When the conversion rate is lower, despite lots of traffic, you can blame the landing page for the disconnect. A landing page for lead generation is an art, and it helps you collect leads that can convert their prospects. A landing page for lead generation has the purpose of capturing personal information like name, phone number, size of the company, email address, etc. About prospects as they move down the marketing funnel. You will never be able to generate customers without a landing page for lead generation. Remain it’s that landing pages for lead generation plays a huge role in your sales process.
Landing Page for Lead Generation that users land on after clicking on CTA somewhere deep in your website page to invite them to subscribe, sign up or buy products. A lead generation page represents the conversion funnel where customers enter their entire information for exchange resources. You can collect and figure out various information that used to prospect closer to closing a sale
Lead Generation: What Is It And What Does It Mean?
Before talking about landing pages and lead generation, it is good to give the definition of a lead. The term “lead” refers to a potential customer or a commercial contact that shows interest in the promoted product and/or service on various levels. Doing lead generation activities, therefore, means attracting the user and making sure they approach the brand’s products and/or services in a completely positive way. Until encouraged to purchase or fill out a form. In other words, the lead generation “naturally” stimulates the user’s interest and pushes him to act, making him become an active part of the sales process.
Over the years and the continuous evolution of the internet, lead generation has become increasingly linked to online digital marketing campaigns and new lead generation channels: Facebook ADS, email marketing, display ads, and Google AdWords above all. What do these channels have in common? All of them drive traffic to a specific web page, called the landing page. The importance of landing pages in the online process of acquiring new customers seems obvious.
Acquire Customers With Converting Landing Pages
The secret of a successful lead generation campaign? The creation of landing pages that convert, aimed at increasing turnover thanks to the “conversion” of contacts into leads. Filling in forms, registering a form, or finalizing a purchase! These are the three objectives of a lead generation campaign!
To achieve these objectives, it is necessary to study an ad hoc lead generation strategy and follow the rules for creating successful landing pages:
- Simple and captivating texts,
- Clearly visible “Call to Action” buttons,
- Contact form with essential fields,
What Is A Landing Page?
The landing page is the heart of a web strategy and is a direct response marketing tool, a discipline that aims to achieve a direct and measurable return in sales, orders, or requests for information.
Among the communication tools, we can say that the landing page is the practical tool in which the communication techniques developed by the hard sell masters throughout the last century materialize.
“Hard sell” means an approach to communication focused on immediacy and direct messages, simple and without words, which leads to immediate action and a single goal: to sell the product/service.
In a period of crisis such as the current one, it is essential that every effort is aimed at having direct repercussions on turnover, and it is for this reason that direct response marketing is so successful: if the big brands can afford to invest in advertising messages aimed only at to make their name run and to improve brand perception, small businesses need immediate, concrete and measurable results.
A landing page considers a few key actions for website users are:
- Register for digital events like conferences.
- It completely focuses on the offer.
- Download a portion of the content, like a free report
- The headline also explains how the offer delivers sufficient value
- Purchase an actual service offered
- A form for capturing at the minimum an email address and relevant more information
- An image showing what the offer looks like
7 Best Tips To Optimize Your Landing Page For Lead Generation
One of the biggest advantages of inbound marketing is that your content continues to generate traffic and contacts for your salespeople even long after they have been published. According to HubSpot, on an inbound marketing-oriented site, 90% of contacts are converted every month thanks to old Landing Pages, created at least a month before! And up to 70% of new leads have turned into Landing Pages over three months old!
Creating new Landing Pages for lead generation today allows you to generate leads even in 6 months, 3 years, and so on! Thanks to a blog, more than 65% of the leads generated each month come from articles published six months earlier than from the most recent ones.
The content and offers you created months or years ago have enormous potential to continue generating leads in the future!
SEO And Lead Generation
To create your next content, do not just consider your current campaign and the objectives of this period, but optimize them to generate leads between several months and years.
But how can you make sure that your potential customers are found and leads are generated even after you stop advertising them with emails, sponsored, and social media? In the same way, you would for a blog post: optimizing it for search engines.
Organic-search traffic is the best source for quality leads: in many situations, it is easier to convert an organic visitor than one who came to your site from a paid ad!
Millions of people every day search on Google how to solve their problems: if you have content optimized for specific keywords you will be able to attract more traffic (read this article on the company blog to learn more about how to do it). When our potential customers try, for example, to solve their problems on creating an inbound strategy, they find the articles of the Archimedia blog on Google and this allows us to generate new leads every month without any type of work!
Always Keep SEO Best Practices In Mind When Creating New Content Or An Offer.
Here are the 7 best tips to optimize your landing pages for lead generation and organic traffic.
