How to Get More Leads with Landing Pages

Consider your website to be an airport, and your site visitors are going to land on the runway to which you direct them. An airport can't just let airplanes choose the runway they want, as that results in crashes. You shouldn't be allowing new visitors to choose the page on which they land; not if they're a new visitor from a marketing piece.

Sure, many will arrive via searches, and they'll end up on the most relevant page. You'll have lead generation calls-to-action on most of your pages, so that's OK. But, when it comes to specific marketing, ad campaigns, and effective lead generation, you need to direct them to where you want them to land. Not doing so won't be as catastrophic as our airport example, but you definitely will not get the leads you can through creation and management of landing pages designed with your mission in mind.

First, you should consider every page you create, every article, and every blog post as one type of landing page. They are pages where visitors land from searches or navigating around your site, landing on information they're seeking. Each should be thought of as covering a topic, or answering a question.

So, if you are writing a blog post or article about "What is a title binder exception?" it's going to appear on a page of its own when a searcher arrives. Now it's a page on their screen on which they've landed, and it's relevant to information they're seeking. You can create calls-to-action with specific page-relevant premium content or report offerings to get leads from that page. You might offer a copy of a title binder exception page via email. Use strategies we'll discuss here when talking about specific marketing landing pages.