Why You Need a Landing Page for Your Business

Create a Home for Your Marketing Offers - Macaulay Gidado

A Landing page is simply a web page for capturing the information of visitors that land on the page. It typically does this through a conversion form, also known as a lead-capture form.

A good landing page does the following:

Targets a specific audience

Why You Need a Landing Page for Your Business - Macaulay Gidado

For instance, leads from a pay-per-click ad, traffic from an email campaign, or blog visitors.

Offers the audience something of value

Why You Need a Landing Page for Your Business - Macaulay Gidado

For example, a downloadable informative e-book, a webinar, a free trial, coupons for a product, and so on.

Captures visitors’ information

Why You Need a Landing Page for Your Business - Macaulay Gidado

That’s including who they are, how to reach them, and why they offered you that information.

Convert as many of the visitors as possible into leads

Why You Need a Landing Page for Your Business - Macaulay Gidado

It does this by combining Points 2 and 3 above. This means enticing visitors with a valuable offer (as stated in Point 2) but only giving the offer to them when they have fulfilled Point 3 (that is, offered you their information by filling out a lead-capture form). Example: having visitors sign-up to get your free informative e-book.

A Little Bit About How Landing Pages Work

Why You Need a Landing Page for Your Business - Macaulay Gidado

Problem: John recently bought a horse, but he knows very little about grooming horses. He needs help.

Problem Solver: You groom horses for a living, and you run a blog about owning and taking care of horses. You need clients. So you create a landing page and connect it to your blog or ad campaign using a call to action.

John Seeks a Solution: John searches “how to groom a horse” on Google Search and Google leads him to your blog or ad campaign. He reads your content on grooming horses and at the end finds a call to action prompting him to download your free e-book on grooming horses.

What John Thinks: He needs help grooming his horse, and he thinks your e-book might be helpful. In other words, valuable.

What John Does: John clicks on the call to action and it takes him to your landing page. The landing page asks him to register in order to download the e-book. Now, he has no choice. He needs that e-book (value). So he fills out the form with his information.

Conversion: You now have John’s information. You can now entice him with more offers or perhaps get him to hire you to groom his horse. Chances are that after reading the e-book and noticing your expertise in the field, he would come running back to you to groom his horse.

The above example isn’t the only way a visitor could move from a stranger to a lead. Visitors can also find your landing page through PPC, referral traffic, social media, email, a website, or even directly, perhaps, because you shared the link to the landing page somewhere.

The most important set of things is to set up the landing page and make it easy for your targeted audience to find it.

Difference Between a Landing Page and a Full Website

Why You Need a Landing Page for Your Business - Macaulay Gidado

A website is meant to be informative, to give visitors information about your brand and product/service, to educate your visitors, to establish your expertise in a certain niche topic, and so on. A website can also aim to convert those visitors to leads. However, it’s not focused or concise enough to convert visitors before they get carried away.

A landing page, on the other hand, is meant specifically for driving conversion. It’s succinct, persuasive, and compels visitors to make the decision you want them to make in the shortest time possible. It’s like a funnel through which prospects from a website or a marketing and promotional campaign flows into your leads pool.

Make no mistake, a landing page can’t function alone. It will not convert visitors to leads if no one lands on it or if no one knows it exists.

Why You Need a Landing Page for Your Business - Macaulay Gidado

  • First, you need to create it.
  • Second, you need to get it noticed. Make it easy to be found.

Therefore, you need to direct visitors to the landing page from one or more of the following places:

  • A blog you run.
  • Your website.
  • Search Engine
  • A marketing/promotional campaign.
  • Social media.
  • Email marketing.
  • Referral traffic.
  • Forums and online places where you share the link to the landing page.

Fail to do that and your landing page would simply be a fancy web page sitting in oblivion on the internet.

Four Benefits of a Landing Page

Why You Need a Landing Page for Your Business - Macaulay Gidado

Generate More and Better Leads

Why You Need a Landing Page for Your Business - Macaulay Gidado

Of course, a website or blog can generate leads, but a landing page does it better. It captures leads at a much higher rate. That’s why many successful companies that have a website or/and blog also have landing pages. Many even use landing pages as their websites’ home pages. For higher conversion, you might need to have multiple landing pages, each targeting a specific audience demographic by making them an offer unique to them.

Create a Home for Your Marketing Offers

Why You Need a Landing Page for Your Business - Macaulay Gidado

Website visitors looking for informative content typically frown at marketing offers, especially when they are not interested in the offers they are seeing. This makes putting marketing offers on your blog or website dicey. It can piss off your visitors. This is where a landing page comes in. It simply separates those marketing offer from the informative content on your site or blog and gives them a separate home to live.

