Hot Topic: Have You Roasted Your Landing Pages Lately?

Sponsored Article Provided by Ingenuity Marketing Group, LLC

Web landing pages have the potential to offer powerful tracking, while supporting lead capture. That is, if your landing pages are set up correctly.

You are targeting a specific audience through your event attendance and/or through your keyword selections. You are enticing them with the right messaging and easy calls to action. And then… you experience mixed results on the landing pages.

We recently experienced this with back-to-back speaking engagements. For one event, we had great click-through rates to the landing page as well as multiple unique downloads of a resource. For another event, we had few click-throughs and no downloads.

What is the difference between successful landing pages and flops? We learned several things that may revitalize your lead generation efforts.

Strategy

Review what you’ve already learned about landing pages. Then establish your target audience, keywords, messaging and the technical aspects of user experience.

Lessons Learned: Cold audiences need more information to take action. Warm audiences just want to click and download. Build a long or short landing page based on your audience’s level of desire for the promised information. Make it super easy for them to get what they need.

Testing

Test subject lines. Review download instructions for clarity. Fill out the forms. Invite someone outside of marketing to try it out and give feedback.

Lessons Learned: There are subject line testers, landing page testers and title/meta testers… some of them free. Use them. For example, a ChatGPT developer made a ‘roast my landing page’ chat which you can use to improve your pages. But don’t forget about human testing, too.

Promotion

Is your offer interesting enough to get your audience to pick up their phones and download immediately? Do you repeat the link multiple times in an eblast? Is the value of the download clear so that visitors are willing to trade their email for it?

Lessons Learned: Use QR codes, subheads, bold copy or underlining to emphasize the essential campaign messaging and landing page content. People scan. Keep it visually interesting, too. Once they provide their email, use thank you page or download page space to promote related services and resources.

Debriefing

You can always improve your landing page content and calls to action through analysis, more testing and research on digital lead generation best practices. Take time to debrief, critique and refine.

Lessons Learned: Every campaign has its own quirks and pitfalls. Review analytics and ask for suggestions to improve results. Use testing tools, but also strategize on which suggestions work best for your marketing and growth goals. Some testing tools are geared toward product sales, so make sure their tips work for professional services.

Overall? Have fun with lead generation. For longer campaigns, you need to update content and keywords periodically to refresh interest.

Two more tips: Keep your landing pages non-indexed for better tracking and clearer analytics. Use UTM codes so you can see exactly which campaign is driving traffic to your landing page.

Let me know what is working well (or not) for you!

Dawn Wagenaar is a brand strategist and principal at Ingenuity Marketing Group, LLC and active member on AAM’s programming committee. Ingenuity helps growth professionals distinguish their brand and accelerate leads.