4 Elements of a Strong Landing Page

4 Elements of a Strong Landing Page

You’ve spent hours creating a campaign, thinking of your audience, creating awesome ads, and shoveling thousands of dollars into marketing the campaign, but you didn’t take the time to create a truly remarkable landing page. Why?

When I asked some colleagues of mine they stated that they really didn’t see the importance of a landing page. “We have a CTA on the homepage of the website,” was an actual quote. Now, I can’t control my facial expressions so he must’ve known that I was utterly baffled because he then asked, “why does it even matter?” Why does it matter?! Let me tell you sir why it matters! Then I went on a 20 minute tangent about strong landing pages, and totally annoyed him, but I think I got my point across. This conversation led me to wonder, just how many people don’t realize the impact a strong landing page makes. So, let’s break it down.


What is a landing page?

Unbounce defines a landing page as: In digital marketing, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on an ad. So, in layman’s terms, this isn’t your homepage, it isn’t your resources page, this is a page designed to generate you leads for a specific campaign.

So, why are they important?

A landing page has the ability to bring you countless leads, while giving you a method in which to track how those specific leads come in. Say for instance, you want to promote an eBook. You would create ads tailored towards your audience you think would benefit from reading your eBook that would lead them to your landing page. This landing page will contain a few form submission fields, and ultimately the download for your eBook. Had you just put this eBook on your site with no landing page and form submission, you wouldn’t know who downloaded it, nor where that person found your website/eBook from. Hence, the importance of landing pages.

1. Copy will make or break you

Now, a landing page won’t be effective if it isn’t engaging and appealing. Having a strong landing page is imperative if you want to generate leads and the major way to engage and appeal to your audience is with strong copy.

Over 90% of visitors who reported reading headlines also read CTA copy

Source

Creating a strong headline is only the beginning. You need to create that headline that will draw them in and make them want to read more. But, what if your headline is great but your copy is lacking? Then my friend, you need to step it up. If you can grab their attention with appealing headline copy, you need to lock them in with some even better CTA and body copy. Also, be sure to include keywords to optimize your SEO (but don’t overdo it, that’ll look messy and amateur). Be sure your copy is pertinent to the ads you linked to that landing page. If someone sees an ad for a free eBook download, but arrives on a landing page for a webinar, you’ve done a couple things; 1. You’ve paid for a click that now is obsolete, and 2. You’ve lost the trust of that potential customer, they trusted the ad you showed them was what they were looking for and then didn’t deliver.

2. Don’t forget about your mobile visitors

Everyone nowadays seems to constantly be looking down at their phone. How many of you are viewing this from a smartphone or tablet? I would dare to say a good percentage of you. So, why are companies still not making their landing pages mobile friendly? Many think their page will automatically convert to mobile viewing, some don’t even think about it. But, you need to. It’s absolutely essential to have mobile optimized landing pages, if your customer can’t view it, or can’t view it efficiently, they’re going to close that tab and move on. Don’t lose a customer because you don’t take the extra time to generate mobile viewing.

In 2018, 58% of site visits were from mobile devices

Source

3. Form submission fields – less is more

Have you ever been to a website, went to fill out the form for the product or service and your eyes bulged at the amount of form submission fields? There’s some that include the normal (name, email, phone) but some contain an excessive amount of fields. Always remember, people want instant gratification, they want what they want now. Filling out unnecessary field submissions just gives them more time to second guess if they really want what you’re offering. So don’t give them that chance. Cut the field submissions down to 4 (first name, last name, email, phone) and get the rest of the information when you call or email them. By then you’ve converted them from a prospect to a lead and you have the basic contact information to extract the extra  you need.

Reducing the number of form fields from 11 to 4 can result in a 120% increase in conversions

Source

4. Don’t give them a reason to leave

The whole goal of a landing page is to gain conversions, so don’t add extra links or hyperlinked images that navigate away from the landing page. If you do include graphics or videos (which I highly recommend you do), don’t hyperlink the images, and make the video an instant-play or play on the page. If they navigate away from your page, chances are you lost them, so don’t give the means to leave without filling out that form and clicking your CTA.

