How to Create Great Landing Pages for Small Business

How to Create Great Landing Pages for Small Business

What’s the point of developing a website, aggregating all the right information, optimizing it for searches and posting content online if it doesn’t demand that consumers browsing it book appointments or make purchases at a storefront? Too much effort is expended on attracting clients through the internet without properly optimizing that traffic to generate more business locally, and landing pages with the right engagement tools can be the key to turning that local interest into tangible revenue.


Why Landing Pages are crucial for Small Business


Landing Pages are any web page that directs a customers toward a tangible sales action – essentially, something that gets customers from browsing to doing business. A landing page must be centered on information about a specific product or service. It can also address issues for a specific kind of client, and you can even do multiple pages like this for the same product or service, highlighting added or specific value for each client persona you address. Landing pages are so fundamental to a business’ digital presence because a website is the front line where most new searchers will first interact with your business. Landing pages always incorporate a Call-to-Action (e.g. an appointment scheduling button or click-to-call services), and from there all text and design elements on the page are geared towards whatever call-to-action is used: the more clients activate these call-to-actions, the more leads you get!


It’s important that small business understand that simple web pages aren’t enough to get the most sales from visitors, as for every $92 spent on driving traffic to a website, about $1 is spent optimizing it for visitors. Optimizing Landing Pages can be key to driving new business, whatever the field (even political contests, where the 2008 Obama Presidential Campaign credits website optimization for $60 million of the funds it raised). Customers are often looking at multiple sources and go through as many as 10 search results before making a decision on purchasing a good or service. Instead of letting customers wander over to examine another business, landing pages convert a certain percentage of browsers to customers (anywhere between 2 and 20 percent) with the immediate, interesting and convenient nature of a landing page’s available actions.


Using the Right Content for Your Landing Page


With any landing page, the most important thing is a clutch headline. Does it grab the reader’s attention and push them to inquire further? Does it use active statements and emphasize the advantages of a product, business or piece of content? Emphasize the qualities of your business that make people feel special, like they’re getting something they couldn’t get anywhere else. Emphasis and enthusiasm are crucial for this, whatever kind of business you might be building the page for!


“Your Premium Salon, At Affordable Rates!”


“All the Lawn Furniture under the sun!”


“Don’t let the wrong accountant throw you for a loop…”


From there, every piece of content should guide your landing page’s visitors to your Call-to-Action, whether it be to schedule an appointment, receive a call, start a chat, or fill out a form, leave their email and begin a sales process. Consider using text that addresses your customers directly about why they need your product, photos which give your services a positive impression, or infographics which condense relevant statistics and make it clear that customers need to come to your business before they fall behind trends.


Generally, however, customer testimonials and figures proving the statistical benefits (or return-on-investment for businesses) of what you offer can be the clincher for customers looking to buy. When choosing one product or service over another, testimonials that speak to the situation of the customer you’re targeting can make the product seem familiar and relevant to their problems and needs, while proven performance can allow customers to evaluate whether your product is worth their money. Usually, if you can prove measurables on your previous success, you’ll see that many customers will be willing to give you a chance, even if their expectations may exceed the benefits you can promise.


The Impact of Calls-to-Action


Once you’ve created an effective pitch to convince potential customers, you need to put the right call-to-action at the heart of your Landing Page. This is a button or prompt that connects the customers with a business, whether by getting them to schedule an appointment, use a click-to-call, open a chat or fill out a webform with their contact information to request a product demonstration or a consultation according to their needs. These can be powerful tools, and click-to-call is just one example of the response consumers have with them in place. Fully 70% of mobile searchers use click-to-call, the most popular call-to-action, to connect with businesses they want to shop at, and 61% found it “Extremely or Very Important” in their purchasing decisions. Calls-to-Action can make a difference between a successful sale and a customer who will never look to purchase again.


Fully 86% of online customers are less likely to return to a company’s website after a poor experience, and 22% of consumer say it would only take a single poor experience for them to leave a website for good and shop elsewhere. 43% wouldn’t hesitate to share that experience with others, spreading bad word-of-mouth – the death knell for any Small Business. While a good experience through strong content and an appropriate Call-to-Action can bring in a customer and keep them coming back, failing to do so can keep them away forever.


Selecting and Placing Calls-to-Action


With the best experience in mind, different Calls-to-Action require different placements within a landing page. For instance, if you want your clients to schedule an appointment or leave their contact information, keep things near the bottom of your pitch, while a click-to-call or live chat offers more support to your customers through your sales process and should be kept alongside or nearer to the top of the content on your landing page. Calls-to-Action don’t have to be singular or isolated either, as any one of them can be mixed with general contact forms which collect crucial contact information like first and last names, phone numbers and emails.


When managed through a CRM, this information can be used to market back to customers who haven’t yet made a purchase but are interested by your products. To get even more out of different actions on your landing page, including social sharing buttons for platforms like Facebook, Twitter, Google+, email and more at the top of your page can easily allow consumers who may not be personally interested in your products or services to share them with your community, ultimately leading the right people to your business and the value it offers them.


Positioning Your Landing Page for More Success!
Whether you’re just starting to build your web presence, or already have a sophisticated one that you are simply looking to improve, landing pages can be crucial in converting your web visitors into loyal customers. To get the most out of them, consider applying more effort to SEO, enhancing your social media content, getting the right CRM, or asking your customers for more review content to do your best in attracting web traffic and converting it into more sales. Landing pages are center of gravity for converting customers through your online process, so once you invest in them, be sure to invest in the things that help them perform better!

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