Landing pages
,

Landing Pages That Convert

It’s vital that your landing  pages convert visitors to enquirers and customers.

So while the key first stage in the process is getting the click, converting the click is just as important, if not even more so.

So what makes good landing pages?

Firstly I think it would be helpful to identify exactly what landing pages need to achieve:

  1. To attract and engage the prospect
  2. To sell the benefits of your product
  3. To build trust in your product and business
  4. To compel the prospect to take action.

So how are your landing pages going to achieve all this?

  1. A Powerful, Benefit Rich Headline

The job of the headline is not to sell the product itself, but to draw the reader into the body copy.

It must answer a concern or need of the reader, whose response should be “I must read on because this has information which I’m interested in and is relevant to me”.

  1. A List Of Benefits

People will only buy something if it is going to solve a problem they may have.

By including a bulleted list of benefits you can show how much better off the prospect will be after they’ve bought your product.

  1. A Video

Remember at this stage the prospect probably hasn’t got a clue about you or your company.

Before they will buy anything they have to trust you.

A video is a great way to build that trust.

If you as the business owner present the video, you have the opportunity to present yourself as both trustworthy and likeable.

  1. Social Proof

While the video should have created an amount of trust, social proof will back it up.

There’s nothing as reassuring as hearing of the great experiences other customers have had with your product.

So include a couple of persuasive and relevant testimonials on your landing pages.

  1. Call To Action

Like any piece of marketing, you must finish off by telling the prospect what to do next.

The most powerful way to do it on landing pages is with a brightly coloured button.

Buttons are obviously for pressing, the colour attracts attention and the wording must encourage them to do it.

Text that promises a benefit such as “Yes I want the information” is perfect.

So there you have it – the elements you need to ensure your landing page maximises the uptake of your PPC ad offer.

If you need any help with putting your landing pages together, you know what to do – email me on mikejennings@marketingsurrey.co.uk, or call on 01483 200387.

 

 

 

, , , , ,

How To Use Landing Pages

One of the golden rules of marketing is to break your target audience down into specific niches and then ensure that you give highly targeted messages to each niche.

That way you make sure you’re using the right language and providing the right benefits for each individual group.

This strategy needs to be applied to your online marketing as much as your off line.

But if you’re driving traffic to your website, how are you going to tailor your messages I hear you ask.

It’s a good question and the answer is by providing dedicated landing pages.

The next question is what is a landing page and  how to use landing pages.

So what’s a landing page?

A landing page is a specially designed webpage which while sitting within your website is unlikely to be findable through the site’s navigation. As the name suggests it is where a visitor will “land” when they have clicked on a link within an online ad, an email or a banner.

For your online campaign to be successful it is vital that your landing page persuades visitors to do whatever it is you want them to do.

The following tips should help you to create successful landing pages:

Don’t send them to your home page

Your home page is likely to be providing a generalised introduction to your  visitors and will probably  contain a number of different messages.

Your landing pages will carry more precise and targeted information and will have a very specific objective.

Ensure a consistent experience for your visitors

You must take care that the overall experience on the landing page – the language, imagery, style etc of the landing page are in line with the expectation created by the advertisement or email that they initially clicked on.

Get to the point

Visitors will click away very quickly if they don’t find what they’re looking for immediately.

Hit them with your best stuff and get to the point straight away. Avoid fluff, padding and waffle.

Avoid distractions

Don’t put anything superfluous on the page and definitely don’t include any external links to things like social media. The last thing you want to do is provide them with an escape route.

Take a look at this landing page I’ve recently created for one of my clients and you’ll see what I mean.

http://teaandcoffeeshop.co.uk/claim-your-free-125g-coffee-pack/

Sorry you can’t take up the offer but it will demonstrate the things I’m talking about.

Use a powerful and easily understandable headline

Like any other marketing piece, your landing page needs a headline so that visitors immediately know they’re in the right place and that this page will provide precisely what they’re looking for.

Tell your visitors exactly what you want them to do.

Whether you want them to fill in a form, contact you, make a purchase or download a special report, tell them the one thing you want them to do and don’t give them any other choices.

Concentrate on one product or message

If you give visitors too many options, they will end up taking none of them.

