Landing pages can play a central role in almost any successful online sales strategy. On the surface, the customer journey seems simple enough. You land on the landing page, carry out the call-to-action and carry out the desired behavior. In fact, landing pages can serve as powerful lead generation tools that lead to higher sales and higher profits.
But as with everything else in business and in life, the devil is in the details. Whether you’re thinking of adding landing pages as a new customer touchpoint or wanting to improve the performance of your existing landing pages, make sure you meet all five of these critical components if you want these landing pages to work the way you do would you like to.
Attract the right kind of traffic
Your initial inclination might be to drive as much traffic to your landing pages as possible. You have to fight this urge. If you’re looking for traffic indiscriminately, just tossing your resources (and budget) out the window. It’s a waste. There is no point in generating millions of pageviews if even a tiny fraction has the slightest interest in what you are offering.
And when it comes to knowing who your target audience is, then it’s all about the offer and the value that is being presented.
A perfect example of this can be seen through accessiBe, an automated solution that helps websites and online businesses become ADA and WCAG compliant.
And this is important to note as their obvious target audience is business owners and brands who have a website that is not fully accessible to all audiences. It also means that pretty much all of your marketing and paid advertising should be focused on reaching just that type of audience without focusing on a general audience.
To emphasize this point even more, accessiBe has done an excellent job here when it comes to the actual landing pages and the content on them. Not only have they covered the basics and needs of compliance, but they’ve listed free trials, demos, and user chats right on the same page.
And as we see more and more website owners and brands looking for keywords related to “ADA compliance,” it’s important to have a good first impression and sales page while showing the offer in detail, like the website and the solution function.
Use an intelligent sales strategy
Just as you need to be careful about how you spend your budget on paid search marketing, so too must you be strategic about your sales strategy as a whole. In many cases, this means you may have to fight your gut instinct and let the data do the talking.
Developing the best sales strategy means tapping into the best Sales intelligence. A good example of this is what you can find from a service like SimilarWeb. Use the tool’s digital insights to “find, close and hold more deals”. In the B2B context, this type of sales insights and information enables you to filter relevant opportunities from over 100 million potential companies.
The interaction between your landing pages and these emerging opportunities is a one-way street. As you better identify your ideal customers, you can better optimize your landing pages to address their pain points more directly. It’s an old saying that still holds true. Sell the benefits, not the features.
Knowing your customers and what problem they are trying to solve will help you better articulate the benefits and value that you can offer. This is how you design the perfect sales pitch and implement it in your existing or new landing pages.
Focus on your call to action
Just as some novice marketers take an overly broad approach to keyword targeting, they may also be tempted to throw everything on the wall in order to maximize their chances of success with a landing page. Sign up for a free trial. Subscribe to our newsletter. Follow us on social media. Buy this product.
That’s way too many calls-to-action (CTAs). The truth is, with too many CTAs, you don’t have the “best chance” of getting it something from a visitor. Instead, it will only confuse and distract the visitor. If there are too many options, the visitor is unlikely to interact with any of them. In other words, clearly define what your goals are before you even start.
Take a look at this example for the time to come Nissan Pathfinder SUV. Yes, it has multiple CTAs, but it doesn’t really water down the intent. Two of the most noticeable red buttons are for “Build & Price”. The customer should imagine buying and driving this vehicle.
Both “View Deals” and “Reserve Now” encourage a similar step in the buyer journey.
Provide an instantly enticing incentive
As much as you want a visitor to read through your cleverly designed sales copy, most won’t. You literally have seconds to grab their attention and get them to act. So, make it obvious and do it right now. Trade now. That’s good business. See how much you can save right now.
You need to be clear and straightforward about your worth. Take this example Audible.com, especially on Prime Day.
You can see the yellow button to try Audible Premium Plus for free. This might catch your eye, but it probably wasn’t the first thing that caught your eye. Even more prominent, even if it says a little further down the page, is “Save 53%”. You will also find that “save 53%” is greater than “in the first 4 months”.
Amazon immediately makes it clear what benefits it offers. Here is an incentive for visitors to act now. Depending on the context, you can also use “act now” or a countdown timer for a “limited-time offer” to create a sense of urgency.
Keep an eye on accessibility and ease of use
When putting together a landing page as the cornerstone of your comprehensive sales strategy, think about your keywords, traffic sources, visuals, and offering, among other things. One aspect that many marketers overlook is accessibility.
The W3C (World Wide Web Consortium) strives to “develop open standards to ensure the long-term growth of the web”. A big part of it is that Web Accessibility Initiative (WAI). You may think that people with disabilities and other challenges are a small part of your potential customer base, but you are probably wrong. Other than that, accessibility and ease of use are important to all users everywhere.
If your landing page doesn’t render properly on a given mobile device, you’ve already lost a customer. If the text is difficult to read, you have lost another customer. It is absolutely in your best interest to be as vigilant as possible in this regard.
In addition, accessibility can definitely be a ranking factor. It is “good for SEO and sales“Says Roger Montti from Search Engine Journal. Accessibility plays a role in many factors including SEO, bounce rates, sales, and more.
Prepare to pan and adjust
The five elements or considerations discussed above will continue to be critical to your sales strategy in general, and landing pages in particular, even if certain details change in the future. They serve as basic principles and form the basis for a solid sales strategy. As web design standards evolve and search algorithms adapt, so too must your approach to customer acquisition.
Your landing page is not a static entity. It also needs to improve, grow, and optimize over time. Take the right sales insights and metrics to heart and adjust them accordingly. Let the data guide you.