Create a short title containing the keyword
The most important element of on-page SEO is the title because it is one of the most effective ways to indicate the topic of the page to search engines and is a key component to consider if you follow SEO best practices. Where is it displayed? It is the description of the web page that appears at the top of the browser or in the tabs:
How to create the perfect title for your Landing Page:
It must be short
Google shows only the first 60 characters (spaces included), so you don’t have to copy the whole title of the guide or the content you want to promote. Pay attention to keywords and eliminate unnecessary words. Also, make sure that your potential customers are able to read the page content clearly and easily.
Include keywords at the beginning
Search engines give more weight to the keywords that appear on the left side of the title, then start with the most important keywords and eventually put others at the end.
Don’t put the company name
Optimize landing pages for long-tail searches for those who have never heard of your company, not for those who already know you. So omit your brand name.
Correctly structure the URL of your landing page
The URL is the second most important element: it serves to communicate to the search engine more information on the content, the structure of the site, and the topic it deals with. The rules are very similar to those of the title:
It must be short
Many search engines show only 65 characters and some of these are taken from the domain name, leaving you a few free characters.
Use slashes to separate concepts and sentences
Each level of depth in your URL has its own page that the public can check. For example, if you need to promote an offer to generate leads through social media in 2020, your URL address should be:
/ Lead-generation / social media / 2022-predictions /
To use this address you should have a page that talks about social media:
/ Lead-generation / social media /
And a more general page on lead generation:
/ Lead-generation /
In this way, you can “nest” your landing page within other more general web pages and at the same time help search engines understand how your content is organized. Make sure your landing page and the rest of your site content are organized well to help Google and people find the information they are looking for.
Put the keywords at the beginning
As in the title, the keywords that appear at the beginning of the URL address also have greater weight than those that appear after.
Enter the correct H1
There must always be a single “H1” that briefly describes your offer and explains the content of the page, with the keyword inside.
Remember to also include the benefits in the title of the page, otherwise, users who have clicked on your website may not find it so useful and go back in the search results to click on another result. In this case, the search engine thinks that your content does not respond to the user’s question and does not deserve to be classified for that term.
That’s why it’s important for your prospects to understand what you offer very quickly before they lose interest and come back. Our advice is to make the H1 similar or identical to the title of the page.
Also use subtitles, graphics, bulleted lists, and everything that comes to mind to help visitors understand your offer quickly and keep them on the site.
Write a clear and direct meta description
The content of a meta description of a web page is not a direct positioning factor for Google, but what you enter can influence the person to click on the search results. And the more people click on your content, the more the search engines take it as a signal to position you higher.
So always write the meta description and make it super interesting so that everyone clicks it. To be effective, a meta description must be fast, effective, and go straight to the point otherwise visitors will not continue.
Explain to users what to expect. Are you promoting an event? Explains how to register as a participant. Do you offer an ebook? Explain what they find inside. Here is an example of an Archimedia page meta description with the keyword “video interviews”.
Optimize your image
Many topics are also searched on Google images: for example, if you promote an event for which people have to register, keep in mind that many people could search for photos of the event. Visual content is more difficult for Google to analyze and understand, but this does not mean that images cannot be used to improve page positioning. To do this, in fact, you can use the name of the file and the alt text (its description).
The file name must be short and include words separated by dashes. The high text, on the other hand, must describe the content of the image, because it is displayed when the image does not load to explain to users what is missing.
The high text of an image and the file name can be good places to put synonyms or variations of keywords. It is not content that visitors usually watch but can help you optimize for several synonyms.
Use structured data for rich snippets
Rich snippets are used to improve search engine results lists such as those shown below. They give more information on the content such as the author, the songs, the reviews, the events, and the products, making sure that the page differs from the others in the search results and therefore earns more search traffic.
Be careful of how many fields you ask for in the form
A high bounce rate indicates that your readers immediately leave your pages and this can drop your ranking on search engines. Here is another tip to prevent your potential customers from leaving the page right away.
Landing pages have forms that your readers fill out with their personal information in exchange for benefits such as an ebook or ticket for an event. Remember that the forms are not very popular and if they require too many things, the public gets scared.
To minimize the information to ask your readers. If you find a form longer than 5 fields, examine the organic traffic of the page and the bounce rate, and ask yourself if it is better to shorten it.
By following these tips your content will rank high in the search engines for months and even years.
You will be able to transform a new landing page for lead generation into a long-term resource that will continue to generate contacts long after the end of your campaigns. Think about the ROI you get out of it. But these are just some of the tips for making lead generation with Landing Pages. Do you want to see what we do when we create them to make them successful?