Your MSP business needs to have landing pages calibrated for greatest conversion potential. If you’re unfamiliar, a landing page is where a prospective client goes when they click on a link from some exterior content.
Say you’ve got a blog with links in it coupled to CTAs. The prospect clicks on a link, and he or she goes to a landing page. These should be used wherever you’ve got content designed to pull prospects further toward conversion and when there’s a higher likelihood of conversion.
Where Should They Be Used, and When?
You want more landing pages than just your homepage, unless of course your MSP only sells one product or service. Following, we’ll explore a few ways to optimize landing pages:
Assure Landing Pages Match Content Messages
Your MSP business needs to have landing pages which directly pertain to the content which drew prospects to click on the associated hyperlink. If your MSP is selling cloud services and the landing page they end up at has to do with hardware options, that’s going to cause a disconnect with your prospect. Align the two.
Don’t Oversaturate with Internal Links
You want internal links, but you don’t want too many. If you’ve got a homepage that is lined in links on all sides, that’s going to be hard for visitors to contend with. Everything will look the same, it will be distracting. Ideally, you want your prospects to come to a landing page and be funneled directly to a conversion.
Think of it this way: each link is like a hole in the bottom of a cylindrical funnel. If you’ve got too many holes, then the funnel won’t hold enough water to produce a conversion stream out the spout at the bottom. A few holes can be okay; the more directed the client’s path on your site is, the better.
Give Relevant Options, Don’t Oversaturate and Cause Choice Paralysis
Ensure that there are relevant options for your prospects. There wasa study at a grocery that store gave shoppers 24 jams from which to choose, and nobody bought them –they had a sort of choice paralysis.
There were just too many choices to consider, and this made it hard for buyers. But when the grocery store switched to six, sales went up substantially. It’s the same with the links that lead to your landing pages.
If the pages themselves have more links, the choice paralysis comes. But if you funnel your prospects better, with more directed conversion options, this is more likely to facilitate the outcomes you seek.
Optimized Landing Pages Should Increase Conversions
When your MSP business provides prospective clients with relevant options, is careful not to oversaturate with links and matches landing pages to content messages, conversion likelihood increases.