Landing pages are often thought of as a single page on your website, connected to a particular marketing campaign. In a sense, this is true. A landing page is a place where prospects enter your site, find information and advice on any problems they may have and hopefully, take action (i.e. make a purchase, sign-up to a mailing list, etc., ).
But, are landing pages just those that you designate as landing pages? Or should you be looking at every page and treating them all like a landing page? What does this mean for your business and how can your website be designed in such a way?
The Visitor’s Entrance
The visitor could enter your above-leaving at any point. Search engines don’t distinguish between a landing page and any other page. Therefore, you can’t always control what the customer will see first. If there is nothing there to make the prospect stay long or to return at a later date (or complete another action), then you are going to lose potential customers.
To demonstrate how important it is to establish every page as a landing page, you should look at your site’s bounce rate. According to research, the average bounce rate is between 35 and 40%. It means that only 65% of your visitors are looking at more than one page.
Another important statistic is the percentage of return visitors. For many sites, this can be as low as 20 or 30%. Therefore, while 65% of your visitors are looking at more than one page, very few of them could return unless you subscribe them to your mailing list or another subscription channel.
Think Landing Page
So, every page needs to become a landing page. It is the key to keeping customers on your site longer and to successfully engage them into coming back later. Therefore, you need to think landing page, and this starts by imagining you are the customer.
You need to assess each of your website pages with certain criteria:
- Why has the customer landed on this page?
- What do they want to get from this page?
- How can you provide this information?
- Why would they leave this page?
- Do the above-leaving reasons contribute to long-term contact?
- What can you offer them for long-term contact?
By thinking like this, you can convert your visitors very easily by redesigning your website pages around these philosophies. For instance, if you were selling insurance, this is how you can answer these questions:
- Why has the customer landed on this page? – They want to know what insurance they need.
- What do they want to get from this page? – Information about insurance and the cost of it.
- How can you provide this information? – Via a downloadable ebook, on page information or discussion with the prospect.
- Why would they leave this page? – The information is not on the page; the information is freely available on the page, they’ve contacted the brand (ebook/quote /, etc.).
- Do the above-leaving reasons contribute to long-term contact? No, Yes (respectively).
- What can you offer them for long-term contact? – A downloadable ebook, free quotation.
Now you have a couple of options for each page. For example, you could include a link at the top of a page about a free downloadable ebook and as the customer is about to leave the page, offer them a free quote over the phone/email with a popup.
Now, this landing page is collecting information and contributing to your long term lead generation and future revenue.
Visitors can enter your website at any page. Therefore, every page needs to be designed so it can capture information and help generate leads. Consider your website, your customer’s needs and how you can align the two, so every page becomes a landing page for your business.
Speak to Mann & Co. to discover how we can help you improve your website pages to generate better results.