• Aleya Harris

Landing Pages: Where Strangers Get to Know Your F&B Business

You’ve made the decision to do digital marketing for your food and beverage business to attract more customers. Interested potential customers will be wanting to know more, so where should they go to have their questions answered online?

Landing pages are targeted pages on your website that provide additional information on your business and services. Direct potential customers to these pages with digital advertising so they can easily access the information they are looking to learn more about. These pages can include specifics of a particular service you are promoting or details about what you do. Most importantly they provide you with a way to grow your email list by encouraging potential customers to sign up for offers.

Marketing Funnel Explained

The path from marketing to sale doesn’t have to be complicated. The marketing funnel is an easy-to-follow five-step method of converting customer interest into a sale. Create your funnel using these five steps: awareness, consideration, conversion, loyalty, and advocacy.

Awareness begins when your digital marketing reaches your potential customers. They become aware of your business when they see your online ads and appearance in search engine results. Once they have made the decision to click and end up on your landing page, they will consider the information presented to them and compare your business to others they are already aware of. Do your marketing materials and landing pages look professional with clear and enticing information to make you stand out above the rest?

Conversion occurs when a potential customer is now a paying customer. You’ve convinced them to choose you and dine with you or use you to plan their event, but in the food and beverage industry, the loyalty of returning customers is crucial to success. Wow them on their first visit to your website and they’ll keep coming back. This loyalty leads to advocacy, where those who have had great experiences doing business with you will lead others in your direction.

An example ideal scenario begins with a potential customer on the hunt for a nice place to eat for date night. In a Google search, they see an ad for your restaurant. Your ad intrigues them enough to want to learn more, so they click on it and it takes them to your landing page, providing them with details they can consider and compare to other restaurants they may already know. You also have an offer for a discount if they sign up for your email list. Convinced, they sign up and arrive at your restaurant to redeem the offer, enjoying a wonderful meal and great service. You become a regular go-to for their date nights and they highly recommend you to their friends and family.

Landing Page Overview

Landing pages serve a number of purposes all in one place. People learn about you and what you offer, getting an idea of what quality of service they would receive, but they also stand as an important point of lead generation for your business. By convincing potential customers to sign up for your email list, you now have a new lead you can approach with offers, discounts, and more information as to why you are the ideal choice for them. By monitoring the traffic to your landing pages via website analytics, you can track the success of your digital marketing campaigns. Which ads are attracting the most visitors, and how many of those visitors are turning into leads?

It’s important to remember that having a dedicated landing page for your digital marketing is much different than simply having a potential customer go directly to your website homepage. Homepages are busy, full of links, pictures, and buttons. It’s a lot for someone new to take in on their first visit. When a link or ad directs them to a separate landing page, you can present the potential customer with fewer distractions and only the most important information to hook them faster.

The most important thing your landing page provides is a Call to Action, the place where your visitor takes the step of giving you their information to receive an offer in return. The rest of the content on your page should encourage them to sign up for your email list via a form to enter in their email as well as other information.

Must-Have Elements of a Successful Landing Page

First, the landing page must be dedicated to one simple thing: an enticing offer. This could be a discount on a meal, free delivery, or a packaged deal for catering services. Start with an attention-grabbing headline, then outline the details of the offer, explaining what is included so they know exactly what they will be receiving. Include highlights of why this offer is special and why they should take advantage of it now.

Remove any and all distractions—this includes the website navigation that other pages of your site have. That navigation pane may tempt the potential customer to explore the site rather than focus on the offer and sign up to receive it. Though it may seem like an okay idea to give them that opportunity to browse your site, they may not return to the landing page to provide you with the lead you were looking for.

Include a picture of the offer, if possible. People like to see what they are getting into, so providing them with a visual of your service will be warm and inviting. If you are offering a deal on catering services, share a picture of a setup you’ve done in the past to show off what you will do for them. If you are offering a new collection of craft beer, including a picture of what is included. And as I mentioned earlier, the most important aspect of the landing page is the Call to Action where the lead gets generated. The Call to Action should be a form to fill out, not just for getting the email address for your list, but also some additional information such as their name, phone number, or even food and beverage preferences for a more personalized experience.

Lastly, your landing page should direct your new lead to a Thank You page where they can either receive their offer or get confirmation that it will be emailed to them. This page can bring back your website navigation to allow your new lead to explore your website and learn more about you. Include additional calls to action, such as subscribing to your blog if you have one, or links to follow you on social media.

Landing Page Pro Tips

Now that you have the basics down, how can you optimize your landing page to make it the best it can be? Here are a few tips to give your page the ultimate chance of grabbing that lead.

Make sure the offer on the landing page matches the ad that takes them there. When someone clicks on the link for something specific, they expect to see that exact thing. Keep the wording and look and feel consistent between the two.

Complete A/B testing by trying different options for the layout. Set up your landing page in one way, then watch the analytics for a while to see the conversion rate. Next, change the page up a bit, perhaps putting things in a different order, choosing a different font, or selecting a different picture. Then compare the conversion rate of that page to the first to see which is the most successful.

Just as your entire website should be mobile-friendly, your landing page and sign up form should be as well. Many people research things on the go, especially when looking for food and beverage options, so make sure you accommodate mobile users on your site.

Make your Call to Action more inviting by changing the wording a bit. Rather than a simple “Submit” button, consider something more friendly like “Sign Me Up” or “Let’s Go!”. This makes the form look more like a way to interact with you rather than a canned way of providing information.

Include your location information so they know where to find you, perhaps with a Google map for easy navigation. Include this on your Thank You page as well.

You can establish trust by adding symbols showing achievements or great reviews. Has a particular food critic given you a wonderful review? Have you been featured in the news or recommended by other established people or businesses? Include some logos or notes about that so potential leads gain some trust in what you have to offer.

Though a landing page may take some time to get established and optimized, it is the ideal way to attract more customers to your establishment and grow your email list. Make your digital marketing successful by turning ad campaigns into leads and regular customers.

If you want to learn even more about the Marketing Funnel, be sure to check out our FREE Marketing Funnel Guide for Food & Beverage Business Owners. It will set you up for Marketing success and help you better understand how to convert strangers into customers.