You finally have an up-to-date website, ongoing PPC campaigns, and an accurate Google business listing. Your inbound marketing strategy is tight. The leads should be rolling in, right? But for some reason, your landing pages aren’t getting the results you hoped for. Why aren’t your landing pages converting?
You’re Not Using Any
You need landing pages if you want visitors to your site to become leads. Very few people are going to find your site then go to your contact page, find your phone number, and give you a call.
A landing page directs visitors to your form and the content that is relevant to them, rather than just the homepage of your site, where they may or may not navigate away. Need more convincing? Here’s why your B2B manufacturing website needs landing pages.
You Allow Visitors to Navigate Away Before Converting
Effective landing pages have limited navigation options—they are either nonexistent or hidden. This is to keep people on the landing page so that they complete and submit the form, providing you with their information. If your landing page has your website’s complete navigation bar accessible, some visitors will click away to other pages of your site and never convert by giving you their contact information.
Your Form Doesn’t Capture the Right Information
If your form doesn’t ask for the right information, you might not get as many conversions as you could. If your questions are too invasive and ask for highly personal information, visitors might not be comfortable completing and submitting the form. If you’re not requiring the most basic contact information in the form, like name and email address, you might not even be able to get in touch with your converted leads at all.
For your purposes, capturing the right information is important to turning the leads you do convert into qualified leads. If you only ask for visitors’ names and email addresses, you won’t be able to segment them effectively, and therefore provide them with content that is highly relevant to them and their stage in the buyer’s journey.
Consider also asking for their company name and their role or position. In order to help you determine the effectiveness of your various ad campaigns and calls to action, you might even consider asking how they heard about your company/product/service.
Your Content Offer Isn’t Worth Converting For
Ever tried to sign up for a free trial of something and then immediately been turned off when the site asked for your credit card information? Same.
If visitors to your landing page don’t think that your content offer is worth converting for, they won’t give you their personal information. Make sure that your content is relevant to the visitors you want to convert.
You should also make sure that the content is unique and valuable enough to get visitors to convert. It needs to be something that visitors want to take with them and reference later—otherwise, they’ll look for it elsewhere, where they don’t have to give up their contact info.
If you’re serious about implementing effective content offers and landing pages, get in touch with HA Digital Marketing. We’re a growth agency with proven results in lead generation and marketing ROI.
Want more info? Check out our Smartass Guide to Inbound Marketing for slightly hilarious tips on what not to do to grow your inbound marketing strategy.