If done right, landing pages are a highly lucrative and effective lead generation tool. Get it wrong and you won’t feel anything but the frost bite of a cold shoulder. Bask in the warm glow of success – certify your page is relevant, honest, appealing, and savory.
- Wait, what?
Believe it or not, the top complaint amongst consumers is that most landing pages simply don’t make sense.
The last thing you want is blank stares, fingers on the jaw, and mutters of “I don’t get it” – like a kindergarten class studying a Jackson Pollock painting.
You’re trying to coax and lure those leads out of hiding, not confuse them until they duck out the back door in an attempt to escape your awkwardness.
The goal of your landing page is to generate viable potential clients that lead to a conversion. To reduce weaning out the riff raff, be concise – commit to one campaign goal.
- Why I oughta
You are only as good as your word. And nothing could be truer when it comes to how you market, especially when it involves insurance and financial services.
Money and health – kind of big deals here for us mere mortals.
Your landing page must be upfront and deliver exactly what it’s putting on blast. Same goes for your hero shot – the main attraction. If I buy a ticket to see a zebra, I expect a zebra, not a donkey painted like the Hamburgler.
Don’t bamboozle the consumer. Not just because it’s annoying, which it is, but because it is a time wasting ruse that only prevents you from pursuing a bona fide sale.
And if you purposely use cheap tricks to draw in leads, well… there’s a name for folks like you.
- Give it to me straight doc
If you want to sharpen your advertising edge further, you’re going to need to get to know your audience a little better.
Don’t worry, I’m not talking about brunch and a walk on the beach – leave that for date night. Just brush up on a few psychology basics to understand consumer triggers.
Jane E. Raymond, PhD, a professor of consumer psychology at the University of Wales in Bangor, stated, “Our research suggests that we actually process information in gulps. The brain goes out, grabs a bit of information, digests it, then grabs another bit.”
This makes timing and placement crucial elements. For example, Raymond explains that viewers respond more positively to images on the ride side with text on the left.
Raymond is also a huge proprietor of logos – which imprint brands on viewers more effectively than the written word.
Capture attention first by appealing to the aesthetic nature of the consumer – then pitch the details.
- Oh you shouldn’t have
Costco doesn’t hand out free goodies simply because they know you like fresh Hot Pockets – they’re constructing the gingerbread house to your Hansel and Gretel.
Now of course no one is going to buy the cow when you’re giving the milk away for free, but a little sippy might just do the trick.
Once the consumer relinquishes their information via your landing page, reward them. Offer them a subscription to a newsletter to keep up to date or send links to special offers and promotions.
It’s pure and simple positive reinforcement.
If your business was an entry in an apple pie baking contest, your landing page would be that first delectable bite.
That initial taste should be warm, comforting, and absolutely irresistible to ignore.
Don’t let your hard work get chewed up and spit out.
With a little elbow grease, you can turn your operation into a well-oiled lead generating machine with a blue ribbon on your lapel to boot.