By John Sonnhalter, Rainmaker Journeyman at Sonnhalter
Landing pages are a great way to both monitor and capture information. The key to successful landing pages is to focus on the one message that got them to that page and deliver.
No matter what kind of promotion you are doing, when going after the professional tradesmen, the bottom line is you want them to ask for more info and then ultimately make a sale. You can’t do that in an ad (print or digital) by itself. You need those that are interested in whatever it is you’re selling to go somewhere to get more info. Effective landing pages make it clear what the visitor is going to do/get at the site.
A good call to action should fit seamlessly in the flow of the landing page so even if they are scanning the page it will stand out and will give them a clear and compelling reason for a next step.
Make sure the call to action is “above the fold” if your landing page is more than one screen. We don’t want to take the chance of them not scrolling down to get what they want. Give them more details on what you’re offering and a reason to give up their contact info in order to get it. If you’ve promised a contractor a mobile app that will make his life easier, tell him in more details why.
Landing pages help segment markets, capture leads and make it possible to monitor advertising effectiveness.
- By directing them to a specific page with an offer and the appropriate form to fill out, it makes it more likely that they will complete the form and convert to a lead.
- If your visitors decide to download your offer, why not invite them to share your content?
- Lead nurturing is a very important part of the process. 50% of those who respond aren’t ready to buy just yet.
- 78% of sales that start with a web inquiry are won by the first company that responds.
- By sending a follow-up thank you to those that downloaded material, you have the opportunity to offer them additional info and downloads, as well as asking them to share this with others via social media.
Contractors’ time is precious, so keep the message to only a few short paragraphs and use bullet points where possible. Test it out first. Pass it by some contractors to get their feedback and see if they get the intended message the way you intended.
You’ve spent time, money and energy to get them to this page and you don’t want to lose them.