Your landing page serves as one of the first impressions site visitors have of your brand. You’ve likely spent a lot of time studying what elements it needs and how to grab user interest. However, you must drive traffic to the page in the first place for your efforts to pay off.
The latest Benchmark Conversion Rate report looked at 33 million conversions on 44,000 landing pages and found a 4.6% median conversion rate across all industries. The average varies by business type, but a good initial goal is the median.
The takeaway is that you don’t just want to drive more traffic to your landing pages, but rather people who are qualified leads. You want highly targeted results of people most likely to convert into potential customers.
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How Do I Drive More Traffic to My Landing Page?
What ways are most effective at driving traffic to your landing page? You have the option of advertising, working on SEO, interacting on social media, and engaging on related topics.
Before you attempt to drive leads to your site, though, you must figure out who your target audience is. Take the time to dig into the analytics of your customer base. Who are you currently serving?
Once you have a collection of psychographics and demographics on your typical client, go ahead and create a buyer persona to represent them. Your job is figuring out where the persona hangs out online and which messaging they’ll most likely respond to.
Once you grasp who your audience is and what message you want to give them, it’s time to dig into the best ways to drive traffic to your landing page.
1. Write Articles as a Guest Blogger
Find blogs related to your industry and email the owners with an offer to write an article on your area of expertise. Make sure you aren’t just spamming the blog with an article selling yourself. Instead, ask for a single link back to your landing page and focus on pitching a topic their readers would be interested in.
Think about the pain points your clients deal with. What problem drives people to see your product or service for a solution? How can you offer tips to deal with the issue or analyze it? Once you understand pain points, coming up with article topics becomes much easier.
People don’t respond well to spammy articles. Make sure you’re offering value to the reader so they’ll want to click on your landing page link to learn more about what you have to offer. Ideally, the only links in your article will be to statistics or internal links to the blog itself. You can provide one link within your bio or at the end of the article if the site allows.
Put yourself in the shoes of the reader. Would you trust the advice of someone who only wanted to sell you something and not offer anything of value in return?
Gregory Ciotti got the word out about Help Scout by blogging all over pertinent websites. You’ll notice his work at sites such as CopyBlogger, LinkedIn and Muck Rack. Note how he uses his bio in the guest post example above to guide people to his page.
2. Gather Email Addresses
Email still works as an excellent marketing tool. Around 80% of retailers feel it’s the number one tool for customer retention, which can increase profits and make your landing page conversions soar. While new leads are important, you should strive to keep those who’ve already bought from you to see real business growth.
You can only drive people to your landing page if you have their email addresses, too. What type of magnet might encourage them to share their contact information with you? You could offer a free ebook, consultation, or webinar.
Your magnet should be something your target audience values and somehow ties into your product or service. What is the biggest problem your customers face? How do you solve it? Can you offer additional insights or advice to ease their pain?
General Assembly features a popup on its landing page to encourage you to sign up for a free workshop and get discounts on future offers. The form is to the point, asking for an email and two other questions. The call to action is bright and uses strong action verbs.
3. Refine Your Content
Your website content is a draw for your target audience. Make sure you create material that enhances their understanding of your industry. Take the time to learn how to write engaging pieces or hire a copywriter to do so for you.
Consider the way most people absorb information online. Write skimmable material they can digest quickly while on a break or waiting for an appointment. Use subheadings and bullet points to break up complex topics into manageable chunks.
Go back through all your blog posts and make sure you include internal links to your landing pages. Finding leads requires highly targeted marketing. Your content should draw in the right audience and then move them into the sales funnel.
Herschel does something unique with the content on its e-commerce site. It knows its customers love adventure, so it created a section called “Community of Travelers,” where the company shares images and videos of some of its customers doing daring things or experiencing life in other cultures.
The content is always fresh and unique. It’s also likely to attract the type of customer Herschel is seeking.
4. Utilize Search Advertising
What keywords are people using when searching for a product or service such as yours? Dig into the research and trends and figure out what language your audience uses when seeking a solution.
Once you have an idea of some popular phrasing, study your competitors’ websites. Use tools to figure out what keywords they’re ranking for and see if you can create content that better serves users’ needs. Can you do what they’re doing, only better?
Either choose different keywords that aren’t as competitive or ramp up your own content. Once you’re ready, pay for keyword ad placement on popular search engines. Analyze the cost per click (CPC), your average conversion rate, and how much each client is worth to you.
You can also advertise on social media by tapping into behaviors and interests. Most platforms allow you to dig down to things such as age, gender, and location. You can then refine those results by interests and behaviors.
For example, if you sell women’s golf outfits, you might have some research indicating your typical customer is a 45-year-old woman who lives in the suburbs and enjoys drinking coffee. You could then narrow your ad range to women around that age in a specific neighborhood in your area and choose an interest in coffee.
Of course, your specific parameters will vary, but the better you know your target audience, the more likely you’ll reach the people who will turn into leads.
5. Engage on Social Media
Social media is one of the best ways to reach new leads. There are approximately 4.48 billion social media users globally. More people are online than ever before, with 250 million joining in the last year. The majority of people also participate in at least one social media platform.
