According to Unbounce, a landing page is a standalone web page created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on a digital ad. Landing pages are valuable tools for attracting leads and promoting telecommunications content.
Telecommunications buyers typically don’t want to or expect to talk with a salesperson until they’ve sufficiently educated themselves on their problem and have a general idea of what they want the solution to be. Even though they initiate the search and will likely land on a blog article first, landing pages play a significant role in converting them in to leads.
If your telecommunications brand is already utilizing inbound marketing, you're 2 steps ahead of the competition. If someone is higher up in the funnel and they come to your blog article through search, they're less likely to convert because they're still defining their problem. The good news is that as long as they have a good experience and find relevant content, you can move them further into the funnel. Through a retargetting platform, you can easily incorporate landing pages into your strategy and increase the chances of re-engaging a first time visitor, converting them into a lead, moving them through the funnel, and converting them into a customer.
In order to do so, your landing pages need to be carefully designed according the best practices because you have such a short time to capture their attention. According to Hubspot, 55% of users will leave a landing page in 15 seconds. This can be attributed to a variety of reasons so it's important to consider landing page best practices. Without further adieu, here are the 10 landing page best practices for telecommunications brands.
1. Create landing pages for each phase of the buyer's journey. You create ads for each phase of the buyer's journey (if you're not, you should be). Your landing pages should be no different. Telecommunications buyers have different informational needs at each phase of the buyer's journey so landing pages should cater to that- creating a path to conversion. Consider your buyer persona's needs in each phase. When landing pages cater to their specific needs with relevant content, trust is built between your brand and theirs.
2. Provide information for all stakeholders. In the B2B sector, there are typically many decision makers involved in the decision to buy. Finance, IT, end-users, and executives want to know will all have different needs or priorities that can be addressed through custom landing pages.
Once a visitor has converted to a lead, through marketing automation software and retargeting, your can send them down paths specifically designed for the factors they deem important in the buying decision. For example, an executive is probably going to want to know about ROI. Create a landing page to help them calculate the ROI they may see through your telecommunications products.
3. Visually demonstrate complex ideas. If you don't dabble in telecommunications every day, products and concepts can be complex. When this happens, visuals are a big help in driving understanding. Videos, GIFs, diagrams, animated videos can help telecommunications brands convey complex ideas and increase conversion rates.
4. Demonstrate success. This tip is for telecommunication leads who are further down in the inbound marketing funnel. Utilize landing pages to toot your own horn. On the landing, detail highlights of your success with a similar client and offer a relatable case study as a download. Since the lead is more likely in the decision stage of the buyer's journey, they'll be more willing to submit additional information in order to receive the download. Demonstrating your success adds authority, demonstrates skill, and showcases your previous/current clients.
5. Focus CTA buttons on goals not processes. Your CTAs should inspire action. Avoid using overly simplified terms like "Download" or "Submit". Inspire action by amping up your CTAs. Use phrases like "Try It", "Get the Demo", or "Read it Now".
6. Place CTAs above the fold. CTAs should always be highly visible so that your visitor knows exactly what to do. People who land on your page should be able to quickly understand what they need to do next and what will happen. Make sure to test CTAs on mobile devices and offer your visitor multiple opportunities to convert.
7. Craft well thought-out headlines. Headlines should grab attention and immediately answer the questions "why am I here?" or "what does it do?". Headlines are one of the biggest reasons people bounce off of a landing page because they don't find them interesting, understand them, or it doesn't appear relevant to their needs.
You also want to make sure that the copy on your landing page matches the copy at the referring source. For example, if your traffic is coming from someone who clicked an ad on your social media, similar language should be used in the landing page's headline. The referring source sets expectations on what'll be on your landing page.
8. Keep your landing pages free from distraction. Before launching your landing page, do the "blink test." Look at your landing page for five seconds. Do you know what your landing page is about? What the value proposition is? How to get the offer behind the landing page? If you can't easily answer those questions, your page is probably cluttered or not laid out well. A cluttered page usually results in a distracted, confused, or overwhelmed visitor who will likely bounce.
Hubspot found that removing top navigation improved conversion rates on their landing pages. This ensures that whoever is on your page is able to more clearly focus on the headlines and CTA. Once they get to your thank you page, there is your opportunity to allow them to explore the rest of your site.
9. Utilize thank you pages. Thank you pages are on the surface a way of being polite and thanking a lead for their interest. These landing pages, however, serve another purpose. Thank you pages are a way telecommunications brands can extend and interaction with a lead by suggesting additional relevant content, asking them for a social media follow, or inviting them to subscribe to an email list.