Overview

In the last post, we focused on the ‘why’ of implementing landing page optimization. Now it’s time to move on to the ‘how’. In this two-part series, we’ll focus on how we can make all your landing pages look, feel, and work with five-star fury. 

A quick recap of the ‘why’ of landing page optimization in case you missed out on the last post: 

  1. Your landing pages are a crucial part of your digital marketing campaign. Every single dollar you spent acquiring traffic ultimately only converts into billable leads if you design landing pages that do the trick.
  2. Your landing pages represent your brand online. People tend to associate a higher quality of product/service to a website that feels superior. This is just a natural human tendency. 
  3. It is information to review user activity on your website, make the necessary changes to improve user experience.

Value Means Everything

In today’s highly competitive landscape, value means everything. If your audience finds value in what you’re offering, they will love you for it and be a loyal customer.

How do you articulate value?

What made you start your business in the first place? What is that one thing that makes you different from all the other lemonade stands in the park? Let’s say that you use organic lemon. This is a benefit of your service that you should clearly highlight on your landing page.

Once you find the key differentiators that make your brand unique, you need to communicate this with your audience. Add your unique selling proposition in your headings, body text, images, call-to-actions, and other landing page elements.

Convince them. Convert them.

Create Credibility & Close More Leads

There is nothing that convinces the audience on the verge of making a decision more than a credible backing. One way you can establish trust & credibility is by using customer testimonials either in the form of text (with images) or video. 

There’s nothing like a well-crafted video to instil confidence & trust for your brand. Have a look at these video testimonials if you need some inspiration. 

Credibility can come in different forms. Identify what works for your customers and then start creating content that will develop confidence and trust among your audience segments.

Get More Leads & Save Time

Let’s face it; there’s nothing more annoying than filling out explicitly long contact forms. When it comes to obtaining information from your website users, only ask for the most critical information. 

The idea is to keep everything that’s redundant as far away from the contact form as possible. In most cases, there is a directly proportional relationship between the number of elements in the form field and the number of leads obtained. 

You can also take this idea up a notch. Automate the lead capturing process with the help of a conversational chat-bot. Most chat-bot platforms out there help you create high-quality lead generation bots. Read more about chat-bots and lead generation over here. 

These bots can also be used for generating more engagement with your website. We’ll explore this topic more in detail in another post. 

Educate Visitors & Get Them Onboard

Sometimes the most excellent sales tactic is not trying to sell at all. ‘In-your-face’ selling tends to do more harm than good, annoying prospects who would be interested in buying from you. 

An alternate strategy is to educate your audience. Identify topics that are important for your audience and create content pieces that entice them to give you their contact information. 

If you are in the cosmetics industry and plan on bringing a new skin cream to market, then an ebook that lists out natural skin-care tips & tricks could be a great way to forge a list of prospective customers before you launch your product. Ask them to trade in their email address to get access to the content. 

Check out this blog post to get a sense of how you can create an irresistible ebook to generate more leads. 

Conclusion

Now that you have an idea of how you can start optimizing your landing pages. It’s time to get to work and start creating a path of least resistance for your customers, on your website.

We’ll be back with more ways to optimize your landing pages with our next post.