Why You Have to Create Extra Touchdown Pages [Data + Tips]

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

Touchdown pages are an indispensable a part of advertising. 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 essentially scale your lead technology efforts? Let‘s discover out why — a minimum of within the case of touchdown pages — extra is healthier. And in the event you’re in a pinch, bounce to the data you want:

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

Whereas most corporations do not see an improve in leads when rising their complete variety of touchdown pages from 1-5 to 6-10, corporations do see a 55% improve in leads when rising 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 corporations appear to learn 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 arduous to disclaim there’s a reasonably sturdy correlation between the variety of touchdown pages you’ve gotten in your web site and lead technology. However why is that this so? Listed here are 4 good explanations why the extra touchdown pages, the higher the variety of your leads.

Fairly merely, the extra touchdown pages you’ve gotten in your web site, the extra alternatives it’s important to convert website guests into leads. There’s additionally an enormous search engine marketing 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’ve gotten, the extra touchdown pages will likely be listed in search. And if a searcher stumbles upon a search end result that directs them straight to one in all your touchdown pages, you may have basically lower 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 have you learnt what occurs when there’s much less friction? You generate extra leads.

2. Extra touchdown pages imply extra selection.

You have all heard that saying, “selection is the spice of life,” proper? Yep — it applies to advertising, 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 “Sources” part (you recognize, the place a enterprise may arrange all its affords and their respective touchdown pages). Now let’s additionally say that “Sources” web page solely options 5 — and even 10, based on the analysis cited above — affords as a result of, properly, these are the one affords this explicit enterprise has obtainable. And possibly none of these affords actually enchantment to you, as a result of properly … there’s simply not sufficient selection. So that you go in your internet looking manner, abandoning the location with out changing on something.

The identical factor will occur if that enterprise solely has CTAs for just a few affords positioned all through your web site or promoted by way of their different advertising 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 collateral.

The extra touchdown pages you’ve gotten, the extra affords you may must gas the remainder of your inbound advertising efforts.

Keep in mind, content material is the center and soul of any profitable inbound advertising 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 via 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’ve gotten, the extra inbound advertising you are able to do. And in the event you‘re questioning the right way to fill these pages with content material quick, try HubSpot’s marketing campaign assistant.

Get began with HubSpot’s Free Marketing campaign Assistant

4. Extra touchdown pages means extra focusing on alternatives.

Segmentation issues — and never simply on the subject of e mail advertising. Whenever you determine varied totally different purchaser personas and segments inside your viewers, you’ve gotten the chance to higher enchantment to these totally 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 occurring for entrepreneurs who construct up an enormous arsenal of 40+ touchdown pages, is that they begin to create extra section–particular content material that, as a result of it is extremely related to totally different components of their viewers, is a lot better in a position to convert guests into leads.

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

2. Create extra affords.

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

Remember the fact that touchdown pages are merely the gateways to your advertising affords, so with the intention to improve your website’s variety of touchdown pages, you should improve provide creation, too.

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

• Do you’ve gotten affords to go well with prospects at every totally different stage in your advertising and gross sales funnel?
• Do you’ve gotten affords in a wide range of totally different codecs (e.g. webinars vs. ebooks vs. templates vs. movies, and so forth.)?
• Do they cowl varied totally different matters your target market cares about?

As soon as you have recognized what your holes are, then you can begin filling within the gaps. To be taught extra about provide creation, try this weblog put up about the right way to create advertising 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 must 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 should be created from scratch. The truth is, if you have already got just a few normal affords in your palms but in addition know that you’ve got just a few totally different purchaser personas that you simply market to, one nice strategy to improve your variety of affords is to tweak your current affords to cater to every of your totally 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; modify the provide’s formatting, depth, and size; modify language and tone; and incorporate trade/persona-specific examples.

And after getting a wide range of persona-specific advertising affords, then you may section your prospects by persona and nurture them with the fitting affords via instruments like e mail advertising, or dynamic CTAs in your varied internet pages.

4. Repurpose content material you have already got.

Whereas we‘re on the subject of tweaking current content material, don’t overlook the truth that there are loads 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 wish to present your prospects extra methods than one to seek 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 have interaction with.

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