How to use landing pages to drive more conversions

If you manage your own business then most likely you will have a website to promote and advertise your services. But did you know you can get more out of your website by adding carefully constructed landing pages? These pages are optimized to capture lead information and generate more conversions. More conversions equal more sales landing pages are a valuable tool for lead generation. 

What exactly is a landing page?

Unlike your website that advertises your products and services, a landing page is designed for just one thing, to capture leads. There is no limit to the number of pages you can have and pages are designed around a single search term or to target a specific location. Pages can be added for anything that you think clients may be searching for, For example, a page could be built around the phrase ‘landscaping services in Wigan’, or ‘best construction companies for home extensions’.

How does it work? 

Once your page has been built and indexed on Google it should rank for your chosen search term. Customers searching for your services will land on your page (hence the term landing page) and if the page has a strong call to action they will enter their information in the contact section of your site. These are usually kept short as less is more when it comes to landing pages and typically requests an email address or a phone number. Once you receive the information you can reach out to customers to offer your services.

Are landing pages effective?

Landing pages can be extremely effective for lead generation and conversions. The average conversion rate for a landing page is around 2.5% but top-ranking landing pages can drive conversion rates as high as 10% or more. These numbers can fluctuate depending on industry and competition but generally speaking, they are a good guideline for the kind of conversion rates you can expect. The reason that landing pages are so effective is that they target one thing only and mimimize distractions for the user. They also target users with high intent, meaning that if someone lands on your page after searching for ‘landscaping services in Wigan’ you can bet that is exactly what they are looking for. 

Are landing pages expensive?

Unless you are a pretty competent website designer that will be building landing pages yourself, there is a cost in terms of having a number of pages generated. However, there are some positives to paying for landing page development over putting your money into things like online advertising. Once created and indexed, landing pages are listed online forever, unlike paid advertising that displays your information for only as long as you keep forking out cash. Some people receive leads from landing pages that they made months or years ago. 

Other factors to consider

Along with remaining active on search engines until deleted, landing pages can be used for any type of business or industry search terms. If you are able to uncover insights and not so common keywords, you may be able to use landing pages to capture traffic that isn’t targeted. Meaning your pages will be the first to directly meet the search terms for those users. 

Final words

If no one is looking for the terms that you build your pages around, then they will not bring you any traffic. While landing pages are very effective for gaining lead information and driving conversions, it may be worth speaking with a web professional to review search term volumes and build your pages around those keywords to gain maximum results. 

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