If you’re just sending all of your home builder web traffic to your home page, you are probably missing out on the site’s full conversion potential. In fact, you would almost certainly be turning more anonymous visitors into prospects if you were using landing pages instead. Here’s what you need to know about what landing pages are and how you can use them to get more bang for your web marketing buck.
What Are Landing Pages?
Landing pages are specific pages on your website designed to promote one feature, offer, product or service. They are used to funnel customers who find their way to your website via search engines (rather than routing everything to your home page.)
This is a very good idea if you use paid advertising on search engines, because if Internet users are reaching your page based on a specific search term – particularly if it’s a very specific, long tail keyword – they’re close to making a decision already. Entering your site on a page that is related to their interest is a great way to funnel them toward taking the next step and contacting you.
When Should You Use Landing Pages?
Ideally, you should create landing pages for all of the products and services you are actively marketing. Any products or services that you are willing to run paid ads for are great candidates for landing pages. Some examples of this would be:
- Quick delivery homes in a particular city, town or subdivision
- Custom home building in a specific town or suburb
- Specific renovations or additions, such as basement finishing or kitchen upgrades
- Any products or materials you have a specific dealership or distributor deal for
Essentially, any product or service your prospects will find by using a specific, multi-word search term (“new homes in x” or “basement refinishing cost”) would be a good candidate for its own landing page, as these people are already looking for specific information, indicating that they are already fairly far along in the purchasing process.
What Should Go On Your Landing Page?
If you were running a web store, then your landing page would probably be the product page itself. Since home building is a little more complicated than making an online purchase, however, your goal should be to use your landing page to encourage contact or conversion to a lead. Here are a few ways you can do that:
- Restrict the information on the landing page as closely as possible to information related to the search term.
- Stick to one product, service, development or offer per page.
- Include a clear and easy-to-use contact form, sign-up form or button.
- Make it simple to sign up. Many visitors will balk at complex forms, so make sure that yours requires the minimum information. Name, email address and phone number should be all you need to get a prospect into your funnel.
Think of your home builder landing page as the equivalent of sending a sales rep out to a client who has expressed interest in a particular development. They’re going to focus on the development the prospect is already interested in, or something very similar. If you keep the same kind of sales focus on your website’s landing pages, you will almost certainly get more leads from your site.