The 5 essentials to a successful landing page

the 5 essentials to a successful landing page header image

the 5 essentials to a successful landing page header image

You may have heard us mention a number of times about landing pages, but we haven’t covered them in detail in any of our recent blogs.

Today we’re going to take a closer look at landing pages in 2016, and what you should focus on to make your landing page as successful as it can be.

 

What is a landing page?

It can be really easy to get confused as to what a landing page is. It’s just a page that your visitor lands on right? Not quite.

As Hubspot so eloquently put – “All landing pages are web pages, but not all web pages are landing pages”.

Simply put, a landing page is a web page with a focus on a singular purpose, without the distraction of the rest of the website.

So, for example, you may use it to get someone to sign up to the free trial of your software. Or perhaps, to download an eBook, or for a discount voucher.

These pages can rest on your regular domain, but are hyper relevant to that specific topic. So this means removing all links to other distractions, and making it simple for your reader to ingest the information.

 

So might you use a landing page?

Landing pages are known to greatly improve conversion rates, as they are targeted. So how can you use landing pages for your site?

  • Signing up for a free account
  • Signing up for a course
  • Signing up for a free guide
  • Get a quote
  • Free review or analysis
  • Schedule a consultation

If you want to see some of these in action, go to Hubspot’s Landing Page Best Examples article, for some great (and varied) examples.

 

What do you need to focus on?

So these can be used is a variety of ways, for a variety of different purposes. How do you even know where to start when it comes to your landing page?

Here are 5 steps that should start you off in the right direction:

 

A valid offer for a landing page

Landing pages massively increasing conversions sound great right? However, that doesn’t mean you should set up landing pages for everything. Your website should be doing the job as an informative tool of your services. Landing pages offer a targeted option to persuade users to complete a certain action.

In order to persuade your users, you will need a good offer that is of value to that user. For example, you may be trying to grow your contact list of those who may be interested in your inbound marketing services. You would perhaps offer a beginners guide to inbound marketing for your business. This would be downloadable in exchange for contact information, and would provide value to those users.

 

A clear, short and simple layout

Now you have an offer that’s valid, you begin to put together your page. It’s best practice to keep your information above the fold where possible.

This isn’t always possible, but having your main information, and your call to action as the first things on the page will increase conversion rates. This is as users don’t have to work to find the information, what they wanted is right there for them.

When designing, consider how this will look on different devices, is your call to action still prominent?

 

Informative, professional looking content

Once you have an idea of how you are laying out your page, you will know how much content you need to include.

Again, it is better to keep this to a minimum, as a wall of text is going to cause a barrier to your conversion. But this needs to be precise, and informative, without being too pushy. Your audience is not here for a hard sale.

You also need to pay close attention to your font. Always ensure it is clear, and professional, and follows brand where possible. The last thing you want when a user gets to your page is to not be able to read the instructions.

 

Contrasting call to action

Your call to action is what is actually going to get the user to click. It goes without saying it needs to obvious, and as we have already established – above the fold.

One of the most popular tips is to have your call to action button in a contrasting colour to the rest of the page, to make it stand out. You could also consider using arrows, or images that point towards your form or call to action.

Also consider the text on your call to action button. This needs to be persuasive, and clear as to what will happen when the user presses it.

 

Trustworthiness

When you take away the links to the rest of your website, you can remove all signs of trust for a potential customer. They don’t know if you are who you say you are.

Consider adding your accreditations to the page. Or perhaps testimonials or reviews. You could even use some snapshot into your social media accounts. Anything that will reassure a nervous user that you are trustworthy, and telling the truth.

 

Remember though, all landing pages are different, and will perform differently. It is always best to A/B test landing page, so that you can gain the best results for you. The above will help, but nothing will be as useful as seeing results for yourself.

Consider changing the headline, content, layout, images and call to action to see what works.

If you are in any doubt when it comes to landing pages, our friendly team can help. Just give us a call on 01543 495752 and take advantage of our free marketing consultation.

9 Ways you can use Video Marketing in your business

9 ways you can use video marketing in your business header image

9 ways you can use video marketing in your business header image

It seems this year, you cannot escape video marketing, and the fact you should be using it for your business. You are probably already sick to the back teeth of hearing about it, so why is everyone crazy for video?

Well let’s consider for a moment the fact that YouTube is the second largest search engine in the world. That’s a lot of search for a video based platform. Meaning that you may be focusing mass efforts on gaining rankings for your website in Google, but completely overlooking the next largest search by avoiding video marketing. Not to mention that Google owns YouTube, so making the most of the opportunities on both may jump you above your competitors.

 

But is it really worth it? Let’s take a look at some figures:

 

Are you considering video marketing a little more now? Now where do you begin? What do you even make videos about?

