Site visitors might arrive on your company’s landing page because they are looking for information or an answer to a question. Providing valuable details about your company is helpful. However, your real purpose with any landing page is to grab users and turn them into leads. One way of doing this is promoting services on the pages people are most likely to see first.
The highest-performing landing pages come in at 27.4% conversions. However, most industries have an average of no more than 6%, and some even less. Your first step should be to figure out what your average conversion rate currently is, so you know what works to improve that rate and can adapt as you go along. You’ll want to try adding new language, features and even placement and test each change to see how well it works for your conversion rate optimization.
A good place to start is by showing site visitors what is available to solve their problems. Here are some ways to promote services on your company’s landing page and improve your conversions.
Around half the people who arrive on your website aren’t going to be good prospects for what you sell. State upfront what you offer. If someone is looking for a local trash pickup service and you run an HVAC company, they aren’t a good match for you. Knowing what you do and what areas you serve is vital information that should be easy to find, no matter what page the visitor lands on. You may want to put this information above the fold, so the user doesn’t have to hunt for it.
Curt & Jerry Sewer Service shows where their audience is by using a map of the state of Indiana with a marker for their headquarters. They then use rings to show their service area. This tactic allows visitors to immediately see if the services are available n the location where they live.
If your company offers several different services, you may want to separate them into categories, so users don’t feel overwhelmed. Businesses with a wide range of services may also attract both business-to-business and business-to-consumer clients, creating very different types of landing pages. However, some of these clients will naturally cross over into different kinds of offerings, so make it easy for them to access all the services listed on your website.
You’ve worked hard to build a reputation in your industry. Don’t be afraid to drop the names of your biggest clients, so potential customers see even the big guys trust you to do a good job. Talk about the history of your company and some of your best work. Doing so highlights what you’re capable of providing to your clients.
Flinchbaugh Company outlines the custom machining and manufacturing they provide their customers. They then talk about their 80 years of experience in the industry and that the U.S. Department of Defense and Fortune 500 companies trust them for their needs.
Do you have some stiff competition in the market? Don’t try to hide that you have competitors. Your site visitors likely already know you do, and they may have even visited the websites of some of those companies to gather information. Instead, include a comparison chart that outlines how you match up and where you exceed others in your line of work.
People often want to try a service before they sign up. If you offer a service online, provide a live demo so users can try out the program and see whether it is a good match for them. Not every person will like the way your service works, and that’s OK. Your goal is to attract loyal customers who get something out of what you sell. Promising live demos is an excellent way of separating those who need your services and those who don’t.
Sonicwall offers a product demo so small businesses can ascertain if the service meets their needs. Since security is an integral part of protecting your business’ data needs, showing how their systems work allows users to decide if the programs are right for them.
If your landing pages don’t already have a “Request Free Quote” button, now is the time to add one. Visitors need to know there’s no need to pay to gather additional information. Yes, it will take a little more of your time to offer free quotes, and not everyone will become a customer, but you’ll also collect their email and be able to continue marketing efforts in the future. Your conversions over time might increase as browsers become buyers.
When revamping your landing pages to highlight your services, start small. Change one thing at a time, test it to see how visitors respond and then move on to the next idea only when you’ve perfected that one. Little changes, such as call-to-action button placement, may have more impact than you’d expect. Refine your language until it highlights what you do and grabs the exact audience you want to reach.
Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.
Landing pages are not necessarily squeeze pages, although they often are. The main purpose of a landing page is to direct your visitor where you want them to go. You cannot really predict where on your site your visitors will land when they come through organic SEO, which is why certain elements of a landing page should remain on every page of your site – a subscription form above the fold or below every post, for example. However, any Internet Marketer worth their name will have dedicated landing pages on their site, and make an effort to direct traffic to such pages through organic, or paid search (or social connections).
Listed below are 10 tricks to getting more leads through highly optimized landing pages. These should give you a solid foundation that you can build upon with what you gather out of your own experience.
