Hi friends! Remember earlier in the week we talked about the concepts of pay-per-click (PPC) advertising? (If you missed that post you can catch up HERE). One of the key takeaways in understanding the core concepts of PPC advertising is creating a landing page that converts. After all, if your landing page isn’t causing your visitors to take action all the PPC advertising in the world won’t help grow your business. In fact, it will end up frustrating you and cost you more money in the end.
Today, I’m breaking the concepts behind conversion-centered landing page design. Whether you’re designing your own pages or you hired a web designer to tackle the job, use this as a guide to make sure your landing page will get the job done. (By the way, if you’re looking for someone to create awesome, high-converting landing pages you can HIRE ME. I’m accepting a limited amount of new clients. Connect with me HERE and tell me what your needs are.
Okay, let’s dive in and first discussion what conversion-centered design is.
Conversion-centered design focuses on the design that achieves a specific business goal.
For example, if you’re a real estate agents looking for qualified, first-time home buyer leads you might want a landing page offering a free mortgage checklist. Conversion-centered design guides the visitor through the process towards a call-to-action. Call-to-Actions (CTAs) use psychological triggers and persuasive design to increase conversion.
Use attention-driven design to apply focus to your conversion goal.
You want your lead form to stand out boldly on the page. Use a contrasting color, different from the rest of your page. This way, the visitor’s eyes are drawn towards the form. Also, follow the KISS (Keep it Simple Stupid) principle. The attention ratio is 163:1, the ratio of things you can do on a page compared to the number of things you should do on a page. What this means is you don’t want to confuse your visitors with lots of different features and text on your page, distracting them from what you actually want them to action on.
Remember, as the attention ratio goes DOWN the conversion rate goes UP. Stick to one conversion goal on your page for optimal results.
Context and Clarity are the next two principles of conversion-centered design. Context signals will vary depending on the inbound channel you’re using to drive traffic. Does your page communicate a unique value proposition so the visitor knows what the page is all about.
Using the earlier example of real estate agents looking for qualified, first-time home buyer leads, does your page speak to the needs of first-time home buyer. Does your page look trustworthy? Do you indicate that you are a trusted advisor in the field of first-time home buying? Your visitors will be searching for all these cues to determine if they want to act on your offer.
Make sure your visitors know what to expect if they click the call-to-action. The post-click depends on how well you deliver the pre-click promise.
If you want a landing page that converts you must make sure that every element of your page aligns with, and only with, your campaign goal.
Every landing page should have a headline, subhead, benefits or unique value proposition, a form, call-to-action, and a closing. Use bulleted lists and contrasting colors (did you know that orange is known to generate positive feelings and is a great choice for a CTA). Directional cues like arrows will help draw the visitors attention to the call-to-action.
Nothing feels more trustworthy than delight.
Visitors will be unlikely to act on your offer if your page doesn’t appear trustworthy. Reviews and testimonials are great ways to establish and verify trust. If you’re creating that page for first-time home buyer leads, you might include a short testimonial and picture from a past first-time home buyer client. Remember: focused, reliable, clear, aligned and believable. Your message should be all of these things.
A strong closing will make or break your page. Is your closing love or spam?
You want to make sure you apply positive click triggers to eliminate negative triggers at the point of conversion. And remember, the love shouldn’t stop post-conversion. You’ve got to love on and nurture these leads to convert them from a lead to a client, right?
Keep the momentum going, post-conversion with additional opt-ins for newsletters or special neighborhood home reports.
I’m going to talk more about how to set up your email campaigns to attract and convert leads in a separate blog post but for now, remember this, love on those leads, agents! Isn’t the rule of thumb in real estate that it takes 7-10 personal touches to convert a lead to a client? If you’re doing nothing once the lead downloads your home buying guide, the energy and money you spent creating an awesome landing page is useless.
Oli Gardner is marketing genius. I’m serious. When I was getting my degree in Internet Marketing, learning how to become a digital marketing expert, I heavily relied on his expert articles, videos, and how-to’s. He is the reason I love what I do and am able to help real estate professionals become more profitable.
The quote speaks for itself. If you want to capture and convert leads online, on social media, through email — you need a dedicated landing page.
If you’re looking for someone to create awesome, high-converting landing pages you can HIRE ME. I’m accepting a limited amount of new clients this year.
Connect with me HERE and tell me what your needs are.
- Seven Easy Steps to Creating a Landing Page that Converts - November 1, 2016
- Understanding Pay-Per-Click Advertising for Real Estate - October 30, 2016
- Writing Real Estate Headlines that Convert - October 27, 2016
- Why Online Brand Management Matters - October 26, 2016
- The Basics of Search Engine Optimization - September 20, 2016