Inbound Marketing Tips and Tricks

Landing Pages v.s Your Website, Do You Need Both?

Imagine you could do just 'one thing' to improve your marketing. One simple thing to increase your returns on every dollar you spend to get your products or services out there, and buyers in the door. That’d be pretty neat right


Well, there’s a way that many ‘smaller’ businesses sadly don’t know about. Sadly because it's a strategy that almost every large, successful company you can think of has used at some point to increase their marketing budget returns (ROI) or to help reduce their marketing spend. 

We're Talking About Landing Pages.


Whether you run a restaurant, dental clinic, a landscaping company, sell products online, Landing Pages are a proven way to get people to take action. In fact, research suggests that a Landing Page done right, could be 10 times more effective than your website at turning traffic into leads.


That might need a double take!


Yes, a Landing Page could be 10 times more effective than your website. Research suggests that a successful Landing Pages convert 20% - 40% of visitors into leads. Compare that to a successful website conversion rate of 2% - 5%, and the numbers quickly add up.

But, a Landing Page does not replace your website! 


Instead, a Landing Page is used to sell JUST ONE product or service. And the reason you use them, is to avoid distracting people with your other offers.


A Landing Page Example.


Banks and insurance companies are huge Landing Page users, because they offer so many products and services, which can be super distracting. So they set-up dedicated landing pages for the products and services they are promoting. A bank may have hundreds of Landing Pages running at any given time, but each Landing Page is dedicated to one offer.


To help visualize this, below is a landing page from ubank for Home Loans. 


Notice in the below screenshot that there are no menus or links to other products? That's because like all good Landing Pages, we don't want people to be distracted. ubank want people to make one simple choice, click the ‘Apply Now button’, or leave the page:




What If Ubank Didn’t Use A Landing Page?


Without a Landing Page, ubank would be sending their paid home loan advertising (i.e. AdWords, print, email marketing or social media traffic) to their website's homepage, and as their marketing team knows, this would be a huge mistake.


Here’s why, look at how easy it is to get distracted on their website and start clicking on their other services: 





This many options is far from ideal if they’re paying for Home Loan traffic. They could literally be losing thousands of dollars a month due to people getting distracted or having short attention spans. The same rules apply for every business online that sells more than one product or service!


Another Way To Think About Landing Pages.


Imagine you type 'teeth whitening Brisbane' into Google and two results come up, two AdWord links. Here are the two link you get:


a). The first AdWords link goes to the advertiser's full website, where you can see their full range of dental services. But oh my, those dental implant pictures look scary, before and after jaw realignments, ouch. You wonder if teeth whitening is a good idea after all.


b). You click the second AdWords link and get a Landing Page this time. But as a Landing Page, you only see information about teeth whitening. Nice pictures, testimonies, a bio on the dentist, all on one page with NO DISTRACTIONS, just exactly what you’re looking for and an easy ‘book now’ button.


Which option would you choose, a). or b). ?


The same principle applies for almost every industry. You may not offer dental procedures, but your full range of products or services (like ubank) will surely distract visitors, missing potential leads or sales.


How Do You Setup A Landing Page?


First, it’s important to know that a Landing page can be part of your website, or totally separate from it. With www.inboundio.com your Landing Pages are separate to your main website, and we think this is important for 2 reasons:


  1. To set-up a Landing Page on your main website, you will surely need a low-level coder to do it. You’ll need to hide menu options, and most likely create a completely new theme to have an effective Landing Page.


  2. When your Landing Pages are separate, you avoid the risk of messing up your main website. Any required coding is usually also much simpler, so you can use a cheaper coder if needed (you may not need one at all though).


With both setup options, your Landing Page can link back to your main website if you like, so don’t be concerned about this!

Setting Up A Landing Page With Inboundio.


Creating a Landing Page with www.inboundio.com is simple, and you can use one of our pre-made Landing Page Templates, or create your own custom design. This is how easy inboundio makes Landing Pages:


1. Navigate to the "Landing Pages" area from the left-hand menu.

2. Click the "Create New Landing Page" button and enter a name for your landing page template so you can identify it later.

3. Select a landing page template to serve as the base for your landing page or create your own from scratch.

4. Customize your landing page through the drag-and-drop builder, or use the HTML function for more in-depth customization.

5. Once you're done click Save Landing Page and you’re ready to go!


It’s this easy:



You can then make your Landing Page live, and start sending traffic to it, capturing new leads through your Landing Page contact form!


What Do Successful Landing Pages Have In Common?


One of the most common similarities successful landing pages have is 'limited navigation'. You are, after all, bringing targeted traffic to this page (like the Home Loan and Teeth Whitening examples), so you don't want them clicking off to other services!


Limiting the number of ways a person can exit your landing page is also important, you want them to have a simple decision like: a). Get in touch or b). Close the Landing Page. Any more can be overkill.


Next and very importantly, think about the value you can provide visitors. Values such as a great offer, amazing testimonials, the transformation your services have, your unique product or experience, your differences to your competitors. Value to get people excited and click 'yes please'! When it comes to building value, some Landing Pages are short, some are remarkably long. The general rule is to provide enough reasons and benefits to compel someone, without waffling on.

Always write with your customer's shoes on, not your own.


You can find many mixed opinions on Landing Page strategies, so just put yourself in your customer's shoes. What do they need to read and see to take action?


Like To Setup A Landing Page Right Now?


It's easy, simply go to our main website here www.inboundio.com and sign-up. You’ll then get all the info you need to setup your new Landing Page!


And remember, with inboundio Landing Pages are just the beginning, inboundio includes all of the tools small businesses need to generate leads, like a CRM and email marketing to remarket to your leads, and even further increase your business's marketing returns or ROI. Inboundio truly is your very own digital marketing platform.


 

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