Using videos on landing pages can increase conversions by 86%

Source

Always remember, the more quality landing pages – the better.

Companies with 10 to 15 landing pages increase leads by 55%


Source
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How to Tell if your Boss is a Leader or an Intimidator

How to Tell if your Boss is a Leader or an Intimidator

Knowing which type of boss you work for doesn’t happen in the interview process, sometimes it may even take a while for them to show their true colors. One thing rings true for every boss: they either criticize or provide feedback, and there are significant ramifications of both.


First to understand the difference between the two, let’s look at their respective definitions as defined by Merriam-Webster:

Criticism – to express disapproval of: to talk about the problems or faults

Feedback – helpful information or [helpful] criticism that is given to someone to say what can be done to improve a performance, product, etc.


As you can see they are both relatively similar, with the exception of a couple things.

Feedback is pieces of advice or (even criticism) that are actually helpful to the person being evaluated, it is showing them that while the work they are doing is not exactly satisfactory, they can improve by doing certain things.
Criticism is simple, “I don’t like it,” “no that doesn’t work,” “Delete this,” you get the point. Criticism is not providing helpful feedback or commentary, it is the act of degrading or condemning someone or someone’s work without a way of improvement.


How could this affect leadership?

Managers or bosses should always strive to help their employees reach for higher and higher goals, striving for success every time. A manager is only as successful as his team; bad team=bad management.  No manager or boss should ever be putting his employees down, or making them feel inferior in his presence; that is not a leader, that is a intimidator. A leader helps develop their employees into what is best for the company. An intimidator gives information to his employees to be regurgitated, basically his words, typed or performed by the employee. That way if something ever goes wrong, he has the employee to put the blame on with an, “I never said that,” or a “you misunderstood me.”

A leader provides feedback that is encouraging to the employee to resolve the issue, without feeling like a total failure. An intimidator says it’s wrong or they don’t like it without any kind of constructive advice behind it. So, how does this affect leadership exactly? One way to see if a leader is successful is retention: are employees sticking around? If that answer is yes, then generally, he must be doing something right. With so many opportunities out there, people aren’t sticking around in jobs where they feel unappreciated and undervalued. Now, on the flip side, does he have constant turn-around in his department, people asking to move to other departments, or complaints to higher up constantly about his behavior? Then, he’s probably a bad leader. A lot of the time bad leaders don’t just affect their department, their intimidation tactics stretch throughout the entire company.


How can you change your criticism to feedback?

This is easy, rather than condescendingly telling someone what you think of their work, provide a solution and utilize the sandwich method. This is: compliment – feedback/ways to improve – compliment.

The Sandwich Method

Compliment

Feedback/Ways to Improve

Compliment


An example of feedback using the sandwich method:

Hey Susan I really appreciate you getting me a draft on that blog so quickly. I do think we can work together to create a better headline though, something like “5 Ways to Tell Your Dog Loves You.” Also, I really enjoyed the part about the different dog breeds and their affection levels. We can meet to discuss this if you’d like, what do you think?


An example of criticism:

Susan, the headline has got to go, it doesn’t even make sense. Send me a new draft ASAP.


In this example we see Susan has written a blog about dogs and their affection towards their owners. Susan’s boss isn’t digging (get it) and wants a better headline. After reading both email examples, which one do you think would get a better reaction out of Susan? Example 1 still tells Susan she needs to change the title, without being condescending or patronizing. In example 2, we see the type of boss that criticizes work: he provides no constructive feedback, no ways of improving, and no collaboration. In example 2, Susan would probably get defensive. She’d do the project, but wouldn’t have pride in her work, or pride in her job. Trust me, by this point, Susan has already hit up ZipRecruiter. Example 1 thanks her for providing the work quickly, offers a solution to the problem at hand, and even offers collaboration in case Susan wants to take the lead on the headline herself, this example would bode a completely different reaction out of Susan.


