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14 January 2020 Blog

Hello, Can We Talk?

Promo Landing Pages - Your Marketing Engine

Marketers know the fundamentals of Home landing page best practices: 1) Relevant and Compelling copy, 2) Top-right form placement, and 3) Social presence. The following simple actions can also boost your page conversions. 

Speak to Their AOI

The old one-size-fits-all content doesn’t work today. To achieve real engagement in your landing pages, use lively content that speaks to this audience (area of interest), as if they are a new friend and you are getting acquainted. Define a message based on what you already know about them—mention things they relate to such as their work or industry or even hobbies then define how you share common interests.

When you set yourself apart with text that doesn’t sound like it just came out of a jar, more times than not they will stop and read on … because you are different! And, they know that your attention is aimed at them.

Up Your Image Game

Humans process visual information way faster than reading text. That’s why it pays to spend more time choosing images that appropriately impact for those you are pursuing. Rather than show them a picture of your product, your headquarters building or company President, consider who you really want to attract – then use images that appeal to them. If you spark an emotive response that they relate to, they will stop and check out the message.

Use Forms or Not

With more buyers using mobile devices and social media platforms, it’s harder to stay connected. Meaning forms may not be the best way to capture data anymore since people don’t really want to fill out a form ‘right now’.

There’s a bunch of non-intrusive ways to gather prospects’ information that capture registration and lead information through social media channels. By integrating your paid ad campaigns with your marketing automation tool/CRM system, you capture the data you need without hassling your prospects or redirecting them to another “Form” page. And, when prospects aren’t required to fill out form fields up front (yet know that their information is being collected), they appreciate the shortcut.

These tips can be fixed right now; if you do you’ll start seeing more responsive results very soon. So, before you send out your next marketing message, think critically about your landing page. Ask yourself:

  • Is the image really impactful?
  • Is my text personalized and targeted?
  • Have I minimized the number of form fields?

Do some or all of these things and you’ll begin to notice high-converting campaigns. And by testing and optimizing each element as you go, you can push your conversions even higher. Happy landings!

Pat Dwight

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

Tell Us Why You're So Terrific

Website landing pages convince customers to engage and convert. They grab readers’ attention with catchy headlines, easy, pithy text, short paragraphs and bullet points, with dramatic images that strike an emotional response. Yes, there’s more to building a high-performing landing page than meets the eye.

1.  Landing Page Objectives

Hub-style Landing Page: These pages contain multiple offers—infographics, e-books, videos, whitepapers, and more. People seek them to educate themselves about a topic and while they attract a lot of views, they generally result in fewer conversions. So, if your goal is to engage top-of-funnel prospects, hub-style landing pages will work.

Single-offer Landing Page: These pages include only one asset—a research report or a buyer’s guide, for instance. They’re designed for people who are already aware of a problem they need to solve. Single-offer landing pages may not generate as much traffic, but readers who wind up there are more likely to convert.

So, if you’re targeting prospects further along in the customer journey, deploying single-offer landing pages is a wise move. Both styles are proven; deciding on who you want to find your website will determine which is best for you.

2. Consistent Story Thread

Landing pages should fit the message told to your audience. Like a book, landing pages draw in readers and set the stage for what’s to come. A landing page makes or breaks a website view option! It’s really important and if you miss the mark at Home … they’ll leave and not even see your great story. Make your landing page resonate, vary material and offer enough value and intrigue to convince prospects to stay and learn.

3. Build A Working Landing Page

Can you say … “Customer Experience”? If you leverage innovative marketing automation software, you’ll gain viewership. Remember, your headlines must roar, not whimper! Grab visitors and quickly convey who you are, as in what you can do for them and why they will benefit by reading on. It’s called a unique selling proposition (USP). Use the word “you” to speak directly to them. Further clarify your USP with benefits ... what they gain by exploration.

Landing Page Images - Any photo or video on your landing page should help the visitor evaluate your offer, and if it doesn’t, fix it. Help your visitors evaluate an offer with:

  • Introductory video that proving you’re a credible source of information or solve a problem for them
  • Images that reveal different product angles and features that clarify and entice
  • Vision images help visitors imagine what their lives could be like using your product or service

4. Your Call-To-Action Button

  • Make it benefit-oriented for them.
  • Make it stand out – contrast other copy size (bold or italics), colors or images.
  • Make it look like a button. People like buttons and quickly recognize them.
  • Link to Contact Us page

5. Why Are You So Terrific?

Offering “social proof” … someone says … they think your product is better because a stranger says so. Consider suggested topics like these for rave reviews:

  • Display enthusiastic reviews from people who like your product or service.
  • Showcase high-profile places your brand has been featured.
  • Include emblems of trusted clients or customers.
  • Feature detailed testimonials from happy customers with their photo or company logo.

If you have any question about this article give us a call: 949-454-6149. The websites we build follow these key tactics. Our clients consistently enjoy steady clicks and get “Learn More” inquiries. HQZ Experts removes the guesswork from website marketing … So, let’s talk.

Pat Dwight

HQZ Experts assists clients in working more efficiently, solving marketing issues and managing tactics.

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

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