Also, marketing offers are simply meant to convert users, to motivate them to purchase a product or service. It thus becomes reasonable to put the offers on a page designed specifically for conversion.

Gather Information About Your Audience

Why You Need a Landing Page for Your Business - Macaulay Gidado

Do you know that your marketing and sales team gather valuable demographic information whenever a visitor fills out a conversion form on your landing page? The information can help your team understand the type of people that are converting because of the offer made on the landing page. It gives them a better understanding of the type of people interested in the product or service associated with the offer on the landing page. This will help make your targeting more direct and efficient.

Improve Your SEO

Why You Need a Landing Page for Your Business - Macaulay Gidado

Ask yourself this simple question: when last did you click to the second or subsequent pages of a Google Search result? You probably don’t remember. This suggests that pages that don’t appear on the first page of search results are doomed to be ignored by search engine users. In fact, 68% of the time, search engine users only click on the top five search results on Google’s first page. Therefore, if you truly want organic search traffic, you need to be one of the top five results for search terms relevant to your brand. By creating multiple landing pages, you get multiple chances to rank high in relevant searches.

And when you rank high, your landing pages attract more visitors, and more visitors translate to higher conversion.

Now that you have the benefits of landing pages at your fingertips, don’t dawdle further. Go and develop your own landing pages and start converting more leads.

This article also appeared in Macaulay Gidado’s Medium Publication.

Why Businesses Need to Start with an MVP

Why Businesses Need to Start with an MVP Macaulay Gidado

Every successful business started somewhere. In fact, most started small. Think Twitter, Airbnb, Foursquare, and so on. When these businesses were launched, they weren’t as grand or multi-featured as they are today. They all started with a minimum viable product (MVP) and then grew gradually from there.

Take Airbnb as an example.

Why Businesses Need to Start with an MVP Macaulay Gidado

Two men, Brian Chesky and Joe Gebbia, started by cheaply offering their apartments to people that participated in their hometown conference. They did this to raise money to pay rent. So they designed a simple website showing photos of their flat. It didn’t take long and the demand for the service began to grow really fast.

Today, Airbnb doesn’t just connect hosts to guests, but also connects people seeking adventurous and unusual experiences to people offering those experience. This didn’t happen overnight. Airbnb started with an MVP and then scaled gradually.

So What’s an MVP

Why Businesses Need to Start with an MVP Macaulay Gidado

As mentioned above, it means minimum viable product. It’s simply that product of your dream, which is also valuable, but which requires a minimum amount of resources to create. It simply means starting small.

Think of it as a mango seed. It’s a single thing–valuable, easy to plant, and doesn’t need you to focus on multiple things at once. You plant the mango seed. It gradually grows, developing new branches and leaves, then bearing flowers and fruit. That’s how many successful businesses grow from an MVP to a giant corporation.

Why Start with an MVP?

Reduce Development Cost

Why Businesses Need to Start with an MVP Macaulay Gidado

A minimum viable product is one that requires the least amount of resources to create. According to a report by Go-Globe, 29% of new businesses run out of money before they are fully established. Don’t try to do it all at once. That would only push up your development expenses and before you know it, you are out of money. Start with a product your resources can handle. Then add more features as you grow.

Do a Test Run

Why Businesses Need to Start with an MVP Macaulay Gidado

How do you know for certain that people are interested in (and will buy) the product you want to create? In the beginning, all you have is a viable product. That it shares similarities with a popular product doesn’t necessarily mean that people will be interested in yours. The only way to truly know is by doing a test run with an MVP. By starting with an MVP, you would be able to understand how interested people are in your product and then gradually introduce new features from there.

Receive and Use Feedbacks

Why Businesses Need to Start with an MVP Macaulay Gidado

Which one is easier and better? Using great feedbacks to add valuable features to a simple product? Or dismantling a multi-featured product and doing away with some already-built features so you can incorporate feedbacks into the product? An MVP allows you to start small and then add desirable features by utilising feedbacks.

Save Time and Money

Why Businesses Need to Start with an MVP Macaulay Gidado

Don’t spend a year and lots of money trying to build a fully developed business when you can spend a month and a smaller amount starting with an MVP and then growing from their to become fully established. Ask yourself this question: what if after spending a year and all that money building that full-blown business, it doesn’t connect with people? That would be a whole year and lots of money wasted. By starting with an MVP, you can course correct as you go.

