Like most of the companies, small or big, you have started to think about your lead conversion process, with a precise strategy including goals, as well as some content and actions to be taken. Furthermore, did you think about including the landing pages as a part of this process?

The purpose of this article is to explain you the principle and the impact of including the landing pages in the process of creation and conversion of new leads.

What is a landing page?

The Landing Page is the page where a lead arrives after clicking on a incentive to action (button, commercial link, e-mail, ad banner, etc.). To be able to access information about a specific offer, or download some content (ebook, white book, etc.), the lead must fill in a form which will redirect him toward an acknowledgment page.

In comparison with other pages of your website, which purpose is to inform your visitors about your products and services, the landing page is promoting only one action, with a commercial purpose: to feed your database with relevant leads that present a high conversion potential.

How to attract web users toward your landing pages?

Landing pages are easy to operate. For example, within the framework of an Adwords campaign, including clear goals or related to a specific offer, an interested user clicking on the link is landing into a page that will provide more information, and call him to action. In order to do so, a form to fill in will let him download some informative content, enrol in a course, get a demo version, or make a free trial…

What are the assets and the added value?

Additionally to providing the right information to the right person at the right time, the landing page will add the following assets to your leads conversion process:

An efficient call-to-action

Knowing that the landing page is related to some targeted content, the web user has access to information meeting a specific need. He has only one thing to do, which increases his probability to take action.

The yield of advertising campaigns

Furthermore, using landing pages during pay per click based campaigns can increase your conversion rate and lower the cost per clic, and finally increase the yield of your advertising campaigns.

Measure the return on investment of your campaigns

One of the assets of landing pages is that once integrated into your conversion process, you will be able to generate detailed reports in order to quantify your action, and the impact of your campaigns.

Design tool

Many tools available on the market will help you to build the content of your landing page and create a link easily usable in your campaigns, as well as generating detailed reports. Here is an overview of the information you will be able to get: the number of clicks, the number of visits, the origin of the visits, etc.

I strongly recommend you to read this ebook: Automation marketing tools, what choice to make, which will help you to know the different tools available on the market and especially to choose the one which fits you best.

It’s true that using landing pages could help you generate leads. On the other hand, it is necessary to integrate them in an automation marketing strategy. For that purpose, I strongly recommend you to download this ebook: Generating inbound leads, strategy and best practices, which will help you to know better the different strategies to implement in order to feed you database with leads, with ultimate goal to qualify them as prospect and opportunity, and to finally turn them into new clients.