How you talk to people goes a long way

It really all boils down to how you talk to people. Employee retention has a lot to do with happiness. We’re no longer in the age where people stay at jobs no matter how bad they are treated. Now, people want to be happy in their jobs, and who wouldn’t? You’re there for 40 hours a week, some people spend more time at work than they do with their own kids, so why wouldn’t you want to be happy in that kind of environment? People are leaving even if that means taking a pay cut, just so they can have a work-life balance that doesn’t make them miserable, and one thing getting people out the door faster than ever: condescending, criticizing bosses.


So, which one are you: are you a leader, or are you an intimidator?

Better yet, which one do you work for?

A Crash Course on Landing Page Copy

A landing page is defined by Unbouce as: “In digital marketing, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on a Google AdWords ad or similar.” So in essence, a landing page is a blip of your website that is custom tailored to a specific promotion you are running.

Landing page copy is incredibly important. It is where your would-be customers go when they click on an ad, so they have to be intrigued enough to follow through on your landing page. There are 6 things that are absolutely critical to a successful landing page creation, and of course I’m going to explain them all to you.

Headline and Sub-Headline

These go hand in hand for every. single. piece of copy you write. A captivating headline should always attract your readers after less than 3 seconds, you don’t have long, especially on the internet so you better wow them from the get-go. I can promise you, if your headline sucks, your conversion rate will suck. A good headline addresses a problem that you want to solve. Today our example is going to be getting people to register for a webinar that will show them how to use their iPhone.


Endless Information at Your Fingertips

As you can see we created an intriguing headline with a problem we want to solve for them, there’s a whole bunch of information out there for them, and they don’t know how to get to it (we’ll tell them how to solve it in the sub-headline).


Learn the ins and outs of how to operate your iPhone

See, we are telling them what we’re doing, and how it directly correlates to the headline.


So now I’ve caught the attention of the reader, because I have already targeted them with ads on being a new iPhone user, or being a beginner in the iPhone realm, and they have landed on my landing page wanting to know more.


Body Copy

Body copy for a landing page should be short and sweet. Because this is a webinar, I plan to say a short blurb about the webinar and detail in bullets the topics I will cover.

During this live webinar on July 12th, 2019 at 2:00 p.m. ET, we will go into detail on how to use your new iPhone XS and the new features revealed with its release. In this webinar we will discuss:

  • How to use portrait mode
  • How to add parental controls to other devices
  • Hidden features
  • And much more!

As you can see, in my body copy I said what I’m doing (webinar), when I’m doing it (July 12th, 2019 at 2:00 p.m. ET), and what I’ll be covering (bullet list). The 3 basic things a reader would need to know in order to register for my webinar.


Form (Lead Capture)

The most important thing that needs to be on your landing page, is a method in which your users can buy/register/sign-up/download whatever it is you want them to do. Since we’re doing a webinar, we’ll be asking them to register for it. (Don’t say “sign-up” for a webinar, you sign-up to receive a newsletter, you sign-up to play tee-ball, you register to attend something). So in order to register for a webinar we have to get them to fill out a form. A form is huge in the landing page world. A form is a method in which you’ll capture the lead because they want to be captured, you don’t have to farm for these leads, or cold call, or any other grimey method. These people want to be contacted and they are giving you everything you need to do so. Form copy is super duper easy. Always remember: The shorter the form, the better it performs. Don’t make them fill out frivolous details, stick to the bare minimum.  Our form will look something like this: (please note: this is NOT a designing a landing page demo *I’ll get to that another day* this is simply for copy, so ignore the grey color and basic fonts)

Notice how my form is short, i have 3 required fields, and 1 optional field, and my call to action button stands out and tells them exactly what I want to do.


