44% of clicks for B2B companies are directed to a business homepage and not a specifically designed landing page
(PRWEB UK) 7 December 2012
A Landing page is the website page a visitor falls on when they click on a sponsored ad, search result or an embedded email link and are also know as a lead capture page.
According to research, 44% of clicks for B2B companies are directed to a business homepage and not a specifically designed landing page. This is not best practice as landing pages main purpose to capture the most information about the visitor such as name, email, and phone number whilst a homepage is used by visitors to navigate around a website.
Add People have listed 7 tips to assist SMEs in creating a landing page that achieves new leads for their business:
Call to action
The most important component of a landing page is to have a call to action as this is the motivating factor for the visitors to fill in a contact form. A call to action often consists of a free quote or advice but SMEs should consider putting their content marketing strategies into play here and develop something of value to offer prospects such as a free webinar or an eBook in exchange for their contact information.
Make it relevant
The landing page must be a logical extension of the ad or link the visitor has clicked on, this is an additional reason why the homepage is not a suitable landing page for businesses. Visitors are more likely to leave the page quickly if the landing page is not directly relevant to the search.
Also SMEs should not underestimate the importance of graphics as often they can generate more conversions however the graphics used on the landing page must be consistent with the brand and promotion.
It is worth removing menu options that would normally be visible on homepages as keeping a landing page simple will keep the visitor focused on the task at hand. Add People suggest only providing one offer per landing page and keeping the contact form on page so as that the process is quick and easy.
Including testimonials on landing pages can instill confidence in the visitor and may be the deciding factor on wither they decide to fill in a contact form or not.
Make it sharable
Landing pages should always include social media share buttons so that the visitor can easily share the offer or promotion within their social network.
Experiment and tweak
It is vital SMEs experiment with their landing pages such as using different graphics, action buttons and page formats as these are factors which can influence visitors and improve performance. Experimenting with different combinations will allow SMEs to discover what works best for their business.
Analyze and measure results
Google analytics provides the function to track goals on landing pages, these goals are often ‘thank you’ pages as if the visitor has reached that stage they have successfully filled in a contact form. Tracking this information will give SMEs an insight on how their landing page is performing.
Landing pages can often be overlooked by SMEs however when utilized properly can be a great way to create targeted campaigns and achieve more inbound interest.
Add People, the positive online marketing specialist have been working with SMEs on the online marketing strategies for over 10 years and have recently been included in New Media Ages top 100 interactive agencies in the UK. For more information on their services, visit their website on http://www.addpeople.co.uk or follow them on twitter http://www.twitter.com/add_people