Stop sending prospects to your homepage and start exploting landing pages

Create landing pages for every potential customer persona you can attract and show you mean business, it's not about one-size fits all

Stop sending prospects to your homepage and start exploting landing pages

It's so easy to enter your home page website address on a digital signature or your profile for a forum or anywhere else for that matter, but, if any browser can see your web address and can click through to your site, what does your home page say, who is it actually speaking to?

Think about it.  The person who clicks on your profile, having read your forum post or your profile on say LinkedIn is already interested in you.  You actually have something in common.  So why not convey that fact to them.  It's about content in context...

Show them some ingenuity...

Tip 1: Create a landing page specifically for each profile that you have set up on the web i.e. LinkedIn, Twitter, Facebook or any other site.

Tip 2: Put a logo on your landing page from where they have come from (i.e. a LinkedIn, a Facebook Logo) so they instantly know that you are speaking to them and that you recognise and appreciate you have something in common and you have actually put some work in to engaging with them instead of linking them to a generic page.

Tip 3: Don't try to sell to them, simply look to connect with them, use the same language, tone of voice and acronyms that you use on the site they came from, make it familiar.

Tip 4: Offer a method for you to keep in touch with them, i.e. a newsletter or download.

If they like your approach, they will try and find out more about you.  If your site ticks the right boxes for them, they will stay connected with you and might even do business with you in the future.

Anatomy of a Landing Page

Consider this, your search engine optimisation (SEO) has been carefully planned and your keywords carefully chosen and hooray, it’s paid off and you’ve got visitors clicking on your banners, adverts or Adword PPC. That’s great, but your battle is only half won if you haven’t taken the time to properly design and structure your landing page and that includes persuasion, call to action and conversion.

Ideally, your landing page should be a place where you can get visitors to do what you want, whether that be buy a product, click on links, or even just read through information without having to do any additional work.

There are several things that you can do to improve your site’s page. But before you look at the resources, here’s a few graphics to show you what’s needed.

Landing Page - Segmentation Page

Landing Page - Form Page

 

If you’re not planning top segment your audience, you will need to combine the elements from each of the above pages.

Some of the Best Landing Page Resources

I have provided an amazing list of the most important sites to help you enhance your landing pages.  Learn everything you need to know about landing pages from the basics to how to make the most of yours with these informative articles on the subject.

Landing Page Tools

Here’s a collection of tools that can help you design, build and test your new landing page.

  1. Google Website Optimizer: Try out Google’s multivariate and A/B testing tool to see if your landing page is up to snuff.
  2. SiteSpect: If you’re a larger company, SiteSpect might be a better choice for optimization testing. Companies can get A/B and multivariate testing done as well as a range of other site tests.
  3. Master Landing Page Templates: You can use these various templates from Mequoda Daily as a starting place to design your landing pages.
  4. Web Page Analyzer: This tool measures the loading speed of your site. This can be important for landing pages where what loads first and overall speed can make a big difference in conversion rates.

Conversion Companies and Consultants

Sometimes it helps to turn to the professionals for big or complicated projects. These companies specialize in making landing pages great and improving conversion rates.

  1. SiteTuners: Site tuners specializes in more large scale conversion testing, offering A/B and Taguchi Testing as well as specialized testing for larger clients.
  2. Conversion Rate Experts: This UK based consulting company offers both free (in the form of a newsletter and report) and paid advice on their site about how to increase conversions.
  3. WebSite Optimization: If higher speed and traffic are your concerns this consulting company promises to deliver results.
  4. LunaMetrics: LunaMetrics is a Web analytics and metrics company that can provide consulting advice on improving your conversion rate, among many other things.
  5. Top 10 UK Conversion companies according to TopSEOs

Webpage Analytics Tools

Monitor your landing pages with these analytics tools so you’ll know what’s working for you and what you need to improve.

  1. Google Analytics: By far the most popular analytics tools, Google Analytics has everything you need to break down your website’s stats. And best of all, it’s totally free.
  2. SiteMeter: SiteMeter is a popular free site analysis tool that can provide tracking data as well as detailed statistics about the visitors to your site.
  3. Hotjar: If you love heatmaps then Hotjar will appeal to you right away. It tracks where visitors click on your page showing which zones are most popular.
  4. ClickTale: Spy on visitors to your site with ClickTale. The program records the actions and activity of visitors in videos which can be used to increase the usability of a site.
  5. CrazyEgg: CrazyEgg gives users the ability to track, evaluate and eventually optimize your site based on the data the tool generates from where users click. Heatmaps and overlays provide useful visual representations of these user preferences as well.

Books

Add these titles to your library so you can keep up with the latest in landing page optimization tactics.

  1. Don’t Make Me Think: A Common Sense Approach to Web Usability: This book by Steve Krug offers Web developers a common sense approach to integrating usability into their Web design. Readers will learn how to design pages that are so easy to use that visitors won’t even have to think.
  2. Permission Marketing: Turning Strangers Into Friends And Friends Into Customers: Marketing guru Seth Godin offers his advice in this book on how to improve your conversions and turn those casual visitors to your site into lifelong customers.
  3. Submit Now: Designing Persuasive Websites: Andrew Chuk describes how great Web design isn’t enough in this book. He explains how to create sites that are more effective in turning browsers into buyers.
  4. Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing: Bryan and Jeffery Eisenburg teamed up to write this guide on persuading customers. They go through every details of the process so you’ll know just how to start implementing the process on your site.
  5. Call to Action: Secret Formulas to Improve Online Results: Another Eisenburg book, this one covers just how to go about improving the conversion rates on your site and how to make your site work better for you.
  6. Convert:  Ben Hunt is Principle Consultant for Scratchmedia Ltd.  This book and the advice it contains can transform your websites success.
  7. Landing Page Optimization: by Tim Ash: The definitive guide to testing and tuning for conversions.
  8. Conversion Optimization:  The Art and Science of Converting Prospects to Customers by Khalid Saleh and Ayat Shukairy

 

About the Author

Nigel Maine

Nigel Maine

Nigel is the Founder & Managing Director of salesXchange and has been helping SMEs for over 25 years to develop their marketing, technologies and infrastructure to generate more profits, more efficiently. His recent book book "Integrate! The Essential Business Technology & Marketing Handbook" can be downloaded from Amazon.

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