As a business owner, you’ve become well aware of the importance of having a web presence for your business. After all, there are more than 3.4 billion internet users worldwide. A recent study by Score.org showed that more than 97 percent of consumers go online to look for local products and services.
Of course, one of the most important components of your web presence is your company website. However, what you might not realize is that you may be able to further harness the power of the web by utilizing landing pages.
Landing pages help move customers through the sales funnel quickly and increase the chances of turning interested, potential customers into paying ones. If you are looking to drive sales via your web presence, read on; the following info can help you understand just what a landing page actually is — and how to use landing pages for your business.
What Is a Landing Page?
So, landing pages sound like they do great things, but what exactly are they? A landing page is a standalone page that is distinct from your larger company website focused around one specific objective — i.e. a particular service you offer, a product you sell,a promotion you’re pushing, etc., etc. Landing pages are a place to cover one single, niche topic in depth. They engage a reader who has already expressed interest in that topic, and keep them from getting distracted by other information on your site.
How to Use Landing Pages for Your Business
If you plan to use landing pages to help encourage sales, the following steps are a good place to start.
Create the First Traffic Stop
Create a landing page for every key product or service that you offer. Each landing page should then exist as the central point for all web traffic about one specific topic — including the traffic you drive via social media pages, PPC ads, search engine results pages, links on other websites and anywhere else your audience spends time online.
Encourage Your Audience Down the Funnel
Each landing page for a product or service should be the starting point in the sales funnel for a customer interested in that product. This means once a potential customer arrives, they should find more in-depth info about whatever topic they initially expressed interest in. The landing page should then guide the reader to the next logical step in the buying process — whether that is to make a purchase, schedule a call, sign up for a demo or add their contact to a mailing list.
While encouraging customers to take action is on a landing page is a good thing, make sure not to present them with too many options. Keeping the actionable choices simple (e.g. add an item to cart, click to download) ensures that they don’t get overwhelmed or distracted.
Landing pages are a good place to make sales — but they’re also a good way to gain credibility and trust. You can show off your expertise about the product or your industry by including helpful info on the page, and in turn, prove yourself as a valuable thought leader in your field.
If you’re looking to maximize the selling power of your web presence, consider making landing pages for all the key products and services you offer. You’ll help turn a general audience into a crowd of customers and prove your industry know-how while you’re at it.