Generating New Business for your Agency: An Introduction to Landing Pages
Nobody can deny that your website is an essential part of your agency’s marketing and business strategy, however the problem with websites is that they have to be all things to all customers.
Your website has to tell the story of your business, your team, present your values, your properties, your fees, your terms, your branches, the list goes on…so is it any wonder that with all that information, your site might just struggle with the basics, which is generating leads!
Enter Landing Pages!
What is a Landing Page?
A Landing Page (or Squeeze Page) is a very simple page that’s designed to fulfil one specific purpose alone. Landing Pages acquire their name as they’re designed to be the page where a visitor is taken to (or “Lands”) after clicking on an advert.
Where are the used?
Landing pages are typically used in connection with online advertising, for example Google AdWords, RightMove Ads, banner advertising or even through offline marketing.
Rather than send a potential client to your website, Landing Pages can be used to offer a specific proposition often coupled with a strong Call To Action, for example an enquiry or sign-up form.
Landing Pages are effective as they are typically written specifically for the advert and are direct and get straight to the point.
Aren’t they the same as any other type of the page in a website?
They can be, but the most effective Landing Pages aren’t.
Landing pages are very focused and contain only the information needed to get the enquiry and nothing else.
Often landing pages have no menus, no other options apart from to sign-up or enquire, they’re straight to the point with no potential distractions, and that’s often why they’re so effective.
Does a Landing Page have to be a part of my website?
Not necessarily, some of the best Landing Pages sit outside of your website and only refer people to your site once they’ve signed up.
At JP Gardner we’ve developed a great Landing Page platform that works with your site without having to change a single thing.
Are there any other benefits of a Landing Page?
There are several, however the two big ones that agents and marketeers alike love are 1) speed 2) measurability
You might think that because Landing pages are so simple and well optimised we’re talking about loading speed? Well, they are significantly quicker than a traditional website page, but what we’re talking about is Campaign Speed.
Landing pages work off a template, so want to try a new promotion, no problem, create a new landing page. Want to try that new promotion in 5 new areas?
No problem, create 5 copies, alter them for each area and you’re up and running.
Want to try something new, create a Landing page and an advert and try it, it’s fast!
So we’ve got a new idea for a campaign, it’s for a new service in a new area, how do we know if it will work?
The beauty of using online advertising coupled with focused Landing Pages is that it’s extremely measurable.
We can track advert views, clicks, Landing Page Engagement and Enquiries (conversions).
Every single metric is measurable, so it’s very easy to get a measure of Return On Investment.
Internet Marketers talk about Click Through Rates (CTR) and CPA (Cost Per Acquisition).
CTR is the percentage of people that see your advert against those that click on it.
CPA is the cost of obtaining each enquiry.
If you’ve ever tried working out a CPA for Newspaper advertising you’ll instant appreciate how easy it becomes with online advertising with Landing Pages!
Why not give it a try?
We’ve got packages that provide you with branded pages, advertising and copywriting, all we want to know is what enquiries do you want, and we’ll take care of the rest!