man working on landing pages

LANDING PAGES: GETTING STARTED


Always be one step ahead of your competitor

The way online audiences communicate with businesses has changed dramatically over the last few years and a flashy designed brochure website is just not good enough to turn your leads into sales. Bespoke landing pages are designed to get your clients attention immediately, awaken their interests by telling their story and then creating the desire for them to take action to purchase your product or service. Don’t spend your hard earned cash on Adwords and social media campaigns just to fail on the last hurdle and end up watching your competitors thrive.

Is your page optimised to make conversions? Well, let’s find out! In this 9 point guide, we have listed some of the most basic Landing Page features that have proven to increase sales across the board. From the pages colour scheme, Call-To-Action placements and much more, you’ll get an overview of what good Landing Pages entail:

Do you understand your market?

If you want to dramatically increase conversions, you need to know exactly what keeps your prospects up at night and be able to provide a solution to take them from a place of pain to a place of pleasure.  You’d be surprised how many entrepreneurs spend huge amounts of copy to tell the prospect how wonderful his company is and completely skipping the Avatar research phase just to spend their ad spend on a target market that is not suited to their product or service.

Making use of a Customer Avatar worksheet and defining each of your different customer personas forms part of the foundation to direct your marketing efforts at the ideal buyer. Identifying the clients background, buyer profile, who they are as well as their pain points, enables you to write compelling copy that will tell a story that will resonate with your client. Our Customer Avatar worksheet allows you to create your version of the perfect client and get a better understanding of your clients potential goals and challenges. We realise this may entail a bit of effort, but you will undoubtedly gain a much deeper understanding of how to direct your landing pages to the people who actually care, so put the effort in and learn How to Define Your Perfect Target Market.

Nobody cares

Don’t waste valuable copy and page realty by telling your clients how wonderful your company may be or how excellent you may be at what you do… the sad reality is, no one really cares. Utilising statements such as “We have serviced the industry for 10 years” or “our mission statement is…” are really old school, and clients will pick up on this. You need to make sure that you are outlining your clients pain points, taking them through exactly what they may be feeling and then addressing those pain points through clear concise solutions. Lead the clients through an emotionally charged journey, and watch the conversions start to roll in.

Clear and compelling headline

We all know that once a potential client lands on your page, you have a very short window to compel that person to stay before they decide to bounce from your page and check out what your competitors have to offer. Realising that your opening statement is by far the most important piece of copy in your marketing campaign, justifies spending ample time on developing your opening title and is a vital part of getting your clients to stay on your page to identify with your core message. Never underestimate the power of your opening statement. If done correctly, your pages visitors will be able to identify with your core message and prompt their emotions to investigate the landing page further. Chances are that if they’ve landed on your page, they’re looking for a solution to a problem, so show them what yours is! Many businesses fall into the habit of trying to coax customers in with theatrical language that says a whole lot of nothing. Don’t fall into that trap! More often than not, simply and clearly stating what you have to offer and solving their pain point is the best way to lock the reader in and get them to spend time on your page, learn more on this by reading our blog on How to Write the Perfect Headline.

 

Do you have a Call to Action?

In case any of you reading this don’t know what exactly a call to action is, here is a perfect example of what we mean:

A Call to Action is  usually an offer or solution that leads the client to prompt an immediate response or encourage an immediate conversion. Think of them as the focal points of your landing page, where without them your page might as well be dead. That may sound a little bit dramatic, but it’s unfortunately completely true and is another vital factor to consider in the construction of your page.

 

To gain a higher chance of getting conversions, these buttons need to be placed “above the fold” which is in the top third of your page as well as other strategic areas of your landing page. Colour, the size of the CTA as well as the wording are often vague and opportunities for getting leads or sales are lost. Location, size, colour, the use of actionable language and the inclusion of a clear value proposition are just some of the components to a successful landing pages call to action. When writing CTA copy make sure that the text is action orientated, specific, shows immediate value and eliminates anxiety, for more nuanced information check our Call to Action Guide.

 

Do you address pain points and how you solve them?

After making use of the Customer Avatar worksheet that we mentioned earlier, you should have a pretty good idea of what pain points your clients are experiencing  and how your solutions addresses your prospects issues. This is one of the most important parts of your landing pages copy, and there are  a couple of reasons for that. First of all, once you’ve outlined their pain points in an accurate and concise fashion that is both engaging and easy to read, the client will instinctively trust your offer more, since you obviously understand the struggles that they are going through. If you’ve addressed their struggles in an unsatisfactory manner, they’ll be the first to notice, and they’ll most like defer to the competitor who can resonate with their pains more acutely. Secondly, it opens up an excellent opportunity where you can get the reader to act upon their emotional response by placing a Call to Action directly after the pain points. By causing a slight agitation within the readers mindset, you can make your offer seem more attractive than ever.

 

Are you addressing how you’re different?

Creating  a “Unique Selling Proposition” and being able to set yourself apart from your competition, is the essence of what differentiates  your products and services and makes your offers better than that of your competitors. Powerful USP’s make your product unique in your niche and clearly articulates a need in your prospects that your competitors do not offer. This inherently will drive leads and sales to your sales funnel as well as give your client a valid reason to purchase YOUR product. Chances are pretty good that your industry is filled with competitors that are, for the most part, marketing themselves well and finding that unique selling point will be a challenging task. Identifying that sweet spot is not always possible on the first attempt and A/B testing your landing pages will help determine what resonates best with your target audience as well as enabling you to measuring your conversion goals.

 

Do you have the right design?

Direct Marketing News states that 63% of people say that great design and brand consistency play a definitive role in their spending. Your brand identity throughout your digital marketing campaign is a vital element not only on your landing page but throughout your digital marketing strategy. Your landing page should be well designed and be within brands guidelines to give your client the peace of mind that they have reached the right product. With typography, colours and logo all done right the client will identify with your brand and over time this will lead to brand awareness and a trust in your product for a better return on your investment.

 

Are you making use of media?

If you’re only making use of media forms such as pictures and text, then you’re missing out on some huge marketing opportunities that can make difference. Varying the types of media that your Landing Page utilizes will most definitely have a drastic impact on the way that it converts, since it adds a level interest that your sites users can engage with. Placing a video on the top of your page to give clients an easy method of gaining a ton of worthwhile information without having to go through a read it all, is a super powerful tool that’s not to be underestimated. Not only are they receiving highly relevant information, they’re also more likely to stay on your page and finish watching the video, which will impact their thought processes in relation to whether or not they will make a conversion. The more variation that you include, the more interesting and professional your website becomes, so start finding your good angle, and get filming.

 

Do you provide social proof?

Social Proof is one of the largest deciding factors that people make use of before they decide whether they want to go through with a sale. Things like Google Reviews, Facebook Reviews, previous client results and recorded performance metrics are all excellent nodes of social proof that you can utilize. If people have been saying great things about your services/products, why not let clients know? Using things such as testimonials are excellent marketing tools that undoubtedly make you look more trustworthy and credible. If you have some business partnerships, why not display all of the brands that you work with? All of these small Social Proof additions that you compile allows for the building of a  trust between your Landing Page and the individual reading it.

If you want to get your conversions flowing and doubling your sales, but you’re not sure where to start, then make use of our 1 Hour Free Strategy Session (usually valued at $499), where our Brisbane SEO services will catapult you ahead of your competitors.

Further Reading:
11 Landing Page Essentials Checklist