Developing your MSP Website: A Guide to Landing Pages

Scott Calonico

Have you built one or more landing pages into your MSP website? If not, you are missing out on one of the most effective ways to convert site visitors into sales leads.

In simple terms, a landing page is a single page of your website that you use to deliver concise, clear service information to potential customers. Ideally, you also use it to attempt to gather some information such as a prospect’s contact name, email address and phone number.

The general idea is to make the landing page the first contact that potential customers have with your company website if they click on a search result or sponsored link. You can also use social networking “hooks” to lead people to a landing page.

It’s well known that people have very short attention spans when browsing the Web; if they don’t quickly find what they’re looking for, they will click the “back” button and browse elsewhere. For this reason, it’s essential that your landing pages are well thought out and effective. Here are some tips:

Provide a Concise Message

Creating brief, compelling text for a landing page is not an easy job. You must condense your message into just a few short paragraphs, but in a way that is sufficiently interesting to make readers feel they need to know more.

Consider Enticements or Offers

A common tactic is to offer something free or at reduced price to readers who wish to find out more. This could be a free report or eBook, or perhaps a free technical site survey. The idea is to offer something sufficiently tempting to persuade readers to provide their details, allowing you to begin the next step of your sales process.

Provide an Easy Sign-up Procedure

If you are using your landing page to attempt to collect customer information, you will need to integrate a simple sign-up form within the page. It’s best to keep it simple, as long forms will send people reaching straight for that “back” button.

Request Useful Information

A name and an email address is often enough to begin a dialog with a potential customer. People are often reluctant to provide a phone number, but you could include an optional field for it within your simple contact form. Much of this depends on whom your landing page is targeted to. For example, if you have a landing page focused at a geographical area and you are offering a free site survey, people may be more inclined to provide a phone number.

Restrict Navigation

While you won’t want to give people arriving at the landing page an easy way to navigate elsewhere quickly, it may be a good idea to provide a small link to the rest of your website. However, design the page in such a way as to ensure that readers digest the message before moving on.

Use Analytics

It’s essential that you know how well your landing page is working. Use Google Analytics or similar to gain useful insights into matters such as how long readers stay on the page, whether they complete your sign-up form, where they have come from, and where they go next.

Landing pages are worth spending time on. A successful page, once optimized, will bring you sales leads in a relatively effortless way – and no MSP should say “no” to that.

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