Call To Action
CTA

The 5th most important thing in your landing page copy ties in directly with your form, a call to action. A call to action is simply telling your reader/future-customer what you want them do to. In this example, I want them to register for this webinar, and I want them to do it now. So, my call to action is simply Register Now. If you want people to sign-up for your newsletter, it could be Sign-Up Today, if you want people to download your eBook it could be Download Now. You see where I’m going with this right? A great CTA is short and bossy. Don’t be afraid to tell people what to do, if you’re timid, you won’t get results. Be bossy, be blunt, and be straightforward. Don’t put a bunch of foo-foo text in your body and CTA because you’re trying to get awesome SEO, if you’re concise and direct in your body copy the SEO will come with it.


Contact Section

The last important thing to include in your landing page copy is a contact section. Give people a way to contact you if they have questions. A contact section doesn’t need to include a map with your exact whereabouts, but a simple Contact Us section with an email address (and maybe even a phone number) is the bare minimum you should include. Don’t just put a phone number, people nowadays don’t want to talk on the phone, they’d rather text. So unless you have a text bot, an email address will suffice.


Find this guide helpful? Share us on Facebook & LinkedIn. Have a comment you’d like to add? Go to the Contact Page above and let me know!

How to Create the Perfect Marketing Postcard to Increase your Leads

Writing postcards is something that no one really thinks about, either you hate the little postcard that clogged up your mailbox, or it caught your attention and you actually sought out the company. Either way, postcards have made an impact on you, even if you don’t realize it.

Postcard Marketing 101

There’s a rule with postcard marketing, if it doesn’t catch the reader’s attention in under 3 seconds, you’ve lost them. So that is why I created a foolproof formula to help you get the readers to turn into customers.

Rule #1

Have an Awesome Headline

Any marketer knows, all your copy needs to have an eye-catching, super fabulous headline. Headlines should be short and to the point, and should address one important thing: alleviating a problem your customer has. Whether that problem is needing a house painter, or needing a dentist, they have a problem and you are about to provide them with a solution.


Keep your headlines on one line and as short as they can be. For example:
Chipped tooth? (headline – addresses the issue)
Quality Dental Care is right around the corner (sub-headline – provides the solution)
versus
Do you have a chipped tooth? Quality Dental Care is a great dentist that is right around the corner.
The first headline addresses the issue – and provides a solution. All with short, concise text.

Rule #2

Have a Rockin’ Body

Now I don’t mean, have a six pack with a Nicki Minaj bum. What I mean is to be sure your body copy is formulated with thought and is not filled with fluffy buzz words.
A good body copy of a marketing postcard will flow like this:
Sentence about how you can help them. Sentence about your company. Sentence about how awesome your company is at helping with this person’s issue.


Then comes an important part. Give a bullet list of services you provide. Weird, I know, but trust me it works.

So after your few sentences of body copy you provide your services like so:
– Service 1
– Service 2
– Service 3

Limit your list to a maximum of 3 things. Pick 3 of your key services you want to highlight and make sure they are pertinent to the copy of the card. You wouldn’t put window tinting as a service when you are showcasing your oil change special, so keep the bullet list relevant.

Rule #3

Give ’em an Offer They Can’t Refuse

All marketing postcards need to contain an offer. No matter how small that offer is, you need to include it. Offer 30% off, $20 off, BOGO, anything, but always, always, always include a promotional offer.

The most successful cards I have written have contained anywhere from two to three offers on the card. Give your customers options and you’ll be who they come to for that service. You can’t expect someone to hang on to your postcard just because you say you’re the best, you need to give them a reason to try you out, and for most people – that’s with an offer.

Rule #4

The Ol’ CTA Razzle Dazzle

If you work in marketing you know what a CTA is, if you don’t, you need to head on back to marketing 101. A CTA or call to action is what you want your customer to do. Do you want them to call now? Do you want them to register for something? Do you want them to sign-up online? Your CTA is going to tell the reader what to do, so make it short, direct, and bossy.


A good CTA makes the reader act immediately.
Give these a try:
Call Today!
Don’t Wait – Register Now!
Stop Waiting – Take Action & Call Now

You see, I’m bossy, I’m brief, and I tell them what to do. A good CTA shouldn’t be some long drawn out phrase. Hit ’em with the quick 1-2.

