Using Marketing Landing Pages to Move Prospects Through Your Funnel

Last updated on by in Conversion Optimization, Landing Page Examples



In about the time it takes to blink, online search users form a first impression about your brand. That means, 0.05 seconds is all people need — and you can’t afford to be on the wrong end.

Knowing this, it’s easy to understand why making an extraordinary first impression is crucial.

So what’s the best way to accomplish this? A marketing landing page.

What are marketing landing pages?

A marketing landing page is a standalone web page created by digital marketers that uses a combination of persuasive elements like testimonials, benefit-oriented copy, and engaging media to convince its visitors to take action on an offer. The offer could be a newsletter subscription, sign up for an account, download a white paper, purchase a product, and more.

Marketing landing pages aren’t just effective for making impactful first impressions, though. These pages can be used throughout each stage of your marketing funnel and the buyer’s journey to increase engagement and leave a positive, lasting impression on your prospects.

Breaking down the marketing funnel

A marketing funnel is a customer acquisition model of the journey that your clients take with you — from their very first impression of your brand to the time they convert into a customer. Marketing funnels have many parts, but the three main stages are awareness, consideration, and decision.

Awareness stage

The awareness stage is the top of your funnel, before prospects even know who you are. They’re aware they have a problem that needs solving, and what type of product or service they’re looking for, but they don’t yet know your company can solve it.

Consideration stage

The second level of the funnel is the consideration stage. Here, prospects have identified your company as a potential solution, and they’re trying to get to know you better. As they evaluate you and your competition, their goal is to discover your level of knowledge, authority, and trustworthiness to narrow down their options.

Decision stage

At the bottom of the funnel is the decision stage, where your lead makes his or her decision. Prospects know they have a problem to solve, have evaluated their options, and it’s now time to make their decision. Will your company be the chosen one?

Throughout each of these funnel stages, a landing page makes it more likely that prospects stay engaged with your brand and move closer to purchase. Meaning, you increase your chances of turning prospects into leads and leads into customers. (For more information how to use landing pages at the top of the marking funnel, check out this guide.)

How are brands using marketing landing pages?

Since marketing landing pages are effective for driving brand awareness, traffic, and sales; companies often use them throughout their entire marketing funnel.

Let’s take a look at how some brands do this.

(For shorter pages, we’ve shown the entire page. However, for longer pages, we only displayed above the fold. You may need to click through to each page to see some of the points we discuss. Also, keep in mind that some brands may be A/B testing their page with an alternate version than is displayed below.)

Offers in the awareness stage

Marketing landing pages used in the awareness stage are great for making killer first impressions. Pages in this stage are typically used to provide people with initial information about your company, increase blog subscriptions, and generate downloads of tip lists, ebooks, and white papers.

Here are two examples in the awareness stage:

Health Coach Institute

Health Coach Institute created this landing page to provide prospects with more information on becoming a Life and Health Coach:

What the page does well:

What could be changed or A/B tested:

WorkCast

WorkCast uses this landing page in the awareness phase of their marketing funnel to generate free eBook downloads:

What the page does well:

What could be changed or A/B tested:

Offers in the consideration stage

In the consideration stage, your prospect knows who you are and is now evaluating you to see if your company is the best solution to their problem.

The most common offers in this stage are webinar registrations, case study and report downloads, and free samples — all assets that will give prospects a deeper look into what you can offer them.

Notice that in the two examples below, the forms are a bit longer than previous examples in the awareness stage. This is because the further down the funnel the prospect moves, typically the more qualified they are, meaning marketers can request more information from them.

GMplate

GMplate offers the webinar below for visitors who likely know what display integration is and are in the process of evaluating their options:

What the page does well:

What could be changed or A/B tested:

Business-Software.com

Business-Software.com designed this optimized landing page for the consideration stage of their marketing funnel. It’s part of the consideration stage because they’re offering a free report that compares different marketing automation software vendors:

What the page does well:

What could be changed or A/B tested:

Offers in the decision stage

Since this is the make-or-break stage where your lead could potentially become your customer or choose your competitor, it’s critical that your landing pages are fully optimized.

During the decision stage of the buyer’s journey, the most common offers are for free trials, consultations, demos, quotes, and coupons. Here are two examples of how a marketing landing page can help to get the job done in the decision stage:

Domo

This is an AdWords ad from Domo that appears for the search term, “data analytics:”

The marketing landing page I was brought to when I clicked the ad offers a video demo:

What the page does well:

What could be changed or A/B tested:

Moving Storage Services

Moving Storage Services created this landing page to offer free moving quotes to prospects who may be on the fence about hiring them as their moving company:

What the page does well:

What could be changed or A/B tested:

How will you use marketing landing pages in your funnel?

What offers do you promote with landing pages, and in what stages of your funnel?

No matter what offer you promote, create a lasting impression and continue to engage prospects at all stages of the marketing funnel. To do that, create a professional landing page with Instapage as we offer 100% customization with our designer-friendly solution.

Show Me the Top of Funnel Guide