As some of you may or may not know, The Content Company has recently signed on with Hubspot. Along with our new partnership, I have received my Inbound Certification. Getting this certification gave me some fresh ideas about digital marketing. The Inbound training provided a thorough explanation on the do’s and don’ts of landing pages. I have since taken the tips provided by the training and applied them to our very own landing page. I will share a couple of the nuggets of info I got while I was becoming certified, hopefully you can use some of it to see how to improve or create your own landing page.
The purpose of a landing page is to convert your visitor into a client or customer. The idea is to get that visitor to take some kind of action.
This could include a free trial, a free estimate, an e-book, or even a phone call. It’s important that your visitor converts in some way. When you drive traffic to your website through paid advertising like Google Adwords, Google pays attention to what happens when that visitor clicks on your ad. Do they land a on a page relevant to that ad? Do they take some kind of action or do they immediately bounce off the page? These metrics really do make a difference and the first line of defence is an amazing landing page.
When it comes to Google, you have to play fair. Tricking users into spending more time on your site just for the sake of time, won’t help you convert them and will certainly not help with your business.
Creating an effective landing page that really does help the visitor will improve the performance of your marketing efforts. It’s that simple
Keep it Short and Sweet
“Keep It Simple Stupid”, or K.I.S.S. The last thing you want is to have your potential customer searching around looking for the offer you made in the ad they clicked. Making sure they end up on the page that they are expecting is critical. Not your homepage or the about us page, or any other page, send them to EXACTLY the page you promised. This needs to be clear and concise. If you offer a free trial, the landing page needs to reflect that.
When trying to formulate what to say on your landing page, here are a couple of points to remember.
Ask for their contact info
Explain briefly why you are qualified to offer the service or product
Explain what the offer is
Let your visitor know why they need your product or service.
Make sure that all the information they need in order to make a sound decision is right in front of them, the last thing you want is for your visitor to have to start fishing around to get clear on your message.
Be sure to make it look appealing
Calls-to-action buttons are easily visible
Follow your company’s branding in colour, font and feel.
Represent yourself in the simplest way possible.
This is so important, and was something that was definitely stressed to me during my Inbound training. After a potential client takes your offer and gives you their information, have your site direct them to a “Thank-You” page. It’s really important to thank them for letting you have their information, and this is also your opportunity to let them know when they can expect to receive the offer or hear from you. Be specific. When somebody says “I’ll send *blank* soon” it can be irritating if you have to wonder “Well… when?”. If they can’t get the offer right away for some reason, it’s important to keep that visitor informed of when they will receive what you promised. “Soon” is not good enough. You want to let them know when. Time estimates could be “We will have your quote emailed to you within 24 hours , “You will receive the link to download the Ebook in the next few minutes” , “Our office is closed Saturday and Sunday, we will be in touch Monday afternoon”. Let them know when and be as specific as possible to further meet their expectations and keep their interest.
Along with saying thank-you, here is your opportunity to share another offer or provide them with navigation to your website. This can be added right onto the thank-you page. And if you have another offer that may be of interest to them, suggest it here.
An example would be “Thank-You very much for signing up for our free trial! You now have access to our platform and we encourage you to take advantage of all the available applications. Our team will get in touch with you at the end of this work week to see how you’re enjoying your trial. Feel free to message our support team to answer any questions. Click below to download our free Ebook “How to Make a Killer Landing Page!”.
What a great way to sweeten up a trial! Generosity, simplicity, and helpful pages are the best ways to generate good relationships with your visitors!
We have all positive and well, awful experiences in business. Some of our best experiences likely include getting exactly what we were promised in a really straightforward way. Creating a great experience for our potential clients is vital to our success and reputation. Making it difficult, intentionally or otherwise, for users to get exactly what they need is going to give your business a bad reputation.
Google wants to keep users happy and the best way to keep them happy is to give them what they want.
If you are constantly driving traffic to landing pages that don’t perform well, Google knows it and reacts. Keep your copy simple, keep your offer simple, and keep your layout simple. Make it impossible for that visitor to leave empty handed!
Until next time,
Cara
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