After weeks of hard work and sleepless nights you have finally built a service that you are proud of. Through a mix of word of mouth and paid advertising, you have found a way to get visitors to hit your website. And then, you mess everything up by giving visitors ten’s of ways to leave your landing page without getting in contact with you? What just happened??
Overlooking your landing page is the most common mistake in lead generation. Your landing page is a basic representation of your user experience. You will not generate a lead due to traffic or because you have a great service. You’ll generate a lead if your traffic has a great user experience before they interact with your service.
Traffic + User Experience + Service = Lead generation
If you miss the User Experience part of the equation, you’ll simply be throwing money out of the window with no leads or low quality leads.
Step 1 – Clean Up Your Landing Page
Before we dig into landing page optimisation, please go through this first quick checklist. Just doing these 4 steps will drastically raise your lead generation conversion rates.
Landing Page Header
- Remove all menus in your header – keep your visitors focused.
- Make your logo unclickable, or make it refresh to the same page. Clicking on a logo is a reflex for a lot of visitors. Don’t let your visitors get distracted.
- Show your users the possibility to open an account with you. But replace anything clickable with some kind of “guest” icon. This is a first step of social proof, showing that, with your service, you can be more than just a guest. Everybody wants to get into the VIP room!
Landing Page Content
- Make sure that your landing page only talks about 1 unique service. If you want to promote more services, simple create another landing page and rotate your page at the client acquisition level.
Try it. This works! And please don’t hesitate to add a comment below when it does 😉
Step 2 – Your Headline Must Make Your Visitors Start To Read
Important: Your headline should have the html tag <H1>. This tag is used in design to make sure all of your titles have the same format. But it’s also used in marketing by search engines and advertising platforms to determine the most important element of the page.
Throughout this guide when we mention H1 or H2, it will respectively mean headline or sub-heading.
You are targeting people that have looked for a precise set of keywords or have showed a particular buying intent by clicking on your ad. And in theory, you should be offering a service that answers a need linked to these keywords. So it’s important to include the keyword again in the H1 of your landing page to reassure the visitors that they are in the right place.
You can get really creative with your headlines, but a solid high converting option is:
Headline (H1) = Keyword + [What will the visitors get by reading on]?
Storage Space London – Get The Best Price Of 2020
Interior Designer – Make Your Home Feel Unique & Special
Remember to also put your H1 in your Meta Title to show consistency to your visitors.
If you have more than 1 service or if your service has several goals it’s important that you create 1xH1 for each [keyword + service] combination that you want to promote.
Step 3 – Make Your Landing Page H2 As Sticky As Honey
Your H1 is why users start reading your page. Your H2 (sub-heading) is how you get them to stay on your page.
A good H2 format is:
[What will your service do] + [With this service]
Find the best XYZ by using our XYZ
Become happy by selecting a fun activity
Step 4 – Add Your Call To Action Section
This is your goal. This is where your visitors will turn into leads. So in this section, make it very clear to your visitors what they should do. If visitors decide to read more information on your page before converting, they need to remember where to come back to.
A good format is:
Left part of the page
- Beautiful picture representing your service
- Test a rotation of 3 pictures representing (1) your service, (2) the result of your service and (3) the emotion your client will receive once the service has happened.
Example: if you help families sell houses.
(1) Man in suit shaking hands (2) exchange of keys, (3) family with a big smile
Right part of the page
- Create a heading reminding the user what they will get (example: “Get your free quote”)
- Add a form collecting user information (the lead).
- Split your form into at least 2 parts. Use the part visible on your landing page to qualify the lead, but do not show that you will be asking for contact information at this stage.
Step 5 – What Are Your Company’s USPs (Unique Selling Points)?
If they are reading this, your visitors do like the look of your service. Now they want to know more about you. Who are you? Why should they trust you? How much is this really going to cost?
For this section, you need to think about benefits, not features.
Reassure your clients in 4 simple icon + text.
Step 6 – What Are Your Client Pains and Gains?
Reassured by your USPs, it’s time to get back to your service.
Find 3 client pains and show how your service will solve their problem with a pain reliever.
Or, find 3 client gains and show how your service will make them happy with a gain creator.
- Client Pain (title) + Your Pain reliever (subtext)
- Client Gain (title) + Your Gain creator (subtext)
- Picture left: text right
- Text left : picture right
- Picture left : text right
Finding client pains and gains can be confusing. If you’re stuck, we’ve created a quick list of questions below that should help you out.
What are your clients pains?
- What makes your client feel bad?
- What does your client find to costly? (It’s not just about money)
- What challenges does your client have?
- What makes your client look bad?
- What risk does your client fear?
- What common mistake does your client fear?
- What barriers does your client have?
What are your clients gains ?
- Which savings would make your customer happy?
- What do you clients expect?
- What does your client dream about?
- What are your clients looking for the most?
- What would increase the possibility for your client to buy?
- What would make your client’s life easier?
Step 7 – Show Social Proof On Your Landing Page
Your visitors now know that you have the right solution for them. At least that’s what you are telling them. But can they trust you?
Testimonials and reviews always works great. If you don’t have them yet, a quote from the founder will give your company a very personal touch. Don’t be too salesy. Just talk to your client. Say that you have had the same problems (or you know about their problems) and that you are trying to offer a solution.
If you do have testimonials, you can put them at the bottom of your landing page and add the founder quote just under the 4 USPs > Step 4.
Putting a title to this social proof section
Obviously you can simply put “reviews” or “testimonials”. But use can also use this title to show extra information about how you treat your clients.
- We will do everything in our power to make you happy
- Our goal is…
- We want to…
- Making your smile is…
Step 8 – About You
It’s time to finally talk about you. You have already given your 4 unique selling points and reinforced the reason of creating your business with the founder’s quote. Now it’s time to give more details about your business. When was is set up? What makes it so skilful to answer this problem? What have you done to make this possible? Why you?
This is a great place to put pictures of your office, your team, your mascot etc. Anything that makes you look real.
Step 9 – Call To Action (CTA) button
2 or 3 “Call to action” buttons throughout the page that take the user back to the top of the page.
Try and mix it up: Get it now / Buy now / Start Now / Launch etc.
Step 10 – Keep Your Footer Simple
Remove all links to categories and other pages. Just keep the hygiene links: privacy, terms and your contact details.
Step 11 – Improve Your Lead Generation Conversion Rate
This 1st landing page is your template. Depending on your market, your clients will need to be pushed towards the lead action. This can mean giving extra information, working on price or creating a sense of urgency. Clients react differently. Remember to test test and test.