    Content pages, on the other hand, are usually categorized somehow on your web site. These can also bring signups to your list but often the purpose of a content page is (1) show your authority, (2) assist your subscribers or readers, (3) get other sites linking to your site, (4) improve your search engine rankings because you have relevant content in the niche, and (5) create a landing page on your site which then links to your products and service. There might be other reasons as well.

    Good luck to you,

    Steve
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    Steve Browne, online business strategies, tips, guidance, and resources
    SteveBrowneDirect

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    • Profile picture of the author BeckM2
      Originally Posted by Steve B View Post

      As the name implies, a lead generation page (squeeze or not) has the sole purpose of capturing a lead, typically a name and an email address. If your purpose is to grow your niche list I would say this is what you want.

      Content pages, on the other hand, are usually categorized somehow on your web site. These can also bring signups to your list but often the purpose of a content page is (1) show your authority, (2) assist your subscribers or readers, (3) get other sites linking to your site, (4) improve your search engine rankings because you have relevant content in the niche, and (5) create a landing page on your site which then links to your products and service. There might be other reasons as well.

      Good luck to you,

      Steve
      Thanks for your detailed reply.
      But let's say my main goal is get people to signup for hosting (let's assume it's enterprise level servers so we're not dealing with $2/mo plans).

      When do I say "here's what I've got" vs. get my whitepaper.
      I can use SEO to drive traffic to my "why you need an enterprise server" page with "enterprise server" keywords, and I can also have our "enterprise backup" service the same way.

      When do you say "here's what I've got for enterprise backup" vs. download our whitepaper about enterprise backup and hopefully you will come back soon to our real enterprise backup page?

      Thank you for your continued help!
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      Short Hills Design, LLC
      Internet Marketing for Dentists and Physicians
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      • Profile picture of the author Steve B
        BeckM2,

        I don't think there are any hard and fast rules that would apply here. But most sales are generated with a sales letter or offer page and not a squeeze page or content page.

        It sounds as though you're suggesting that your main purpose is to sell a service that you offer. Usually that would be done on a sales or offer page found on your web site that lists the service benefits, why a person needs the offer, testimonials, a call to action, buy button, etc.

        Remember that squeeze pages are for capturing contact information and content pages are for niche relevant content. Once you have the lead, then is the time to send emails, newsletters, white papers, etc, any of which can be linked to your sales page.

        Good luck,

        Steve
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        Steve Browne, online business strategies, tips, guidance, and resources
        SteveBrowneDirect

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  • Profile picture of the author BeckM2
    Ok thanks. Much appreciated!
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    Short Hills Design, LLC
    Internet Marketing for Dentists and Physicians
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