That is, don’t leave them with a way to get to any other part of your site, never to return to the landing page. Simply remove the main nav from the page. There is the opinion that a visitor would trust you more if allowed to look around your site and get to know you better – but that’s where the subscription forms below posts come in. For a landing page, keep things tight.
Rule of the thumb is that a landing page should focus on only one thing: getting your visitor to focus on your offer. The design should be plain and uncluttered. However, a drab and bare page with a subscription form is hardly any form of enticement. Include elements in your design that add attraction to the uncluttered look. Things that help are : an attention grabbing Headline (perhaps with an intelligent tag line as a sub-head), an attractive Image NOT in garish colors, some elements that add Trust – a verisign certification, for example and, if you can fit them in unobtrusively, believable Testimonials – where applicable.
About that attention grabbing headline we just mentioned? Make sure it reflects whatever headline the visitor clicked on to get to your page. You can’t con your way into people’s good books. Don’t advertise ‘free’ stuff if there’s a catch on your landing page.
And we are back to the design elements again – the white space in particular. This would be the part immediately visible to your visitors – the part you have not put your mark on. Proper use of white space adds to relief and helps to settle a person to the viewing of your page. Compare this with a page that is going breathless trying to convince you of its usefulness with loads of text and images and what not all crammed in, and you will see why the white space is so important.
A bullet list stating all things nice about you may not work on a landing page. What problem does the visitor have that you can solve? And easily, too? How do they benefit? Exactly? ‘Increase your conversion by at least 68%’ is better than just ‘Increase your conversion’ or ‘Increase your conversion by 100%’. The first alternative is not specific enough and the second is too generalized (not to mention, good) to be believable. This was just an example, but bearing in mind the principle behind it will certainly help.
Just because a landing page is not a blog post, there is no reason to not include the social sharing buttons. Even someone who is not personally interested in your offer might be thinking, ‘Wasn’t John looking for something like this?’ – any guesses as to what that someone does with the ‘share by email’ button you inserted?
There are broadly two kinds of lead generation – those prioritized on the basis of quantity, and the ones where quality takes precedence. If you are looking to generate loads of leads, don’t put in anything more than a text area for email. Not even optional fields. However, if you are looking for people who actually gave some thought to taking you up on your offer, keep a slightly longer form with more fields – some compulsory, others optional. You will generate fewer leads, but you will probably require less effort at converting or keeping them.
Having said what we did in the last point, don’t push it! You can have more fields to fill out, but don’t make the form appear too long (and, therefore, overwhelming). This is one place where you do NOT want to use a lot of white space. Keep less space between fields and otherwise design in a manner so as to make the form look compact rather than drawn out. Also, dynamic fields that recognize already registered emails, as well as ‘Already subscribed/ a member?’ kind of options usually help. The latter seems to convey the impression that a whole lot of people have already visited and subscribed – even if they have not!
Don’t put the ‘submit’ button at the end of the registration form. Apart from the possible, albeit unwitting, psychological pressure that you are putting on people to submit to you, that kind of button is really, really old! And it makes no contribution to your form design or call-to-action at all. Write something simple like ‘Send me the e-book’ (or whatever), or ‘Yes, I want in!’. In other words, don’t gloss over the submit button – it is as important as the rest of your page design.
Have great ideas for landing pages? Don’t choose, use all of them. More is usually better than less – probably because you can appeal to different kinds of people with different corresponding call-to-action ads. This would focus your campaigns better – someone who does not care for a ‘deal’ might want to click on an ad that offers an email course. And yet others might fall for a trial membership. If you can think of an offer that might sell, design a landing page around it.
That was our 10 tricks to getting more leads through highly optimized landing pages. If you have better ideas, we’d love to hear about them. Just leave us a comment below and tell us what has worked for you best.
Jason Smith is an online manager for Victorpest – Mole Repellers. He likes blogging about online strategies that are related to SEO, Content, PPC & Lead generation.