Get Your First Paying Customer and Grow from There

Why Businesses Need to Start with an MVP Macaulay Gidado

Don’t spend too much time building your product that you forget you are doing it to make money. Remember, to make money, you need customers. And using forever to build a complex product isn’t going to help you get those customers.

First, you need something simple. Something that solves just one problem. Something you can sell to one person. That’s where an MVP comes in. If you can sell that product to one customer and the customer likes it, chances are that they will tell their family and friends. From there, you begin to get more customers and grow.

Find out how Macaulay Gidado can help grow your new business.

Five Powerful Tips That Will Help You Generate Sales Leads Online

Five Powerful Tips That Will Help You Generate Sales Leads Online - Macaulay Gidado

With many businesspeople desperate to grow their companies on the internet, the number of options on generating leads and sales online has escalated. Worse, most of them amount to nothing.

Of course, there is no one proper way to generate leads and sales online. What works for one businessperson may not work for another, and vice versa. It’s up to these people hoping to maximise growth online to search and discover what works for their businesses.

Here are some effective ways to generate sales leads, tips that deviate a tad from the regular ones online today. Therefore, do not expect to see SEO broadly or specifically discussed. While it is a good means of generating sales leads, it has become all too rampant.

Set up a website

Five Powerful Tips That Will Help You Generate Sales Leads Online

Every business has to have a base of operation. This isn’t only true for brick and mortar businesses. Whether you have an offline office or not, a website is essential if you hope to tap into an online audience.

Of course, you could operate your company’s online presence using a Facebook or LinkedIn Page. But that would not be as effective and flexible as using a website. Not when websites entail informative pages where visitors can learn things they need to know about your company.

To set up a successful company website, you will need a befitting domain name. A reputable web hosting service. A creative website designer. Compelling content. And more.

A website is the converging point for all your online content, the core of your internet presence. If someone should find you on Facebook or in a forum, the page should be able to direct him or her to your website.

Here is a step-by-step guide to creating a website for your business.

Create properly targeted content

Five Powerful Tips That Will Help You Generate Sales Leads Online

Whether you are posting content on your blog or social media, it is vital that you focus on the niche of your business. If you sell fiction books, then talk about fiction writing or novels without sounding like you are advertising. You can even break the niche down by talking about a specific genre of fiction—the genre you write or sell, obviously.

That way, you can filter out those visitors that aren’t interested in what you are selling. There is no point in having a hundred thousand blog followers when none of them cares about your posts, much less want to purchase what you offer. Alternatively, just ten followers who care deeply about your products and would order them anytime and any day are more valuable.

Send out newsletters

Five Powerful Tips That Will Help You Generate Sales Leads Online - Macaulay Gidado

Sometimes, some site visitors require a nudge or two to care. If a visitor was interested in your content enough to opt in for your email subscription, then it is very likely that that person would be happy to find your newsletter in his or her inbox and to even purchase your products or services.

With newsletters, you take the content to your audience. It is similar to what salespeople do—they call and call. They even pay prospective clients visits.

As an entrepreneur hoping to reach a wider audience online, you need to be proactive. The blogosphere is saturated. If you want to get heard, you need to be in your prospective clients’ inboxes. Learn the basics of good newsletters. Send out newsletters twice a month at least.

Be real on social platforms

Five Powerful Tips That Will Help You Generate Sales Leads Online - Macaulay Gidado

While social media platforms are massive sources of prospective leads, they require patience and extra efforts in order to become tangibly valuable. Most people make the mistake of going over to Facebook or Twitter and marketing away immediately, posting links and product images. In the end, what do they get? A few clicks that amount to nothing.

The key to generating leads via the social media is ‘getting people there to value you’. It sounds simple, but it isn’t. There are two ways you can be valuable on social platforms—either you become a friend worth having around or you become influential through meeting people’s needs.

It’s only then that people who know you on social platforms would care to check out your website or products. Why? Because you’ve got them curious.

Make use of keyword phrases

Five Powerful Tips That Will Help You Generate Sales Leads Online - Macaulay Gidado

Whether you want to advertise using Google AdWords or Facebook, whether you prefer to go it alone using proper search engine optimisation to drive traffic from search engines to your website, you must first understand how keywords work so you can better use them to target a specific audience.

The crucial point is selecting a relevant few that represent your brand and the terms people use when searching for the types of products and services you offer.

Find out how Macaulay Gidado can help your business generate sales leads.