Category: Resources

How to Design a Successful Landing Page [With Infographic That Helps Pages C.O.N.V.E.R.T.]

Have you ever tried to download an informative template, ebook, or guide from a website and you were directed to a sketchy, underdeveloped landing page? You most likely were hesitant to download the value piece you originally came for and did not feel comfortable entering your information in the form provided. Many professionals may not know that a generic landing page can be the line between customer conversion and disinterest. With this in mind, it’s imperative to structure your landing pages based on your projected results.

You may be thinking, what exactly defines a “landing page?”. Essentially, it’s a web page that is designed with one central purpose, such as one call to action, or one main focal point. There are a wide variety of reasons to design a landing page such as:

  • Collecting prospect information
  • External page to download a value piece (ebook, blog, guide, etc.)
  • Signing up for an event
  • Obtaining a promotional code

It is important to note that landing pages have the highest conversion rate of 23% in comparison to all other forms to collect customer information. Source: Hubspot. This means that strategically designed landing pages can establish brand credibility, assist in collecting customer data for your CRM, retargeting interested customers, and ultimately leading prospects further down the sales funnel. 

This blog will serve as a step-by-step guide to designing the most valuable landing pages for your brand’s needs and ultimately helping you convert more customers into leads. 

1. Eye-catching, Clean Format

There is a fine line between successfully obtaining prospect information and disinteresting them- and it comes down to the page’s layout and aesthetic. Stick to a consistent and mild color scheme that matches your brand’s color palette. Make the page’s color eye-catching but not distracting from its main purpose. You can also incorporate images or elements that can assist to guide the prospect to complete the call to action (arrows, lines, change in color scheme, etc) 

Also, be sure to design your landing page in a way that guides your prospect to complete and digest the value provided with your main call to action. For example:

  • Signing up for an event:
    •  In the description, provide details (date, time, location, etc) incorporate pictures   that relate to the event, title something like “You don’t want to miss this!”
  • Downloading an eBook:
    •  Highlight contents of the eBook, what value it has to your audience, title example “Your Roadmap to Improving Your Social Media Presence” 

As we know, almost everyone has short attention spans. In fact, the average amount of time one is able to focus on a task or an object is for 9 seconds. Source: Wyzowl.com. For this reason, be sure to let your audience know the value proposition upfront as soon as they open the landing page. 

Copy of DCG Content Creation Website Page Images 2

2. Provide Strong Trust Signals

People don’t want to download content or submit their personal information to a landing page that lacks forms of credibility. This is why trust signals are the red carpet to landing page conversions. Trust signals can be used synonymously with social proof”. Their main purpose is to portray your credibility and show you are an established brand in your industry. There are three main types of trust signals that can be shown on your landing page:

Landing Page Blog Graphic 1

It’s common to place social proof at the bottom of the landing page near your brand’s social media handles. Yet, they also can be properly and strategically placed throughout the landing page to establish reliability and build trust. 

3. Customization 

Customers are more willing to download your eBook or submit their social media handles on the landing page form if they feel you have clearly identified and propose to solve their challenges with your solution. Automated and unmodified landing pages do not provide value to all customers because not all are the same. Through customization strategies, your landing page will be able to target specific audience needs and convert more customers. 

There are three recommendations to customize your landing page:

  • Send to specific audience groups – Form email lists that all have similar needs (are all in attract stage of sales funnel, signed up to receive your eBook, opened a recent email from your company and clicked on all the value pieces attached, etc)
  • Make personalized CTAs – Customizing your landing page CTAs have converted 202% more customers than a default CTA strategy. Source: Hubspot. Be very specific with the call to action that you desire from your prospects. It must align with the instructions and information provided on the landing page while creating a sense of urgency. Some examples are “Try Now, Download Today, Start, Watch” etc.)
  • Address customer pain points in the description – Similarly to customizing the landing page header, explain and identify the precise pain points of your audience. Since the description is one of the first sections to view at the landing page fold, the customer will be more likely to give your company their information as they see you have identified what they value.

Social proof is the red carpet to landing page conversions

– Chelsea Davis, Marketing Specialist

When transferring prospects to an external page, it’s detrimental to portray many forms of trust signals (logos, 3rd party testimonials, certifications). Establishing trust is the first step to getting customers to keep scrolling down the landing page and to complete your specified call to action. 

4. Be a Minimalist 

When designing your landing page, always remember: less is more! Overwhelming prospects with too much information can easily lead to disinterest- especially for those in the early stages of the sales process. With that in mind, identify the key details that will assist your audience in converting.

It’s better to hone in on one offer of a service, and one CTA. Let’s say you are a talent acquisition company and have just published an eBook with a guide to researching top-tier candidates to interview. Also, you just sent out an email campaign that identified 5 strategies to filter candidates on LinkedIn. Instead of a summary of the entire eBook, describe how the eBook has many LinkedIn/social platform strategies to help discover future rockstars. Include this information in your landing page that will be sent to the same list of people who opened your campaign.

Not only should you be a minimalist in the content of your landing page, but also when collecting information from your prospects. Make short forms, and focus on what details are needed from a potential lead to add them to your CRM. Ask for information like first & last name, email, company name, etc.

jeshoots com pUAM5hPaCRI unsplash scaled

5. Run Tests

Not every landing page will be a huge success. They require editing, test runs, and digesting how they were opened/where the users clicked. CRM software like Hubspot allows you to send test emails with landing pages all in one. A great strategy when designing several copies is to run A/B tests. These trials allow you to change the template, word color, position of pictures, or headings to see if one copy drives more conversions than the other and which performs better with engagement, and clicks. 

