Luke Edward Harper
Small Business Landing Page Strategies for Maximum Impact
Get your sales leads thinking they’ve found a hidden gem! With a custom landing page, you can create a special experience only certain online users can see. Play up exclusivity and have your target market acting fast.
Landing pages are pages on your website used for lead generation and even to facilitate a sale. A specific marketing channel will direct the users to this page by enticing them with something more than just a value proposition.
To create a landing page, you use a landing page builder, explore your current content management system, or hire a company to do it for you. Either will likely offer landing page templates.
Small Business Landing Pages
Let’s break down the components of a small business landing page approach to generating leads or even creating real customers.
Source Marketing Channel - where page visitors are coming from
Webpage Content - what’s on the page
Call to Action - what you want visitors to do
The Follow Up - how you maintain the relationship
Moving through these steps, it starts to become clear that a landing page strategy is a journey created for those specially picked visitors.
Source Marketing Channel
Consider your best performing platform(s) for interacting with your audience. Whatever your strongest suit, remember that your landing page strategy starts before a user even “lands” there.
Perhaps you have an active Twitter base. If you’re going to pull users from Twitter over to this landing page, keep in mind that they might be casually browsing on their phone. What’s going to get your follower to stop scrolling, i.e. leave Twitter?
Maybe your most attentive audience is in your brick-and-mortar right now. Let’s say you post a QR code somewhere in-store. Realize that customers scanning it are just coming in to browse (pre-purchase), or on the way out (post-purchase). What can you do to stop them in their tracks?
Time to stick the landing - literally.
Let’s keep new visitors around long enough to see what you’re all about and share their contact info. Here are a few landing page examples you can try depending on your overall business goals.
The Squeeze Page
Try offering users branded digital artifacts in exchange for providing their email address. Marketers refer to these exclusive freebies as "gated content" because, although it's not impossible, users are less likely to gain this material from a search engine or on social media.
Tip: Make sure your gated content is high quality. Images should be as high resolution as you can produce. Whitepapers should be searchable PDFs. Videos must be in 1080p at least.
The Exclusive Offer
Similar to a squeeze page, this style page prompts the user with a request for information in exchange for a promotion from the company. You’re rewarding your visitor, so make sure you boost the flattery and thank them for getting this far.
The Splash Page
This landing page serves as an intermediary between a marketing channel and owned media, which is the digital content you create. Great for announcements of new products, give your audience the gist, then options on how they want to explore your brand more.
If visitors are coming with real intent to buy, give it to ‘em straight. A page just for pricing leaves no room for uncertainty and works well for discussing product bundles or tiered services. An explicit page for pricing can be a great way to focus on organizational values before users click through and open their wallets.
The Call to Action
Talk is cheap. Design your landing page with action in mind. A call to action is merely what you’d like your website visitor to do.
Look at this example from Isabelle Fox: This landing page is highly stylized and gives enough information for the user to get to the point, that is, to sign up in exchange for a discount on a future purchase.
Tracking the success of a page works both ways. You can create separate landing pages for different marketing channels, then measure the traffic to each to evaluate which are your strongest. And you can use a call to action to direct your visitors to specific marketing channels.
Tip: Open in New Tab? Letting the user open a social media link in the same tab redirects their experience to the social media platform they most prefer. Allowing the user to open the link in a new tab can reserve them the option of exploring other platforms. It depends on the strength of content you offer on the platforms you provide.
Think you might need a boost before adding social media to your upcoming landing page? We at social benge can help! Take a look at some of the services we offer, including social media management.
Not all landing pages are going to require you to explicitly follow up with visitors. You may create a landing page purely to gauge the strength of a given promotional tool, like measuring how many people click on an Instagram ad if you created a landing page for it.
However, contemplate the next moves. If a user downloads gated content in exchange for their email address, how are they going to receive that content?
If you offer a promotion through a promo code, what else do you want that visitor to know before they use it? Be deliberate with your follow up, and prioritize adding value to the customer experience before all else.
Start Creating Your Landing Page Strategy Now!
For ways to keep delivering value to your current and potential customers, through landing pages and so much more, contact us today! We’d love to help you construct an immersive branded experience and offer small business resources so you can start seeing results.