If you only offer one product or aim for one action you will get the highest level of conversion.

Test and assess

Like all online marketing pieces, your landing pages are fluid beasts. Experiment with different headlines, move things around, try different offers and calls to action.

Sometimes you’ll find that small changes will deliver big variances in response.

Follow these points and you’ll ensure yourself the highest levels of conversion.

 

 

, , , , , , ,

How To Create Effective Landing Pages

One of the golden rules of marketing is to break your target audience down into specific niches and then ensure that you give highly targeted messages to each niche.

That way you make sure you’re using the right language and providing the right benefits for each individual group.

But if you’re driving traffic to your website, how are you going to tailor your messages I hear you ask.

It’s a good question and the answer is by providing dedicated landing pages.

So what’s a landing page?

A landing page is a specially designed webpage which while sitting within your website is unlikely to be findable through the site’s navigation. As the name suggests it is where a visitor will “land” when they have clicked on a link within an online ad, an email or a banner.

For your online campaign to be successful it is vital that your landing page persuades visitors to do whatever it is you want them to do – to give them a smooth landing.

The following tips should help you to create successful landing pages:

Don’t send them to your home page

Your home page is likely to be providing a generalised introduction to your  visitors and will probably  contain a number of different messages.

Your landing pages will carry more precise and targeted information and will have a very specific objective.

Ensure a consistent experience for your visitors

You must take care that the overall experience on the landing page – the language, imagery, style etc of the landing page are in line with the expectation created by the advertisement or email that they initially clicked on.

Get to the point

Visitors will click away very quickly if they don’t find what they’re looking for immediately.

Hit them with your best stuff and get to the point straight away. Avoid fluff, padding and waffle.

Avoid distractions

Don’t put anything superfluous on the page and definitely don’t include any external links to things like social media. The last thing you want to do is provide them with an escape route.

Take a look at this landing page I’ve recently created for one of my clients and you’ll see what I mean.

http://teaandcoffeeshop.co.uk/claim-your-free-125g-coffee-pack/

Sorry you can’t take up the offer but it will demonstrate the things I’m talking about.

Use a powerful and easily understandable headline

Like any other marketing piece, your landing page needs a headline so that visitors immediately know they’re in the right place and that this page will provide precisely what they’re looking for.

Tell your visitors exactly what you want them to do.

Whether you want them to fill in a form, contact you, make a purchase or download a special report, tell them the one thing you want them to do and don’t give them any other choices.

Concentrate on one product or message

If you give visitors too many options, they will end up taking none of them.

If you only offer one product or aim for one action you will get the highest level of conversion.

Test and assess

Like all online marketing pieces, your landing pages are fluid beasts. Experiment with different headlines, move things around, try different offers and calls to action.

Sometimes you’ll find that small changes will deliver big variances in response.

Follow these points and you’ll ensure yourself the highest levels of conversion.

However if you feel this is too difficult or you just don’t have time to do your marketing, get in touch by emailing mikejennings@bda.me.uk or calling me on 01483 200387.

, , ,

How To Draft Landing Pages That Sell

What’s the key to creating landing pages that grab attention and compel readers to take action?

Of course it needs to be:

  • Eye catching
  • Well written
  • Offer real value

The following tips will ensure your landing pages achieve the results you’re looking for:

  1. A powerful headline – the headline, like in an advertisement is the hook that drags readers into the offer.
  2. An attractive image or video – to effectively showcase a product you will need have either a picture of it or even better a video showing the product in use.  To showcase a service find a way to show how it will deliver value to the user. For a book or a white paper, offer a preview.
  3. A benefit statement – remember people only want to know how they will benefit from what you’re offering and of course they buy the benefits not the features.
  4. Social proof – compelling testimonials will give readers confidence  that people like them have benefitted from the product.
  5. Request for data – you have to get their contact information but remember the less you ask for, the more people will sign up.
  6. Call to action – having used all the points above to convince them to buy from you, you must of course tell them what to do now. Make it as simple and easy as possible.

Follow these six simple steps and your landing pages will generate high levels of conversion.

Business Development Advisors can help you grow  your business and take it on to the next level. If you’d like to find out more please get i