Designing a customized landing page that identifies different audience pain points, represents one individual call to action, has a minimalist layout and color scheme, and builds trust with social proof can ultimately enhance your landing page strategy. This can lead to more conversions and opportunities to communicate your brand’s value to a large number of prospects.

How To Design Landing Pages That 4
Key Takeaways: 
  • A bad landing page can be the reason your hot lead turns cold
  • You never want someone to think they opened a spam page or domain that could lead them to a virus – have social proof to prove you are credible 
  • Less is more: be a minimalist in the descriptions, designs, focus on one promotion or campaign, and have a comfortable landing for your customers 
  • Customization is key! Make sure to personalize CTA’s and pain points for corresponding audience groups 

At Dolomites Consulting Group, we specialize in developing strategies that help you elevate and get the most conversions from your marketing outreach campaigns. Contact us today to see how we can assist your company’s goals. 

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DCG Team May 24, 2021 0 Comments

4 Reasons Why Good SEO is Worth Your Attention

It’s no secret that search engine optimization (SEO) has become an essential part of doing business in the digital age. While a fair amount of guesswork was necessary for businesses in previous decades to fine-tune the best way to reach their target audience, the sheer amount of data that can be leveraged with SEO has given today’s advertisers a far deeper understanding of their place in the market. This isn’t to say that utilizing SEO means businesses will never have to resort to “trial and error” from time to time, but it does empower them to create a more data-driven approach to marketing. Surprisingly enough, despite how significant the rewards of using good SEO can be, it’s also one of the most cost-effective things you can do to drive sales in the long term (as long as you’re willing to flex your patience while the work is being done).

Whether you’re in the startup phase, or looking to reinvigorate growth in an existing business, here are 4 reasons why good SEO should be on your radar (if it isn’t already):

  1. Organic Search is Still the King of Website Traffic

Simply put, when it comes to driving potential customers to your business, 51% of all website traffic comes from organic search. While it’s true that Google runs on advertising funds, their search engine is still designed to answer people’s questions as quickly and easily as possible. This indicates consumers’ tendency to search for specific products or services when they’re ready to make a purchase; not choosing to buy something simply because they were prompted by an ad. Optimizing your SEO to best answer the questions being asked, therefore, is likely to be favored by search engines such as Google (who, by the way, happens to own over 75% of the search market), helping potential customers find you amongst a vast sea of competitors.

2. It Doesn’t Just Drive More Traffic, It Drives the Right Traffic

Advertising drives your product to the right people; SEO drives the right people to your product. Aside from email marketing, search traffic from Google performs 400% better than any other method. Google Ads, for example, are a powerful way to reach potential customers that you likely wouldn’t get by other means, but, even then, if they aren’t carefully targeting your audience, it’s like casting a large net into the ocean: you may catch a few good fish, but you’re also going to catch a lot of kelp. Whether you’re using it for paid advertising, or organic searches, SEO analysis makes it possible to not only identify which factors are most relevant to your business and target market, but it also helps build a more accurate picture of the people who are likely to buy from you. Since 71% of commercial buyers begin their research with Google searches, knowing your customer means you can more accurately provide what they’re looking for, and attract more people like them.

3. Your Search Ranking Increases Your Credibility

Appearing on the first page of any search is like winning the internet lottery – only better, because, as it turns out, it has little to do with luck, and a whole lot to do with proper SEO practices. Over 95% of people never make it past the first page on Google. And why would they? Thanks to Google being synonymous with “having the answer” to any given question, if your business isn’t listed on that coveted first page, you’re probably not what people are looking for. Moreover, businesses that rank at the top of Google’s search results garner the perception of trustworthiness, reliability, and credibility. This is because Google’s algorithm is designed to display content that it sees as the most relevant (and legitimate) first, and the public knows it. But how do you get there? While it’s true that clever keywords can increase your visibility and cause your click-through rates to skyrocket, it isn’t the search position alone that feeds your business. It’s the use of intelligent SEO that backs up those strong keywords and gets you in the rankings in the first place (and keeps you there in the long run). In essence, it’s not about the clever keywords, it’s about the quality of the information they’re found in.  

4. You Don’t Have to Break the Bank to Get Results

There isn’t much out there you can get for free, so we can understand your skepticism when we say that SEO doesn’t technically require any money at all. No, really. Unlike PPC (Pay Per Click advertising), SEO doesn’t necessarily have a strict, close-ended budget applied to the bookended time an ad runs for. What it does cost is the time, effort, and dedicated commitment to continuously improving the quality of the content your business provides. 

The good news is, there are tons of free SEO tools out there to help make sure you’re spending that time and effort effectively. The even better news is, as you implement SEO to improve the quality of your site (and it’s hub of digital media), you’ll be recognized for it in the form of increased traffic, higher ranking, and ultimately, a boost in overall performance where it matters most: conversion. 

Conclusion

Investing the time and redirecting in-house employees to cover this task can be scary for businesses, and, as a result, the long term benefits of proper SEO are often pushed aside in favor of short term solutions that burn bright and fast. If your business is just starting out, or needs to place its time and talent resources elsewhere, hiring a professional may be well worth it. Yes, this will cost you some, but, that cost will pay for itself as your well designed SEO actively works for you, and continuously enhances every other aspect of your business. 

Not sure where to start? Our team offers website analyses to identify the strengths and weaknesses of your website, including how well your website has been optimized. Start your website audit here

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DCG Team January 15, 2021 0 Comments