Here are 9 ways you could potentially approach video marketing:

 

Promo Video

Let’s start with the most obvious. A promotional video is where most companies begin their thought trail, and it may be just the thing your business needs.

Think of this as your sales pitch. This is you demo, and your benefits, and your prices and your close. It’s everything your sales guy would be doing, just in video format. This could display on a home page, a landing page or even something you include in packs to potential clients.

Yes, this is probably the most cliche of our suggestions, but for some businesses, it really works. Just for your own business, off the customers you have, if this would be the right method for you. If you do not know why you are doing this style of video, or this isn’t your normal style, go for a different approach.

 

Product or Service Demo

If a sales pitch isn’t quite right, then a product or service demo might be more suitable. Something that displays to the customers the ins and outs of what would happen if they were to purchase from you. Just minus the hard sell.

This could be an example of your product itself in action. If it has multiple uses what would those uses be, and showcasing the benefits of this. If it’s your service, it could be a walk through of what happens on your end, before a customer would actually see the benefit. So for example, if you were an SEO marketing company, it may show clips of the process the marketer goes through. Or the tools they may potentially use, and how they would craft your monthly report.

This allows you to build trust with your potential customer. To show that you do know what you are doing, and that there are standard processes in place.

 

Tutorials/Walk Through

There may be more complex topics that usually require you to explain in detail over the phone, or email, or perhaps it makes a lengthy appearance in your FAQs. This is something that could be transferred to video, making it simple and easy for your customers  to find answer to their problem.

This could be on using software on your site, a particularly awkward product, or just a part of normal process you get asked about a lot. Here you have the opportunity to address does potentially painful moments for your customer before they even happen. Meaning they are on side straight away.

 

Animated versions of your blogs

Videos take a lot of planning. Sometimes the thought of planning and releasing a video, on top of creating all this lovely content for your site can be enough to put you off. But why not put your blogs into video format?

You have already done the research and creating of content, then you just have to decide on the format for your video. This could take the same shape as the previous point, an example how to, where you walk people through difficult topics, or it could be an animated version of educational topics.

 

Behind the scenes

Same as you may occasionally post the odd candid picture of your team at work. Like, perhaps enjoying some cake on a Friday afternoon? These glimpses behind the scenes can make for great content on video.

You may have seen some of the videos we post of The Marketing Dogs running around the office. This is daily life to The Marketing People team, and not always the most interesting part of our day. However, by filming this little routine and posting it, it shows a little insight into who we are as a company.

Perhaps you have a motivational Monday talk, or you gather on a Friday to celebrate the week you have had. Perhaps you have all dressed up for charity, or have all got together for a staff outing. Posting short, candid videos (though completely appropriate please folks!) can speak volumes about the business that you are.

 

Newsjacking

Newsjacking is also a great reason for video. For those of you who aren’t familiar with Newsjacking, it is using a topical or trending topic to advertise or promote your own services. There are good ways to do this, and ways you should avoid, which we have spoken about in our blogs previously.

Video is great for this as you have more opportunities. Such as recreating viral videos yourself, or lip sync to popular songs. Beware of copyrights on this, and always give credit to the originator, but have fun perhaps taking the micky a little bit.

 

User generated content

This is a favoured one by several companies, and for good reason. This not only do you cut your workload down by not having to create all the content yourself. It also engages your customers in a positive way, and reinforces to your prospects just how much it rocks to be one of your customers.

You can entice people to complete a video and submit it by running a competition. Have people take videos of them using your product or service.

 

Video Testimonials

We know testimonials are a good move. In an online age, people like that reassurance of knowing other people have made a purchase here, and were satisfied with the result. Video testimonials further emphasise this, as there is no way to argue their authenticity.

Reassure your potential customers with a video testimonial on your landing page, or perhaps on your product overview page.

You could even start an offer. For example, when someone purchases a product or service, they receive their thank you email. On this email they have the option to upload a video testimonial within 2 weeks of purchase, to receive a 10% off voucher on their next purchase.

 

Recruitment and training

Our finally suggested use can be used on your site and internally. When you are advertising for new staff, why not offer them the option of a walk around your office. Or perhaps an insight into an average day in the life of one of your employees.

This can make it easier to showcase the tone of your office, the expectations you have of your staff, and the duties they will actually be carrying out. This, alongside your usual job description should not only attract more interest, but should attract the right type of candidate by giving them a glimpse into the job.

This could also be used as a tool throughout the interview process, or even once you have offered the job. Videos offer some insight that a job description just can’t.

 

We’d love to hear how you have used video marketing for your own business, and what sort of results you had. Leave us a comment or post to our social media to tell us your story, and you and your video could feature in a future blog.

If you are considering video marketing for your business, but are still a little stuck on where to start, why not take advantage of our free marketing consultation? Just call 01543 495 752 today to see how we could help.