It’s a fact: the more landing pages you have the more small business leads you generate. HubSpot reports a 55% increase in leads when increasing the number of landing pages from 10 to 15.
Landing pages are at the heart of the lead conversion process, which includes:
Call-To-Action > Landing Page > Thank You Page
But before you get to any of this, you need something else first, the thing that triggers the entire lead conversion process: the Offer!
Keep reading to learn what constitutes a good offer and get 12 examples of what you can use as an offer for your own lead generation success.
While the sole purpose of the landing page is to convert website visitors into leads, without a compelling offer no visitor is going to convert.
An offer is like a carrot that we dangle in front of the site visitors to tempt them into giving us their contact information. If the offer is useful enough to them, they'll happily give us their contact information in exchange for it.
So, what constitutes a good offer? What compels your landing page visitor to exchange her personal information in return for your offer?
What You Can Offer
You want to have a range of offers that appeal to your different customer segments and personas. This way you ensure that no matter who hits the site there's a carrot that will appeal to them.
Here’s a list of 12 different types of offers (Tweet this!):
- Free Samples: Offer a free sample or a free consultation as a way for your prospects to experience your product or service.
- Tip or Fact Sheet: Create a tip sheet that outlines how your prospects can do their job better. For example, you could create a Tips Sheet on "Writing a Compelling Email Subject Line."
- How-To Guides: Create simple guides for your prospects to download that help them do their jobs better. For example, create a guide to preparing for an initial sales meeting.
- Checklist: Create a checklist of steps your customers can take to address a need that your product or service addresses. For example, a checklist for what every successful salesperson needs to do on a daily basis to create a healthy pipeline.
- Top 10 Industry Trends: Document the ten latest trends impacting your industry this year. Write a short summary on ten new industry developments or write what you think will be the ten biggest changes to the industry during next year.
- Infographics: Create an infographic to visually represent industry trends, marketplace competition, or other sets of information that your prospect may be able to use in his or her daily job.
- Common Questions: Write down the ten or 20 questions (or more) you most commonly hear from your prospects with respect to the problem your product or service addresses and then create a tip sheet or guide that answers each question. (Tip: these questions and answers also become excellent topics for your blog posts :-)
- Whitepaper or eBook: Compile three to five blog posts that discuss similar topics and combine them into a whitepaper or eBook. You can also write a whitepaper or eBook from a previous research study or data set. Or, go to LinkedIn Answers and find every question and answer that relates to your industry. Compile them together in an eBook format.
- Kits of Material: Once you have a bunch of content and offers, compile some of your related eBooks, guides, tip sheets and blog articles into a compelling Downloadable Kit offer. Another example is to compile your sales material and package this material into a toolkit visitors can download.
You want to create offers that appeal to new visitor to the site (those whose contact information you do not currently have) as well as existing qualified leads in your system.
The nature of these offers will differ slightly, depending on the segment or persona you are targeting, but the way offers work is the same no matter what: create content that is relevant and helpful to your prospect – content that they will actually want to download and use – which is the best way to generate qualified leads.
To learn how to optimize your Offer to generate more leads online, download digetry's free Guide: