If you are spending marketing budget to advertise on search engines and social media, but not seeing results, it may be your landing pages. Landing pages are the spot your prospect ends up when they click on your social post, advert or email. If they got this far then, they have shown enough interest to find out more about you. So now’s your chance to convince them to take the next step.
Your landing page needs to convert prospects into customers and clients. (Note, they do not need to be solely for sales – your landing page might be a newsletter sign-up, a meeting request or an event registration). But make sure you are doing everything you can to inspire your visitors to take the next step – whether it is buying or booking a meeting time!
Here are some ideas:
- Think about who you are talking to – If your post or ad is targeting a specific group of people, such as home-owners in your local area, your landing page should be designed to address their needs too. If they end up on a page that does not relate to the message that they clicked on, you risk losing them.
- What is in it for them? – Think about the one key benefit from your customers’ point of view and focus on that. It should be the first thing they see. This is your chance to explain the problem you compellingly solve for them.
- What are you offering? – Describe your offer clearly and include any benefits and features that make you the obvious choice.
- What do you want them to do? – Make sure you have a strong call to action (CTA) and substantial reasons for taking that action. Choose a call to action that is motivating and ensures your prospects are clear on what to do next. For example, if you want people to sign up for a newsletter, your CTA could be a ‘Subscribe to our Newsletter’, but you are likely to catch more attention if you use ‘Keep me Informed with the Latest Business Advice’.
- Keep it simple and consistent – Is the message on your landing page consistent with the ad or post? For example, if your ad offers a free business health check, your landing page should provide the details on what is involved and an easy way to sign-up and book a time.
- Does your landing page (and website) work on mobile? – Since 2015 more people now search via their mobile than on a desktop computer. If your site is not loading quickly and accurately on these devices, you could be losing valuable visitors. Give them the best experience by ensuring your site is mobile responsive.
- Place your call to action throughout your website – If your prospect ends up clicking through to other pages within your site to find out more, give them the ability to act on those pages too.
- Beautiful design – Using images that are relevant to your message will increase attention levels. If you can, use photographs of real people, as they will be more credible than stock imagery.
Sometimes, it is the simple things that can make all the difference. Put yourself in your prospects’ shoes and review the journey they take to becoming a client. Or rather, get a professional team to do it for you – Vivid Media.