Direct Marketing With Landing Pages – Why You Should Consider Using Them

Landing pages versus general website searching has been an ongoing debate in our monthly business luncheons for a long time now. A landing page becomes a marketer’s tool for lead conversion say its proponents. This is not your regular website. Simply put, a landing page is designed for one specific purpose: to persuade a website visitor to take immediate action.The Oak Hill Business Leadership Group meets to share information and ideas on ways to increase profits in our little corner of heaven we call home. As with any other team we debate the pros and cons of the subjects we talk about. This month we all listened to George Jenkins talk about his experience with landing pages as part of a direct marketing campaign.George owns Oak Hill Home Constructors. If you need a new roof, fence, windows or addition to your home George is the man to call. Because he does offer a myriad of services his website is full of information. He knows that today people are more apt to go to your website to get more information than to call you on the phone. If your company does not have a website, then… we will not get into that scenario right now. Suffice to say if your company does not have a website then your chances of any kind of real growth is going to be substantially limited. It IS the 21st century after all.But I digress. Oak Hill Home Constructors has a great website where the home page talks about the company in general terms and offers links to other pages for more specific information. George found it annoying and time consuming to be constantly changing his home page when he had something special he wanted to promote. He chose instead to create a landing page along with his direct mail marketing to attract potential clients and it worked.Last month George wanted to advertise a roofing special. After purchasing a list of homeowners whose property is 15 years old or more he designed a postcard that “teased” the recipient. The tease directed the prospect to a landing page where George had more information about the special and a form link to get a free cost analysis. Instead of having the postcard recipient going to their general website, Oak Hill Home Constructors was able to focus the marketing on one particular place thanks to using a landing page.Here is what George learned in the process.A conventional landing page will be a one page website. It will have a very meaningful headline which should grab the visitor’s attention immediately. It typically has one or more “hero’ images, but the design must be secondary to the messaging, as this will instruct your visitor in what you want them to do. ¬†You do not want the design elements to distract from the messaging.Normally there is no navigation off of the page including to your website. One of the most important elements is the opt-in form. This can be very simple with first name and email or it can have much more information requested. Be careful though. Remember that the more information you request before the final sale, the more people will tend to walk away without completing the transaction.A landing page is the marketer’s tool for lead conversion. Whether that action is to sign up for a mailing list, order a product, or download a free report, a well-designed landing page can mean the difference between hundreds (or even thousands) of “action-takers” or merely a handful. Driving traffic to your landing page is only one small part of the conversion process. Once a visitor arrives at your site, make sure to let your copywriting skills shine.Then sit back and watch the conversions flow!After hearing about George’s success we all agreed using a landing page along with direct mail marketing was something we are all going to try in the future.Have you seen success with landing pages too?