Masters of Marketing: How to create effective landing pages

Editor's Notes

• #3: A landing page is created with a specific marketing campaign in mind. It is a simple page, with only one topic of information on it. This is to make the process of completing a goal as easy as possible for the customer. You can use landing pages in conjunction with PPC campaigns, email marketing, direct mail, tv or radio commercials, print ads, social media campaigns.
• #4: Sending prospects to your homepage is not ideal because often times there are many different elements present on a homepage, and you don’t want to confuse or frustrate your potential customers. Therefore sending them to a landing page is better because a customer there will only be one topic on that page, with one goal. This will lead to a higher conversion rate. It is also much more effective to track leads and conversions with landing pages, that is, which of your ads work the best and why.
• #5: Let’s talk specifics. Just creating a web page is not going to be enough to convert your leads. Therefore there are certain elements that have to be present on your landing pages in order to get the most number of leads. Having a single call to action will increase the number of conversions on a page. Make it so the customer has only one thing to do on a page, that is, what YOU want them to do. So provide a clear call to action to fill in a quote form, get a policy review, refer a friend or participate in a contest.
• #6: 2. Whatever your ad copy saysmust match the headline on your landing page. This keeps the customer focused on the message, and leads to goal completion. If you promise something in your ad, but don’t fulfill that promise in your landing page, then the customer is likely to leave without doing what you want them to do. For example, your email newsletter talks specifically about getting a lower rate on your home insurance, so your landing page should only talk about the benefits of signing up with your agency for a home insurance policy.
• #7: You may think that you have a great landing page, but for some reason your conversion rate is terrible. This is where A/B testing comes in. Mix and match elements on the page to see what works, and try and get real user feedback to create a page that your customers will respond to.
• #8: Customers like seeing what other customers think about a product or service. We do it everyday, on Amazon and more recently on social media sites. This adds a sense of credibility to your product, so add a testimonial or two to your landing page. If you can get a large customer to write a testimonial, even better!
• #9: Let’s be honest, people are more likely to watch a video rather than read what’s on a landing page. Kill two birds with one stone, and add a customer testimonial video. Just make sure its short, and the person on camera is charismatic and interesting. You can also provide informational videos, like why switching to an independent agent would be beneficial, or how a prospect can save on their home insurance by switching to your agency.
• #10: Let’s take a look at some examples now, and which aspects are effective. This page grabs your attention to the center of the page, the only warm colors on the page, with an arrow pointing to it. You know exactly where and how to get started. The page is also optimized for the search engines by including relevant content at the bottom of the page.
• #11: Again, the thing that grabs your attention is the large orange button on the page. It also highlights the advantages of signing up with the agency. Even though it has other buttons, on there, those are at the bottom of the page, and out of the way.
• #12: A single call to action, select a line of business to get a quote.
• #13: Include a form on your page to reduce the number of clicks for a prospect to complete a goal.
• #14: This page includes information to the customer, as well as a simple form.
• #15: If you are going to participate in any other marketing or advertising initiatives, then landing pages are necessary to increase your lead conversions, as well as to track which ads are working. Think carefully about what you want to add to your landing pages, as this could mean the difference between a written policy or not. Thank you for attending, you can more marketing tips at our Marketing blog. This webinar will be available on our blog later today.