Every website has landing pages. Bad news: there are about 400 million active websites in existence today, so cutting through the noise is, well, challenging.
Unfortunately, landing pages are a necessity. You need a way to draw people to your website and to convince them to convert. For many B2B fintechs, this may mean a landing page for a white paper or a demo or for a free consultation.
Sounds easy enough, but what will make your prospects actually convert?
Do you know?
If you do, congrats. You can stop reading this blog now. If you’re curious about how to do better — or how to get started — stay tuned. There are several things we’ll walk through to help you ensure your audience finds your landing page interesting, compelling, and worthwhile. You can actually create a landing page so good that your prospects will be convinced you’re reading their minds.
Build an Audience Persona
Creating an audience persona is step #1 in building a mind-blowing (and mind-reading) landing page. You need to understand who you’re targeting and what they want and need.
Your landing page won’t convert if it’s not getting in front of the right eyes, and an audience persona can help you figure out which eyes you should be in front of.
Be sure to include basic data like demographic information, company info, budget, and title, but you must go further. To really get inside your prospects’ minds, you must understand their needs, wants, and motivations. You’ll need to understand their biggest challenges as well as their biggest reasons to say “no” to you.
Once you have this information in a formatted, easy-to-understand format, you have the critical information necessary to knock your prospects’ socks off with your landing page.
This information will help you create a highly-targeted, hyper-personalized, and very specific landing page that speaks to your particular audience. With landing pages, every second counts. This information will ensure that you grab people’s attention right away.
Make an Offer
After you determine who you’re talking to, you need to decide what you’re going to offer them. Maybe you want to grow your email list, so you’re building a landing page that asks people for their email address. You need to offer your audience something enticing in order for them to hand over their contact info. Being added to a list to receive a monthly email isn’t enough.
Consider what it is your audience needs or wants, and offer them that. Stuck? Dig into Google Analytics to see what your most popular content is. Maybe it’s a blog post that talks about potential cost savings of doing X. Take that information and turn it into something your audience can use. Put together a calculator tool that helps users figure out just how much money they can save by doing X, then offer that on your landing page in exchange for an email address. Voila.
The first goal is to determine how you can add value for your audience, but you must also be sure that the path to action is very clear. Cut down on distractions on your landing pages. Eliminate navigation and unnecessary words and images. Make it crystal clear what you want your audience to do and make it super easy for them to do it.
Use Your Words
Words matter. The ones you choose for your landing page matter a lot. There will be a few different types of words that your landing page will need:
- Call to Action (CTA)
Your choice of words will be directly related to your conversion rate for the landing page. Great words are a critical piece for content that sells.
Your headline will likely be the first thing visitors see, so you better make it compelling. A visitor will probably know whether or not they’re going to give you the time of day after reading your headline. It’s your one chance to grab the reader’s attention and convince them you have something they want.
Focus on benefits. Let the reader know exactly what they get when they take your desired action. The shorter, the sweeter, but there are some instances where adding in a subhead can be beneficial. When writing copy and content that sells, be direct and clear.
If you’re struggling with the headline, put yourself in your customers’ shoes. What would you respond to? What sounds enticing to you?
Copy on a landing page must be hyper-focused to be effective. Just like with the headline, be sure you’re using the type of language your costumes will respond to. Your headline wows and grabs people, but the copy gives them more information. It is there for you to convey your point more clearly in a way that boosts your chances of conversion.
When it comes to copy, less is usually more. Only use as many words as it takes to make your case. Too few words may leave your audience with questions, but too many words could cause people to bounce from the page because there’s simply too much information.
Your landing page must have a CTA that directs the user on the right action to take. Avoid bland, boring CTAs like “submit” or “download”. Instead, remind the user what they’re getting. If it’s a free trial, consider a CTA like “Get 7 days free”. If you’re giving away access to free demos or videos, use something like “Get access to videos”. Be specific and remind the user what they’re getting.
Leverage Visual Cues
The design of your landing page must be very specific to its purpose. As we said before, remove any navigation or unnecessary elements from the page as they can be distracting to users.
Adding images and other visual cues can be good if they aid the user in taking the desired action. Only add visual elements that do this. If you’re a business that deals largely with people, be sure to use imagery that conveys people and relationships. If you offer a SaaS tool, use an image or video of the tool in action so users can see what their experience may be like.
The landing page imagery is a stand-in for being able to experience the item firsthand. You want to make the experience as real as possible to compel people to take the desired action.
Add Social Proof
Social proof can be another successful element of content that sells. Social proof makes your audience feel good about what you have to offer. People will always question the decision of taking action when they are on your landing page, no matter what you offer. A great way to nudge them in the right direction is to offer social proof that can prompt them to convert.
When we can see that others have enjoyed positive results, it makes it easier for us to take action. This psychological trick can mean the difference between a well-converting landing page and one that doesn’t convert at all.
If you take all the considerations above into account, you should be well on your way to creating a landing page that has mind-reading effectiveness.
Knowing your customers well means collecting data from them and interacting with them on a regular basis. In that regard, building a successful landing page actually begins long before you even start thinking about building it.
Content that sells is data-driven and based on real information about real customers’ preferences and needs. Surveys, short interviews, and feedback forms are all ways you can elicit this type of information from your customer base.
Armed with a thorough understanding of your customers, you can take the suggestions above and mold them into a hard-hitting, mind-reading landing page that converts.