You can reach highly targeted leads on social platforms by posting topics your audience is interested in. Encourage current customers to follow you and share your posts. They are likely to have friends and family who are also interested in what you offer.
Word-of-mouth marketing is one of the most powerful tools you have to drive traffic to your page. Ask your followers to share what you do and the link to your landing page. Even if you only get a few clicks, it costs you nothing but a simple post to ask.
Make sure you interact with people who follow you. If they comment, respond. If they share your post, thank them for sharing. Ask questions, have conversations, and share their posts to your page. Social media is about relationships. The more engaged you are with your users, the more likely they’ll push your landing page toward people who will turn into new leads.
Glossier offers a #GetReadyWithMe campaign on YouTube, which allows the company to showcase fans using various products. It gets user-generated content, and the fans get a chance to share what they love most.
6. Establish Yourself as an Expert
If you want to attract people interested in what you have to offer, you must establish yourself as an expert in your field. What do you know better than anyone else about your business? How can you help your customers?
Once you have a few topics in mind, create videos, articles, and webinars on the subject. Give speeches to local groups. Each time, share the link to your landing pages. If you target the right audiences, you’ll gain traffic to your landing page. The visitors will be part of your target audience and much more likely to convert to leads.
Scarves.com features a style blog that offers tips on what to wear, how to tie a scarf and other fashion advice. It uses the guides and DIY section to establish itself as an authority on the topic of fashion. People are much more likely to turn to it for advice when selecting a specific scarf to purchase.
7. Add Podcast Sponsorships
Who are the other experts in your industry? Look for people who are not your direct competitors but understand topics your customers need to know more about. Once you have a few experts in mind, seek out the ones with podcasts.
Approach them and offer to sponsor their podcast in exchange for a mention of your landing page. You could also go on the podcast as a guest speaker and tell people your website address. Ideally, the host will also mention the landing page, which seems less spammy and reinforces the address with listeners.
Podcasts grow in popularity each year. More people than ever listen to them while working, driving, and exercising. With that in mind, make sure the link to your landing page is easy to remember.
People may plan to visit your website but fail to remember a lengthy address. Make it as short and memorable as possible, or send them to your home page to avoid losing potential leads. You can always filter them to the landing page from there.
8. Find Influencers
According to Business Insider, nearly 68% of marketers in the United States will use influencers this year. The number will hit 72.5% by 2022. However, you can throw a lot of money at influencers without seeing results.
You must first start by finding people whose followers match your target audience most closely. If you sell hair products, a blogger might give tips on how to style your hair, for example. Think about where your customers are most likely to hang out online and seek influencers who reach them effectively.
Once you find a few influencers with audiences matching your customers, look at how engaged their followers are. Do they share posts from the person? Do they comment, like, and get conversations going?
Working with influencers requires a lot of finesse, so pay attention to other campaigns the social media personality has completed. Were they creative and well-suited to each brand? Do your research before reaching out to those you’d most like to work with.
Kendall Jenner teamed up with Moon to promote some of its products. Above, she posts an image on Instagram and tags the company. The post gathered over 5 million likes and numerous comments, offering lots of opportunities for engagement.
Your influencer doesn’t have to create the same reach Jenner does. They simply need to reach your target audience and create opportunities for engagement.
9. Remember Offline Efforts
Just because you’re driving traffic to a website doesn’t mean you should ignore offline promotional efforts. People often interact with brands at a local art fair or trade show. They might even come into your brick-and-mortar location.
However, if you sell a high-ticket item or something customers must consider before buying, they may walk away without purchasing anything. Putting a card or paper in their hand with your landing page address is a smart move. They can do additional research at home and move through the sales funnel.
Offer an incentive for them to visit your website, such as a free app they can download or an ebook. If possible, collect their email address while they are in front of you. Tell them you’ll send them a reminder and then set up an automated series of emails that go out to those you add manually to your mailing list or a specific audience segment.
10. Answer Questions
Online forums and communities offer an excellent opportunity to get your name out there. Comment on other blog posts, but not competitor sites. You wouldn’t want your competition to post on your pages! Establish your expertise.
Approach this method with some caution. Many blogs will link your name to the website page you input, so choose your handle carefully. At the same time, don’t spam the forum or community. No one likes relentless self-promotion. If you don’t have something of value to add to the conversation, don’t speak.
Tulsa Custom Floor Coatings provides a forum for people showcasing their projects and to answer questions and offer help. It includes some photos of its work for inspiration.
Be Prepared for the Extra Traffic
Driving more leads to your page means you’ll have a bigger pull on your bandwidth and more potential customers coming in every day. Make sure you’re prepared for the extra traffic coming to your landing page. You want users to have an excellent customer experience once they land on your site.
Make sure your server can handle the extra traffic. You may need to upgrade to a virtual private server or dedicated account. Slow speeds will cause those new leads to bounce away before they share their information.
Hire and train additional customer service reps so you can respond to inquiries almost immediately. You may want to add live chat and a toll-free number if you don’t already have one in place. Be ready for the increased number of potential customers so you can take advantage of the growth opportunity.