When you create a great landing page, the overall online presence of your business instantly seems more credible and professional. Company owners that don’t specialize in web design more often than not view their landing page as a virtual version of a business card – it merely needs to look cool and provide basic information about the company. Leaving it simple and basic could be a grave mistake. You would like your landing page to be so intriguing and inviting that it persuades potential clients to contact you.
Steps to take when you want to create a great landing page
Some companies generate over 200 leads on their web page from clients who want to purchase their services, while others spend months without a single one. What’s the secret?
- Page design
The key is in getting these three things right – at the same time. While your landing page needs to look spectacular, it’s equally as important that the content featured is oriented towards your target group. You want your potential clients to relate to the articles you publish.
When talking about UX, it’s crucial that you have a striking CTA (Call to Action) button contrasting your page’s colours.
Landing page structure
A one-line powerful statement intro that answers the question of What’s in it for them. This part of the page should be centred around your potential clients, and not you:
- What can you do for them?
- What value can your services give them?
- What problems can you solve for them?
- Why should they contact you?
Try and create a sense of urgency. Here’s an example of a bad intro landing page text:
– We are the best agency for Virtual Assistants because we have many employees and offer high-quality work. As you can see, we also have great testimonials and all our VAs are highly educated and experienced.
Let’s compare it to a good landing page text:
– Virtual Assistants can take that workload off your shoulders, so that you can finally focus on things that you actually like doing. Get matched with an ideal assistant that matches your criteria within 24 hours. No recruitment fee.
The contact form should contain a couple of questions – enough to show that you would like to learn more about your potential client, but not so many that it will discourage them.
Try and place their needs first and foremost before moving on with asking for their e-mail or phone number.
A good Virtual Assistant contact form should look something like this:
- What’s your position?
- Which part of your work would you like to delegate?
- Do you have an idea of how many hours per week you would like to have VA assistance?
- Which e-mail address should we use to forward you CVs of some of our assistants?
- Phone number (in case we have additional questions).
It would also be ideal if you give them some answer suggestions, so that the person filling out the contact form can simply choose and click an answer if they’re in a rush. Not everyone has time to fill out a complicated form.
CTA – Call to Action button
Your CTA should always have the same design, font, and colour. The layout should have contrasting colours to the ones chosen for your page. Even if it seems like it doesn’t fit in perfectly, don’t worry – your CTA shouldn’t blend with the rest of your content, anyway. It needs to be noticeable.
Try and abstain from the cliché CTA texts like “Submit”. Opt for more complex forms, like “Learn More”, “Tell us what you need”, or “Get in touch“. The more creative and attractive your CTA button, the more you will have people actually interacting with it.
Here’s our example:
Features and details
This is NOT the place to write a six-page essay about all you are offering. Keep it short and to the point. Try to use visual elements and simplicity to convey your services. This is a great place to use all your keywords (that you have previously researched, of course) that will help people find your web page. You can use tools such as SEMrush and Google Keyword Planner to check the volume of keyword search engine usage and pick business-relevant keywords that are also appealing to your target audience.
When someone searches for “Business Support” on Google, our landing page will rank higher on search results because we use relevant keywords.
Competitive advantage and credibility.
Your potential client is now scrolling through your landing page and has seen your powerful statement, contact form, features, and has come across a couple of CTA buttons. They’re interested, now they are wondering if they can trust you. This is why this part of your landing pages should feature testimonials from your past and/or present clients, blog posts that prove your professionalism, or competitive advantage that shows why you’re a better choice in comparison to other businesses.
It would be ideal if you have a video testimonial. Another great option is a testimonial of three sentences or more covered by your client with their full name and surname, position, and image. It adds credibility and transparency, in comparison to other testimonials like John Smith from WordPress said “I like it”.
Here is one of our testimonials:
Blog posts require some additional time and effort. In the beginning, it can be quite frustrating. You use all your experience and knowledge to provide quality content while you don’t reach a lot of people. Be persistent – it pays off in the end.
We had instances where clients would contact us saying that they have been reading our blog for quite some time and can relate to us. It brings the two parties closer before you have even formally met.
This is a case of competitive advantage – In our example, we have noticed that our clients have a hard time researching, shortlisting and interviewing a large talent pool on freelancer sites such as Upwork when searching for their ideal VA. We like to point out that choosing us shortens this process, as we can use the information our client provided to choose the top three VA’s in our company that match their criteria.
Here is an excerpt of our blog section with a couple of titles and posts:
Use the same footer on all your subpages as well as your landing page. Keep the footer simple, but inviting – contact details or a contact form. Now that your client has scrolled through your whole content, a contact form could conveniently lead to a on-the-spot decision to reach out.
Here is our footer for reference:
Paying traffick to your web page is a costly process. Thus, it is important that you create a great landing page that will be attractive to those who visit it. Before investing money in advertising services, make sure that you have a landing page that will convince your future clients that you, amongst all of your competitors, are the person they really want to contact.
In case you have more questions regarding the question of how to create a great landing page, or you lack time to do so, you can contact us at firstname.lastname@example.org and we can help you set up an ideal landing page for your business.