Secret (Leaky Bucket Fix) #4
Landing Pages are distinct pages within your website where internet users ‘land’ after being driven from an inbound traffic source (i.e. Facebook or Google PPC Ad, social media posting, etc…). Landing pages are specifically built with a single conversion objective. Unlike your home page, a landing page should be designed, written and developed with one business purpose in mind.
The role of lead generation landing pages is to capture visitor information, (i.e. name, email address, phone number). Its singular purpose is to collect user data allowing you to market to and connect with these prospects in the future.
Lead magnets for landing pages:
- Ebook or whitepaper
- Webinar registration
- Consultation for professional services
- Discount coupon/voucher
- Contest entry
- Free trial
- A physical gift (via direct mail)
- Notification of a future product launch
Click through landing pages have the goal of moving the visitor to through to another page (typically used in ecommerce funnels).