Search…click…land…

This is how people find your website! Once they land on your website, what happens? Do they stay and interact with your site or do they move on to a competitors prettier, more visually interesting  and interactive landing page? Can you afford to be losing business because of a poorly designed landing page? Did you know that an effective landing page strategy can improve conversions by over 50%?!

A landing page is a single web page that appears in response to a visitor clicking on a search engine optimized (SEO) search result. While many commercial real estate businesses use landing pages, research shows most of these pages are under-utilized and don’t do a good job at converting a visitor into a customer. Most web pages are not designed to win customers and tend to be underwhelming and without a call-to-action. The same way a good website is designed to influence a visitor to take action, a good landing page will create the same opportunity. Your landing page should facilitate a very specific action that you want your end-user to take in direct relation to your business objectives. You should build a new landing page for each new marketing campaign and have one specific offer for each landing page. By linking a landing page to a specific campaign you can then see which channels are bringing in the most leads and tweak future strategy based on your campaign results.

While the purpose of a landing page is to increase lead generation, landing pages can be used for a variety of efforts. Commercial real estate businesses can use a landing page to drive visitors to their events, showcase new listings or transactions, enroll people in email newsletters or to personalize their social media profile links. By sending your social media platform connections to specific landing pages that are personalized to each network, you can deepen the connection and enhance the engagement in those networks. Ultimately, if designed well, your visitors become conversions which typically leads to more customers, which means more money for your business.

Additionally, landing pages play a huge part of SEO value. The more landing pages you have, the more chances your website will rank higher in search engine results. The higher your website ranks, your conversion rate also increases.  

*Landing Page Fun Fact:

The first five search results account for nearly 70% of all clicks whereas positions six through ten account for less than 4%. Additionally, companies with 40+ landing pages get 12 times more leads than those with 5 or less. It pays to be at the top! 

If your landing page wasn’t designed, written and developed with a conversion objective, you are more than likely losing potential customers to competitors who have put more thought behind their landing pages. If you’re wanting to increase your search engine optimization (aka “rank higher”), pinpoint your demographic, generate more leads and score more conversions, it’s time you get the help you need and develop winning landing pages.  At Built to Suit Brands, the entire process is made simple when utilizing our commercial real estate service offerings. Our experience and specialization in marketing commercial real estate has given us the ability to develop the most comprehensive list of marketing solutions for the commercial real estate industry. For details on pricing, visit commercial real estate marketing plans. Let us help you maximize the potential for lead generation and customer conversion!

* Fun Fact Source: Marketing Benchmarks From 7,000 Businesses report