When is the last time you, as a consumer, were on a business’s website, confused and frustrated, and thought to yourself, “I’d really like to do business with this company.”
Yeah, I didn’t think so.
What if I told you there was a simple (and VERY affordable!) marketing tool out there that could ensure your prospects never experience the scenario above?
In fact, it can increase your monthly calls by up to 67% and the average number of prospects who fill out your web forms by 74%!
Find out what it is after the jump…
Surprise: IT’S A LANDING PAGE!
Now, a landing page might seem like old news to some of you out there, but here’s why they’re still relevant: A landing page is a single webpage with the sole purpose of converting visitors from prospects to a lead. You usually exchange an offer (something of perceived value) with this prospect for their contact information via a web form.
There’s no confusion. It’s direct — and it’s pretty darn effective.
Take PostcardMania’s numbers for instance. Our top-performing landing page converts about 11% of all visitors. That’s a very respectable response rate (if I do say so myself), and it all boils down to clarity and simplicity.
Here’s the beauty of how a landing page works:
- You send out a message to qualified prospects via postcard, pay per click, etc.
- You provide a compelling offer that drives them to your landing page
- They visit your landing page and provide their contact information in exchange for your offer
- You now have a qualified lead with whom you can follow up with via email (which is more affordable) until they close
On your website, visitors have a wealth of options, and it’s more difficult to control their clickpath (the order in which they click on various links/videos on the path to becoming a lead or customer). On a landing page, everything is focused on one thing — the offer that got them there in the first place.
That said, there are still a number of ways a landing page can go wrong, so here are a few quick tips to help you maximize your response rate…
- Maintain a consistent design between your initial marketing piece and your landing page – Making sure your postcard looks similar to the landing page helps prospects orient themselves and know that they’re in the right place.
- Add trust building logos to establish credibility – As consumers, we have an inordinate amount of fear when it comes to giving someone our contact information on a website, so add a few trust logos (from the BBB and other credible organizations) to help reduce this sense of doubt.
- Don’t ask for too much right off the bat – One of the things that truly makes me cringe when I go to fill out a form online is seeing a ton of red asterisks next to every single little box. By only requiring an email address for people to redeem your offer is a good way to get more leads from your landing page.
We’ve compiled an entire report for landing pages, which you can download for free: 7 Steps to Creating an Inviting and Effective Landing Page
If you’d like to test a landing page on your next campaign, we recently launched a new landing page service that starts at just $150 and if you get more than one the price goes down! Call one of my marketing consultants today if you’re interested at 800-628-1804 to get started.