I was asked by a client and friend, what would the purpose be for publishing many landing pages, including micro-sites that function as landing pages. The uncomplicated answer is that landing pages work as a lead generation tactic (also known as “lead-gen”, lead capture). But it’s more specific and complicated than that.
Let me give you some examples of landing pages and how they work to systematically drive traffic, and why/in what form you’d want to set these up.
As a copywriter, I’m talking about landing pages that repeat the main message, but spin it for different search terms. Creating landing pages that focus on one primary keyword phrase for each landing page, with a slightly tuned message for each, does the work of bringing in traffic via drilled-down keyword combos.
These can be long tail keywords, but they can also be “medium tail keywords”. (I don’t know if that’s actually a term – I just made it up now.)
Landing pages work really well for franchises. Here’s how.
If you’re looking to get the word out about your franchise (state-wide, or even globally), keyword-targeted landing pages that kickstart lead gen are a perfect way to do it. How?
You’re opening locations all over the US, and need peeps to start knowing your name. After all, if you used your own name as the primary keyword phrase, no one would find you because no one knows your name yet, so that’s not what they’re looking for.
You have to find out what they’re looking for, meaning what phrase they’d be likely to type into a search box. That’s the primary keyword phrase, PLUS your town/city.
Can I get an example of a primary keyword phrase, targeted for local search? Of course.
What’s your business? Let’s say it’s something like a doggy daycare center and you’re opening locations in NYC, Boston, Philly, Miami and Chicago to start.
The name of your biz is… “Mrs. Barker’s B&B”… BUT again, no one knows your name yet. They’re more likely to search “doggy daycare + [their city]”.
So you purchase domains to make mini sites using that phrase, which serve as landing pages to drive traffic via SEO.
Your lead-gen strategy will be to publish micro-sites that function as landing pages.
So you buy and make landing pages for these domains:
- doggydaycareboston.com
- doggydaycarephilly.com
- doggydaycarephiladephia.com
- doggydaycaremiami.com, etc.
Now you need strong sales copy to address the problem that your reader is likely hunting for a solution for, online. The problem is: “I want my dog to go to daycare while i’m at work” etc.
So you open your landing page message with theat lead-in… then you introduce your doggy daycare facility, Mrs. Barker’s B&B or whatever you’re calling yourself.
Follow the expected landing page copywriting formula:
- State the problem.
- Present the solution (your company’s products/services)
- List the main advantages
- Bullet out what your dog gets
- Show pics of the center
- Invite readers to book a free tour
- Drop your SIGNUP FORM to collect leads…
…and repeat this message but vary the wording for all the domains you bought, then publish them all…
Now you’re doing lead-gen for your doggy daycare franchise locations all over the country… and people are signing up to hear more about “Mrs. Barker’s B&B”.
Eventually, in finding content of this type posted on the web in the form of landing pages, and in hearing from you periodically via email after they sign up… (“Hey! Here’s why tails are wagging this week at Mrs. Barker’s…”)
… they gradually come to know your name, they tell their friends about your facility… you’ve essentially branded your company and put your name on the map using this technique… and the landing pages will stay online, maybe with a refreshed and updated message every so often as things change in your business.
And this is how you’ll continue to collect leads who fall into your pipeline and may become customers, or tell their friends about you who may become customers… and so on… and so on.
That’s just ONE way to use landing pages to grow your reach online. It’s like a tree, and the landing pages are the branches that extend out to push your message farther and wider. See?
Need landing pages written?
We’ve got able-minded copywriters who crank out landing pages like it’s their job (because it is).
Email hello@jerseygirlwebsites.com for a high-volume landing page quote today. Or fill out the form on our contact page. The more info I get from you, the better I can serve you.