Given the fact that hundreds of people visit your webpage long before they step foot in your office, it is important that you entice them, earn their trust, and teach them about your services and products in a way that resonates with them.
While social media plays a role in the development of trust and credibility, the effectiveness of your website cannot be overlooked. By having informative and clean landing pages, you can literally master the art of lead generation.
For those of you that are unfamiliar, a landing page is just a fancy name for “lead generation form”. They are usually the response of clicking on some sort of advertisement, and are meant to offer some sales copy that is a direct extension of the ad. Here are some pointers for creating them:
1. Have strong calls to action (CTA): 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 lets your audience know exactly what you want them to do.
- In terms of page layout, aim to keep the main CTA above the fold.
- If you have a long landing page, repeat the CTA at the end too.
- Test the wording. Sometimes you there are dramatic conversion increases and decreases based on the verbiage. Also refrain from using gimmicky sales clichés, like “Best Deal Ever”
- Make sure CTA’s are clear and unambiguous. Use phrases like “enroll today”, “subscribe to get a free financial calculator”, or “schedule a free consultation”. Not “go” or “get started”.
2. Include Credibility Indicators: How have people already benefitted from your service? What are they saying about it? Gather a strong collection of quotes from clients that have achieved success with you and pepper a few of them throughout your landing page.
Keep in mind that this step is only applicable to certain advisors. RIA”s aren”t allowed to have any form of testimonial.
3. Keep it clean and simple: You don’t want to create landing pages that are busy and crowded. Eliminate the navigation bar and extra links on the page that are unnecessary. Also eliminate unnecessary text and big chunks of information (like long paragraphs). Break information down into bite sized, digestible pieces using bullet points and subtitles. In the bullets, highlight the benefits more than the features and illustrate how the service/product will better the lives of your audience, speaking in their language.
- Don’t talk in circles. Get straight to the point in your writing. Landing pages aren’t the place to rattle on and on, they are meant to entice and persuade people to take action.
- Refrain from using pop-ups too much.
4. Use Video: Video is a great way to introduce yourself and talk about your service/product. Let’s face it, listening is much easier than reading. If you can convey a powerful message via video, do it. With video, people will get a stronger sense of your personality and feel like they know you before they even contact you.
5. Measure the effectiveness: So you think you have a solid landing page? Only time will tell. Once your page goes live, make sure to track the conversion rates and click rates. It might be an indication that there needs to be shifts in verbiage, layout, or tone.
If you are looking to develop some solid landing pages, there are some really great companies that provide templates. Unbounce and Themeforest are two of my favorites. If you have any questions regarding this topic, please leave comments!