The wrong landing page is a waste of money. Without a clear purpose, understanding of customer needs and a well thought out structure, the site simply will not bring you income. No matter what you're selling, mistakes at the start will be costly. StepLink managers discussed how to avoid this and create a lending site that really sells.
Target
A lending site is a one-page website that focuses on a single action. It's not a blog or a business card. You need to focus your visitors' attention on one targeted action.
The goal should be specific. What do you want to get:
A sale of a product?
An application for a service?
Collection of contacts for further work?
Remember: a landing page works only for one purpose. If you try to sell and collect contacts at the same time, your work will go to waste.
Audience
Think if your product is cool, people will run to buy it? Not at all. You need to create a landing page so that it tugs at your customer's ‘pain’.
What problems does your customer have? What doubts? What's bothering him? The best way to find out is to talk to real people. Five to ten conversations with potential clients - and you will see what pains they want to eliminate, what scares them and what convinces them.
Offer
You don't want visitors to immediately close the site, do you? That's why your offer should be bright and clear.
Formulate the headline concisely and clearly - immediately show how your product solves a problem.
Example:
‘Lose up to 5kg in a month with this exercise machine’.
Don't forget about the customer's call to action: buy, subscribe, etc. It should be eye-catching and visible on any device.
The button should be catchy:
Not ‘Buy’ but ‘Get Your Trainer’
Not ‘Order’ but ‘Get 10% discount right now’
Landing page structure
Do you know what mistake is most often made when creating a landing page? When they try to cram everything into it at once. This will not work, said the marketers of Step Link company. Each block should be thought out.
Here's how you can structure the page:
An eye-catching headline, a brief description of the benefit and an action button.
Product Description: tell about the product, show how it will solve your customer's problem.
Social proof: add real testimonials, facts, figures.
Prices and rates: state the price or explain how it is formed.
FAQ: put yourself in your customer's shoes, think about what questions they might have.
Advertising
Even the coolest website without traffic is nothing. If people don't know about your site, you won't get sales.
Step Link Canada recommends setting up advertising: contextual, targeted, use SEO. Connect analytics and research user behaviour. Run tests to see which buttons and texts work better.
Application form
When a visitor is ready to make a move - they should see a simple application form on your site, where they don't need to understand unnecessary fields.
Everything should be easy and quick:
Phone
Name
E-mail
The landing page is your shop window. Put it crookedly or forget something important - customers will pass you by. Make it clear: purpose, audience, structure, visual - and your efforts will turn into sales.
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