When it comes to your website, landing pages are a great way to draw attention to your campaign and draw in a specific audience by creating a highly individualized message for different target markets. What’s great about them is that they allow you to really tailor your landing page, as they have:
- One Headline
- One Unique Selling Proposition
- One Call-To-Action
When there is a targeted message for one very specific niche, this will increase the effectiveness of the landing page’s lead generation.
8 Landing Page Best Practices + Examples
1. Use a Compelling Call to Action
You obviously want your visitors to take advantage of what you are offering, so it’s crucial that you are making it as easy as possible to take that next step. So, including a compelling call-to-action that is easy to find is so important. Your CTA copy should needs to be equally compelling as the rest of your landing pages, and make sure your visitors will want to take action after reading it. Some examples of CTA phrases that people use on their landing pages are:
- “Watch the Sample Lesson”
- “Get Started”
- “Download Now”
- “Reserve My Seat”
- “Subscribe to Our Newsletter”
A strategically placed CTA button that stand out from the rest of the page is the best way to move your visitors further than the sales funnel.
Twenty Over Ten client, Financial Consultants of America has included a unique landing page, in that they are using a referral program with two calls-to-action, saying “Send Us Their Info” and “Get Our Contact Information.” It’s incredibly easy to know which steps to take next for the specific target.
2. Limit Your Form Fields
When it comes to filling out form fields, what are you willing to provide? Generally, the less information a visitor has to disclose the better, so simply asking for their name and email is sufficient.
As you can see below, Dorsey Wealth Management has provided a landing page that only asks for an email address and a first name, then visitors can download the free guide to learn how to prepare to retire on time with confidence.
3. Include the Benefits/Value of the Offer
Why should your visitors want to take action? If you aren’t describing the benefits, this will make it much more difficult for someone to provide you with their information. Spell it out for them in a way that is easy to digest so that they can see what they will be receiving by giving out their name, email address, etc.
In the landing page from Twenty Over Ten clients, Simon Quick Advisors, they have included white papers to drive more leads and the benefits of the guide are stated above. In the downloadable guide “7 Ways a Financial Advisor Benefits Your Bottom Line,” visitors can see a description of what they will get by simply providing a name and email address to download it.
4. Make It Visual
Visuals are key. In fact, scientists believe that the brain is able to process images approximately 60,000 times more quickly than it processes a similar amount of written information, so rather than just telling your audience what they are getting, SHOW them. When they can actually see examples of what they are getting, this will really boost conversion rates.
5. Create Content That is Segment Specific
When your visitors are receiving content that is relevant to them, then it makes your chance of converting them much higher. And if you want to reach different customer bases, then ensure you are creating multiple landing pages that are specific to each consumer. And remember quality over quantity. Even though you want to create pages for each audience, it’s better to do a few pages that are executed very well rather than several poorly-executed landing pages.
In the above from Medicus Wealth Planning, they have created a downloadable guide to help people reduce their taxes in retirement, which is going to cater to mostly pre-retirees and retirees. When you create content that is specific to a certain niche, the ROI is going to generally be much higher.
6. Use Specific Copy
When a visitor lands on your landing page, the chances are that they are not at the beginning of the buyer’s journey, so make sure the copy is more tailored to those that are in the middle of the funnel. Use copy that is going to push your visitors along and drive conversions. Twenty Over Ten client and Lead Pilot user, Maury Schneider, CPA, MBA, CFP® of MLS Financial Planning has included an article discussing how much you will need to retire with multiple CTAs to subscribe and a form field schedule a complimentary meeting or to Sign up for a live, virtual presentation, to learn about their cash management planning & coaching service. The copy is incredibly specific, so leads know exactly what they are getting.
7. Optimize Your Landing Pages For Mobile
Did you know that only 50 percent of landing pages are optimized for mobile? In this day and age, it’s more important than ever for you to create a landing page that loads quickly and looks just as good on mobile as it does on your laptop or desktop, because according to Statista, mobile accounts for about half of web traffic worldwide. In fact, in the first quarter of 2021, mobile devices generated 54.8 percent of global website traffic, meaning it has now pushed beyond the 50 percent mark. These five tips can help you to create a landing page that is mobile-friendly.
1. Ensure your forms are simple
Forms can be tedious to fill out on a phone, so make sure you are keeping them as simple as possible. If there are too many form fields or drop-downs, this could really hinder your lead conversion on mobile.
2. Include a scrolling CTA
A CTA is obviously a must, but when you include a scrolling one, this will help to pin it at to the top of their screen. It’s a great way to capture goal-oriented mobile users, and it will save them from scrolling back up to find the opt-in form, as well.
3. Wrap your CTA in copy
When you have optimized for mobile, this is going to cut down on the amount of text that you are using, so it’s important that you are strategic about where you place it. By doing this, it will help to break up your copy into a conversion goal paired with a supporting statement. Additionally, it will help to communicate what you want your landing page visitor to actually do but without breaking up the design of the page.
4. Make sure the CTA is contrasting
Make sure your CTA stands out, as this will increase conversions. You can also link important copy and your CTAs together if they are contrasting.
5. Use the “Arm’s Length” rule
How does your landing page look when you hold it out at an “arm’s length?” Does everything still look good from a distance? If it does not, then make sure you fix it before it goes live. If you do not ensure that your site looks good on mobile, as well, this is going to reflect poorly on your firm.
8. Use Testimonials and Social Proof
Social proof gives you instant credibility, so including this on your website is a great way to boost conversions. And with the updated SEC Ad Rule, advisors can now include testimonials on their websites, which further solidifies your product or services, therefore making your offer that much more enticing.
Visitors landed on your landing page for a reason and that is to get the free offer that you are promoted, so make it easy for them to obtain it. It’s becoming more important than ever to cut through the noise, especially in an industry as crowded as the financial one, so ensure that you are doing this with simple yet compelling landing pages on your website.
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About the author
Blair is a social media and marketing coordinator at FMG Suite and Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.