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October 12, 2017

Landing Pages – The life and death struggle to get those clicks

By Ella Wilson

 

Computer-on-landing-page
Make your landing page the best – it’s what makes or breaks your conversions!

Got ads? Got clicks? Awesome! Now what?

NOW – you gotta send your people to a landing page.

A landing page is where people “land” once they click on a button in an ad, email, or social media post that’s offering them something they want. The landing page is where they get it.

Landing pages are where your offer lives or dies

Your landing page is the last step before people take action. This is where their anxiety, suspiciousness, and skepticism kick in. Yes, even if you’re giving away something for free – the landing page is what people are staring at while they second-guess themselves.

First, you crafted an offer they couldn’t refuse.

Then, you made ads that drew them in.

The landing page is where you seal the deal. This is where your leads actually give back to you, so here’s where the magic happens. Take heed – don’t blow all your hard work now!

You can really screw up your landing page

People who aren’t in marketing think that as long as their landing page has a form and a button, they’re good to go. That is so not true. You’ve probably clicked on ads yourself and then, when you got to the landing page, you changed your mind and didn’t go through with the sale, right?

Maybe you just got a funny feeling at the last minute. Maybe something seemed a little scammy or fishy, and you suddenly didn’t trust this company enough to give them your information.

Sound familiar?

Some things that turn people off on the landing page:

  • It looks like a scam – If everything is blinking or it looks like a third grader designed it, guess what? People’s trust in you, that you are who you say you are and that you’re going to deliver what you’ve promised, plummets.
  • It doesn’t match the ad – Your ad and your landing page need to be designed and worded so there is no mistaking that the two go together. People are incredibly wary of internet advertising these days, and for good reason. They don’t want to be tricked into signing up for something they don’t want, and lord knows they don’t want a virus. You want them to feel all warm and fuzzy by reassuring them that yes, they are supposed to be there. Plus, when your landing page and ads match, you’ll get a better rating by Google, which helps your ad spend and placement.
  • It doesn’t remind people what they’re getting –Ever walked into a room and wondered why you came there? The internet works that way, too. Don’t expect people to remember all the great features of your offer after they click on the ad.
  • Too long – Who has time to read all that? Seriously. Do you? Make it short and sweet.

The Good Stuff  

Now that we’re talked about what you shouldn’t do, let’s talk about what you SHOULD do.

Miniskirt it – Keep your copy long enough to cover the important stuff, but short enough to be interesting.

Have a video – Having a short video (under 3 minutes) on your landing page has been proven to increase conversions. In fact, 90% of people say that sales videos influence their purchasing decisions.

Use the same name on the ad and landing page – If you’re calling the product you’re offering “Joe Bob’s Incredible Sock Sorter” on the ad, you call it “Joe Bob’s Incredible Sock Sorter” on the landing page, too. You don’t want to give your prospects any reason to get suspicious at the last minute.

I like big buttons and I cannot lie – Make sure your landing page visitors know EXACTLY what they are supposed to do! Big buttons, instructions like “click here” or “fill out this form” are 100% necessary.

Always include contact info – If someone clicks on your ad without knowing anything about your company, they might want to do a little digging before they sign up for something. Wouldn’t you? Go ahead and put a short bio about your company right on the page and link to your real website, as well.

Landing page builders we trust

Personally, we believe that the best landing pages are built from scratch. Just like home cooking and actual-wood furniture – the real thing is always better (and particle board sucks).

BUT – if you’re a DIYer, and you LOVE taking on new projects, then you might want to try one of the landing page builders that we recommend:

Infusionsoft – If you already have Infusionsoft, using its landing page builder makes it super easy to build landing pages and connect them to your campaigns in a snap.

Leadpages – Leadpages is a low-cost landing page builder that doesn’t have ton of features, but it is easy to use, even for noobs.

Click Funnels – Click Funnels offers some cool functionality in their builder, like lots of customization, tracking codes, and a lot more.

Need a landing page that WOWs your customers into a button-clicking trance?

We can do that. Start today with a FREE 1-hour consult with one of our marketing geniuses. Give us a call at 877-236-9094 or visit us online at www.GetUWired.com.

 

 

 

About Ella Wilson

Ella WilsonElla Wilson is GetUWired’s “Queen of Words.” This world-class marketing copywriter is a former journalist and travel writer who’s spent the last decade weaving gripping tales for publications coast to coast. She’s got her finger on the pulse of today’s marketing trends. Notable clients who have been graced with her powerful prose include FUBU founder and Shark Tank star Daymond John, self-help star and Emmy-award winner Rhonda Britten, and New York Times bestselling author Dr. Daniel Amen.