Turn Prospects Into Customers With Your Landing Page – We’re sure you see why a good landing page is so essential to your business’s success, so let’s take a look at what a high-converting landing page should contain. This information has been proven successful across dozens of different local business verticals and results from years of testing and millions of dollars in ad spend. It’s what we’ve found to be the most effective method for getting local businesses’ phones to ring.
The header is the section of your website that appears at the very top. Because you don’t want it to take up too much of the crucial above-the-fold space at the top of your site, it should be relatively narrow.
You should put only two things in the header: your logo on the far left side and a call to action on the far right side.
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This call to action should be written in a large font so that it stands out and is easy to read. When it comes to a local business, we almost always include the phone number.
Don’t just put the phone number up there, though. Give people a reason to call you by including a specific call to action above the phone number. Something along the lines of “Call Now for a Free Estimate/Consultation/Quote.”
Image or video
A video or image should appear beneath the main headline on the left side of the page. (You can place this video or image above or below the main headline.) We’ve tried it both ways, and the conversion rates don’t seem to differ significantly.)
The image or video should follow the same strategy as the rest of the landing page:
- Make a solid first impression.
- Simply put, you want something that looks professional and aids in communicating the benefits you provide.
- Keep your video brief: around a minute or a few minutes at most.
Make sure the image is relevant to your company. It’s best if it’s a photo of you or your staff smiling or one that visually depicts the advantages of using your services.
The headline is, without a doubt, the most important copy on your landing page. It’s critical because it’ll be the most-read copy on the page, and it’ll determine whether your prospects read the rest of the page or click the back button.
There’s no shortage of detailed information on copywriting and headline creation available online. Most of them require you to think deeply about it, create a customer avatar, consider a lot of theoretical material, generate 100 ideas, and so on. We are not dismissing any of this information because it is beneficial. Our goal, however, is to make things as simple and straightforward as possible for you.
We obviously can’t write your headline for you; you’ll have to think about it and at the very least make a list of your best benefits and main selling points. We will, however, share a headline template that has proven to be effective on several landing pages we’ve designed for clients.
Here’s a sample headline and subheadline:
Is it possible for you to… (Insert Benefit 1, Benefit 2, and Benefit 3)))))))))))))))))))
If you answered yes, contact us right away for a free consultation and to learn more.
Let’s look at a few examples before diving deeper into this formula.
Here’s a good one for a title loan business:
Would you like to get cash in 15 minutes or less with no credit check and the best rates in town while keeping your car?
If you answered yes, give us a call at (888) 555-5555 or see us at (location address).
A mortgage broker’s job description is as follows:
Would you like to lower your monthly payments by refinancing your home at today’s low rates, even if you owe more than your home is worth?
If you answered yes, call right now for your free consultation, where you’ll learn.
One of the keys to this headline template’s success is to put your prospects in “Yes” mode, which makes them more likely to accept your offer psychologically.
Your prospect will see the yes at this point, so you’re putting them in a “yes” frame of mind. That’s why we follow up with “If the answer is YES…” to capitalize on their willingness to say yes, and then we end with a call to action. The promise of discovering the biggest benefit you offer prospects follows that call to action.
Bullet Points/Body Copy
This section, which appears beneath your headline and subheadline on the left side of the page, expands on the promise/offer/value proposition that was established earlier.
The majority of people will skim through your copy rather than reading it completely. So only a few short paragraphs and three to five bullet points are required. Bullet points are a list of short, punchy sentences that communicate the main benefits/key points about your company that prospects should be aware of. Keep it short, sweet, and focused on the main benefits you provide to your customers.
Use this form to contact us
Not everyone who visits your website will call. Those who don’t want to call should submit their information through a contact form on the landing page.
There should be a clear call to action at the top of the form that explains why they should contact you and what they’ll gain by doing so. Only ask for the information you need from a prospect on the form itself, usually their name, email address, phone number, and an optional “comments” field where they can leave any comments or questions.
You can also be creative with the button that a visitor must click to submit their data. You can use a generic “Submit” button or a button with a specific action/benefit, such as “Get Free Estimate” or “Get Free Consultation.”
The “Proof Zone” is a place where you can test your skills.
The area beneath the contact form is an excellent place to demonstrate your company’s legitimacy. The information in this section is referred to as the “Proof Zone” because it should assist you in demonstrating to your prospects that you are a credible and trustworthy company.
How do you go about doing that? One common method is to provide client testimonials. It is extremely powerful to have these testimonials in the form of a video or audio clip. The next best option is a text testimonial with a photo.
The more specific your testimonials are and the more they reinforce your company’s main benefits, the better. Here’s an example of a pathetic reference:
“These guys are outstanding. I’m very pleased with them.” Joe’s comment
Consider the following example:
“I’d been suffering from chronic back pain for nearly three years, ever since my car accident three years ago. Nothing worked for me, including physical therapy, pain medication, and a few natural remedies. Dr. Smith was recommended to me by a friend, and I’m glad I went. I’m moving better than I have in years and am virtually pain-free after six visits!” Joe Williams, Seattle, Washington
There are plenty of other ways to demonstrate your company’s credibility if you don’t have any testimonials. Logos of media outlets where you’ve been featured, logos of well-known clients, and/or special recognition/credentials/awards your company has received from industry/business organizations are examples of these.
Another Exhortation to Act
Reiterate your call to action at the bottom of the page, below the fold. People won’t have to scroll up to find your phone number if you put it back there. Remind them of the benefit they will receive if they take action and contact you.
At the bottom of your landing page, include a few small links.
There would be no links on your landing page if it were up to us because we want people to focus on the one action we want them to take. We must, however, keep Google happy and follow their rules because we are advertising on their platform. There must also be a few links on the page to comply with Google’s terms and conditions.