Why You Must Create Extra Touchdown Pages [Data + Tips]

“I’ve already bought some landing pages, so why do you have to make extra?” That sounds virtually as loopy as saying the query, “Properly I’ve already bought some leads, why ought to I get extra?”

Touchdown pages are an indispensable a part of advertising and marketing. And for all you entrepreneurs on the market who’ve been going inbound for some time, you perceive how environment friendly they’re at changing. However are you creating sufficient of them to actually scale your lead era efforts? Let‘s discover out why — no less than within the case of touchdown pages — extra is healthier. And if you happen to’re in a pinch, leap to the knowledge you want:

And don‘t assume that there’s a ceiling to the variety of touchdown pages you may embody, in truth, these with greater than 40 touchdown pages enhance conversions by over 500%.

Whereas most firms do not see an enhance in leads when growing their complete variety of touchdown pages from 1-5 to 6-10, firms do see a 55% enhance in leads when growing their variety of touchdown pages from 10 to fifteen. And look how that leads index quantity spikes much more when an organization has 40 or extra touchdown pages on their web site. And this is the way it breaks down for B2B and B2C companies:

Whereas each B2B and B2C firms appear to profit from having extra touchdown pages, it appears to be much more advantageous for B2Bs to hit that 40 touchdown web page threshold.

As you may see, it‘s laborious to disclaim there’s a fairly sturdy correlation between the variety of touchdown pages you have got in your web site and lead era. However why is that this so? Listed below are 4 good explanations why the extra touchdown pages, the higher the variety of your leads.

Fairly merely, the extra touchdown pages you have got in your web site, the extra alternatives you need to convert website guests into leads. There’s additionally an enormous search engine optimisation profit to having extra touchdown pages, which might have an effect even earlier than guests land in your web site.

Give it some thought: The extra touchdown pages you have got, the extra touchdown pages shall be listed in search. And if a searcher stumbles upon a search consequence that directs them straight to one in every of your touchdown pages, you will have primarily minimize out the additional step of a customer perusing your website and needing to click on on a call-to-action to get to that very same touchdown web page.

In different phrases, the pathway from discovery to conversion has a lot much less friction. And are you aware what occurs when there’s much less friction? You generate extra leads.

2. Extra touchdown pages imply extra selection.

You’ve got all heard that saying, “selection is the spice of life,” proper? Yep — it applies to advertising and marketing, too.

Think about it out of your guests‘ perspective. Say you’re visiting a enterprise‘ web site, and also you surf on over to its “Assets” part (you already know, the place a enterprise may set up all its affords and their respective touchdown pages). Now let’s additionally say that “Assets” web page solely options 5 — and even 10, in response to the analysis cited above — affords as a result of, nicely, these are the one affords this specific enterprise has obtainable. And possibly none of these affords actually enchantment to you, as a result of nicely … there’s simply not sufficient selection. So that you go in your internet searching manner, abandoning the positioning with out changing on something.

The identical factor will occur if that enterprise solely has CTAs for a number of affords positioned all through your web site or promoted by way of their different advertising and marketing channels. If none of them tickle your fancy as a customer, you are most likely not going to transform.

In a nutshell, don‘t let this occur to you. Creating extra touchdown pages means you’ll have a greater diversity of affords to your guests to transform on and so that you can promote.

3. Extra touchdown pages means extra advertising and marketing collateral.

The extra touchdown pages you have got, the extra affords you will should gas the remainder of your inbound advertising and marketing efforts.

Keep in mind, content material is the center and soul of any profitable inbound advertising and marketing technique. With out it, you’d don’t have anything to e-mail your contacts, nothing to share along with your social media followers and followers, nothing to advertise by means of your web site calls-to-action, nothing by which to get discovered and rank to your key phrases in search.

The extra affords — and touchdown pages to accommodate these affords — you have got, the extra inbound advertising and marketing you are able to do. And if you happen to‘re questioning the best way to fill these pages with content material quick, take a look at HubSpot’s marketing campaign assistant.

Get began with HubSpot’s Free Marketing campaign Assistant

4. Extra touchdown pages means extra concentrating on alternatives.

Segmentation issues — and never simply in terms of e-mail advertising and marketing. Once you establish numerous completely different purchaser personas and segments inside your viewers, you have got the chance to raised enchantment to these completely different audiences’ pursuits and desires with extra focused and related affords.

And to leverage this savvy pondering, face it: You want extra touchdown pages. So what naturally finally ends up taking place for entrepreneurs who construct up a giant arsenal of 40+ touchdown pages, is that they begin to create extra phase–particular content material that, as a result of it is extremely related to completely different elements of their viewers, is significantly better capable of convert guests into leads.

This entails taking management of your web site. Inbound advertising and marketing requires agility, and any agile marketer would take this primary step to innovate and enhance. Plus, I hear HubSpot has a fairly candy and easy-to-use Touchdown Web page instrument.

2. Create extra affords.

You may‘t simply go round slapping collectively a ton of recent touchdown pages, irrespective of how motivated you’re to reap these “extra is healthier” outcomes. You’re going to want affords (and good ones, at that) to go together with them.

Remember that touchdown pages are merely the gateways to your advertising and marketing affords, so as a way to enhance your website’s variety of touchdown pages, it is advisable to enhance provide creation, too.

Earlier than you begin creating new affords, check out the affords you have already got, and establish the place you might need some holes. Ask your self these questions:

• Do you have got affords to go well with prospects at every completely different stage in your advertising and marketing and gross sales funnel?
• Do you have got affords in quite a lot of completely different codecs (e.g. webinars vs. ebooks vs. templates vs. movies, and many others.)?
• Do they cowl numerous completely different matters your audience cares about?

As soon as you have recognized what your holes are, then you can begin filling within the gaps. To study extra about provide creation, take a look at this weblog submit about the best way to create advertising and marketing affords that do not fall flat.

3. Tweak the affords you have already got to cater to particular person personas.

Okay — so that you‘re going to should create a bunch extra affords to leverage the lead-gen energy of a rise in touchdown pages. However right here’s somewhat saving grace: not all of those affords must be created from scratch. Actually, if you have already got a number of normal affords in your arms but in addition know that you’ve a number of completely different purchaser personas that you just market to, one nice option to enhance your variety of affords is to tweak your present affords to cater to every of your completely different personas.

As you‘re doing this, reposition the content material and create a touchdown web page that caters to that persona’s particular person wants, issues, and pursuits; regulate the provide’s formatting, depth, and size; modify language and tone; and incorporate business/persona-specific examples.

And upon getting quite a lot of persona-specific advertising and marketing affords, then you may phase your prospects by persona and nurture them with the best affords by means of instruments like e-mail advertising and marketing, or dynamic CTAs in your numerous internet pages.

4. Repurpose content material you have already got.

Whereas we‘re on the subject of tweaking present content material, don’t overlook the truth that there are plenty of alternative ways to create new affords utilizing content material you have already got, saving you the effort and time of constructing a brand-new provide from the bottom up.

Extra Touchdown Pages Can Profit Your Model

On the finish of the day, you need to present your clients extra methods than one to search out what they’re on the lookout for. By having extra affords and touchdown pages in your web site, you present extra locations for patrons to land and interact with.

Editor’s be aware: This text was initially revealed in October 2012 and has since been up to date for comprehensiveness.