Hundreds of people visit your webpage long before they ever set foot in your office. So it’s vital that their visit to your page entice them, encourage their trust and enlighten them about your products and services. Think of a landing page as a lead-generation form and structure it accordingly. Here are some pointers for creating a powerful landing page:
What do you want from your visitors? Do you want them to schedule a consultation or meeting? Do you want them to sign up for a unique offer or to visit your social media platforms? Create buttons and forms with firm calls to action that let your audience know exactly what you want them to do.
- In terms of page layout, keep the main call to action (CTA) above the fold.
- If you have a long landing page, repeat the CTA at the end, too.
- Test the wording. Sometimes the word choice can dramatically impact conversion rates. Refrain from using hackneyed clichés, such as “best deal ever.”
- Make your CTA clear and unambiguous. Use phrases such as “enroll today” or “schedule a free consultation.” Avoid calls such as “go” or “get started.”
How have your clients benefitted from your services? What are they saying about you? Gather a few testimonial quotes from happy clients and pepper them throughout your landing page. (Note: This step is not applicable to RIAs.)
You don’t want to create a landing page that is busy or crowded. Eliminate the navigation bar and any unnecessary links. Keep paragraphs brief and break down information into bite-sized pieces. Use bullet points and subtitles and highlight the benefits rather than the features of your product or service. Refrain from using too many pop-ups.
Speak to prospects in their language and get to the point. Landing pages aren’t the place to rattle on and on; they are meant to spur prospects to action.
Video is a great way to introduce yourself and talk about your product or service. Let’s face it: Listening is much easier than reading. If you can convey a powerful message via video, do so. With video, people will get a stronger sense of your personality and feel as if they know you before you ever meet.
Think you have a solid landing page? Only time will tell. Once your page goes live, track your conversion and click rates. You may need to shift your verbiage, layout or tone.
Bonus tip: If you are looking to develop some solid landing pages, Unbounce and Themeforest are two companies that provide helpful templates.
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