Landing pages are a great way to market your franchise or business. They are a focused and customized sales pitch, and one that is specifically designed to get your visitor to take action. According to a study done by Hubspot, company websites that have over 31 landing pages will get 7 times more leads than a company with less than 5 landing pages. This is a clear indicator that it doesn’t matter how large or small your franchising business is, all businesses have the ability to increase their conversion rate when using landing pages. Therefore, it could be said that landing pages are extremely vital for franchise lead generation.
So what exactly is a landing page and what are its functions? How does it increase a businesses conversion rate? Well, the answer is simple. Landing pages are webpages that can allow you to access a visitor’s contact details through a lead capture form. You might have experienced landing pages yourself while doing research, these are the pages that ask you to fill out some contact details such as your first name, company and email address. In franchising, such landing pages can be used to target serious buyers by offering something of value and interest to the prospected client in exchange for their contact details. For example, an example of a scenario in which this can occur would be when an interested prospect comes to your website wanting further information on an aspect of your business. To do so, they will be presented with a separate form that asks for further information. As they fill out their contact details, the interested prospect turns into a potential lead.
Not convinced? Here are some other reasons why landing pages are a great addition to your marketing strategy.
1. Simple Lead generation
Landing pages are the simplest and most straightforward method for your business to generate leads. This is perfect for those who are attempting to turn their email, social networking, and search engine traffic into lead generation. Lead generation can drastically increase these numbers as once these leads are gained, you can use them to build a relationship with the potential client and begin the process of attempting to turn them into a conversion.
2. Better User Experience
First impressions are crucial, and in most cases you have under a second to impress your visitor once they have landed on your site. A landing page however, is a great way to give the visitors to your site a great first impression. Landing pages focus on getting to know the stranger, giving the visitor an experience that is clear, specific and results in a valuable new connection.
3. Learn Who’s Engaged
Landing pages are also a great way to understand which one of your already existing leads are actively engaging with your brand. Based on the type of content and offers they’re downloading, it can give you a guide on how to accordingly engage with the existing leads and give them a message they want to hear.
4. Content Creation Guide
Each landing page can be used as a metric guide to optimize your inbound marketing strategy. By keeping tabs on what is the most popular content on your site, you can tailor make new content to better target certain topics or subjects that are popular and are inline with your visitor’s interests.
About the Author : Jamshaid (Jam) Hashmi
A serial entrepreneur with extensive background in franchising and interests in multiple online business channels, Jamshaid (Jam) Hashmi has played an instrumental role in the franchise development and success of an international franchise company. His most recent entrepreneurial interests include launching ClickTecs, a Digital Marketing company specializing in Search Engine Marketing and Social Media Marketing as well as Website and Mobile Application development. In 2007 he co-founded Search Result, an online marketing company that supplies services to Internet Marketing Consultants. A sought after public speaker, Jam has been the featured keynote at many franchise conferences and international summits. He regularly trains ‘C’ Level Executives and supports both new and seasoned business owners on Search Engine Optimization (SEO), Social Media Optimization, Mobile Marketing, Brand Reputation Management and Conversion & Measurement through web analytics. When he’s not scaling the heights of the Internet world, Jam ‘unwinds’ on extreme thrill-seeking adventures from the jungles of the Amazon to the highest summits. His passions include working with NGOs on humanitarian missions to areas around the world affected by disasters and poverty.