Pump up the Volume with Landing Pages for Marketing Professional Services

Posted by Joelle Colosi on Fri, Oct 05, 2012 @ 07:49 AM

Are you interested in getting an instant return on your website investment?  If the answer is "yes!", you should consider adding landing pages and content that delivers value to your website.  These website elements will help you “pump up the volume” of prospective clients.

As discussed in the earlier post "Creating a Call to Action to Continue the Conversation", an effective call to action (CTA) will continue the dialog with your site visitors. A CTA is typically placed on a website, blog, or email marketing campaign in the form of a stylized graphic or text.  There should be other CTAs throughout website content as the visitor may find particular points of interest and may be interested in another offering. The intent is to prompt the visitor or prospective client to click the image, which will lead the visitor to a landing page. 

Landing Pages

A landing page is a website page that aims to capture a visitor’s contact information through a lead form in exchange for advanced content (eBook, whitepaper, webinar, free consultation, etc.). Landing pages play a critical role to inbound marketing methods.  Most company websites simply link back to their homepage in advertisements, social media posts, or email messages.  These firms are missing out on a tremendous opportunity to link targeted groups back to a landing page that provides relevant content offer that converts targeted audiences into leads.

Landing Page ExampleLanding Page Example

Effective landing pages need to

  • Concisely describe the offer,
  • Deliver a content offering of value,
  • Captures visitor data,
  • Encourage sharing, and
  • Trigger a further conversation.

The landing page needs to concisely describe the features, advantages and benefits of a content offering.  The goal of the landing page is to convert visitors into prospective clients. A landing page needs to follow through with the theme and/or message conveyed in the CTA. An effective message is targeted and takes into consideration the market segment or client profile.  

The landing page content offering needs to be valuable to desired audiences. If your content offering offers real value to your visitors, they willingly provide their contact information in exchange for your offer.  The offering needs to be compelling and the landing page needs to showcase that value. A high-impact message that delivers valuable content should easily convert your site visitor into a prospective client.

The landing page needs to capture visitor data.  When visitors identify themselves, by responding your content offer, they choose to enter the business development lifecycle. That means that before they get to download your advanced content (whitepaper, demo, etc.) they must provide you with contact information.  Ask for the minimum information you need; simply include the name, title, company, and email address.

The landing page should encourage “sharing.” Adding social media links to your landing page will encourage visitors to share the content with their audiences.  This simple addition will help you tap into multiple audiences.

The landing page should trigger further conversation. After visitors take advantage of the offer on the landing page, it is time work those leads and pump up your volume! You should follow-up with messages that are ready to roll automatically.  The whole idea is to press ahead with an email message or a phone call that continues the conversation. 

Are ready to get real value out of your website?  If you understand the importance of driving traffic to your site, then it should make real sense to take advantage of incorporating landing pages to capture leads. With a few additions, it is easy to transform an idle website into a lead generation tool. 

If you are interested in learning more about transforming your website into a lead generation tool, please read “Turn Business Development Upside Down with Inbound Marketing.”

Topics: content marketing, call to action (CTA), landing page

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