Rule #5

The Grand Finale

Finish up your marketing postcard with these absolutely essential items. Your contact info. If you don’t include your information, how are they going to reach you? I know it may seem like common sense but you wouldn’t believe how many times I’ve looked at a postcard and had to guess how to contact them. Also, a logo is not contact information.


Necessary information to include would be:
Company Name
Phone Number
Website
Always include your website. Some people (like myself) don’t like talking on the phone for an answer I can just look up online.

Rule #6

I Shouldn’t Even Have to Say This

Please have branding. Have a logo (a professional logo, not one you created in your free trial of Photoshop), have company colors you follow, have a style guide of fonts, all of these things will set you apart from your competition. Why else would you invest in marketing if not to get more customers, so invest in yourself, create a company you would patronize. Branding goes a long way in marketing, you want to set yourself up as a front runner, an expert in your field; with a sub par logo and random branding, you look like an amateur.

3 Features that Make Awesome Company Culture

I’ve spent a lot of time job-searching and looking for that perfect “unicorn” job. A unicorn job for me is a place that has amazing company culture, great work-life balance, awesome pay, and of course – what I want to do. Often times a job will come along that will fall into a few categories, rarely will it fit in all of them, but the one thing I see promoted the most (if not a little too much) is how awesome their company culture is. Now, I’ve worked for those companies that boast company culture, and some fall super short of hitting that “awesome” mark. Get rid of the “I just work here” mentality and start actually having an awesome company culture.

So, if you boast company culture, make sure you have at least these 3 things: employee perks (this does not include a close parking space SUSAN), a welcoming and unified environment, and of course, celebrating wins.

Get rid of the “I just work here” mentality…

Employee Perks

Now, I don’t mean I expect you to buy lunch for the office everyday (although my company does and it’s fabuloussss), anyway, I mean standard things like: paid vacation, the opportunity to work from home, health benefits that don’t suck, you know – nice perks. With these perks comes something else, low-turnover rates. Employees with longevity in the company alert new hires that something must be going right if other people are putting in numerous years there. That leads me to a red flag alert – if a company has all new employees, all the time, they have a high turnover rate and you should probably do your research (hello Glassdoor) before committing to the position. Just remember, happy employees perform better because they want to succeed for the company that is treating them well. A happy employee is a long-lasting employee.  Also, I understand not every position will have the ability to work from home, but if that position allows, giving your employees that freedom creates an amazing work-life balance, thus giving them a bit of energy when they return to the office after just working in their PJs the day before.


A happy employee is a long-lasting employee

A Welcoming and Unified Environment

No one wants to join a hostile company. You know the kind, where Karen in accounting is giving Ben in Sales the side-eye because he didn’t call her back after their atrocious first date. Yeah, that kind of office. Where politics and nepotism run rampant and its just a dog-eat-dog world. Being a new person in that kind of office is no bueno. Coming in and not knowing the situation, you could inadvertently befriend the “wrong” person and from then on you join them in getting the side-eye. That’s not to say that you can’t be friends with your colleagues, in fact that is a huge thing in company culture – making friends! Who wants to go to work where it is serious all the time, with no smiles and welcoming “hellos”? No one, that’s who. So one way to alleviate this possibility of a hostile work place, is to offer a welcoming an unified group. Get rid of the drama-starting people and the “I’m better than you” people, and watch how quickly office morale will turn around. You can’t have a great culture with terrible people.

Also, don’t hire your friends, I shouldn’t even have to say that but it is so shady. There are plenty of qualified candidates out there, and everyone in the office will know when your buddy comes on staff with this great title (and we know he has great pay to coincide with that title). You lose respect that you once had because your employees now know this friend of yours has an “in” that they don’t have, has a pay and title that they didn’t earn, and now has a superiority complex because they “know the boss”. So, to summarize, don’t hire your friends, eliminate the negativity, and welcome your staff with open arms as a member of a “work family”, you’ll be amazed at how culture will change when people begin to feel appreciated.

You can’t have a great culture with terrible people.

Celebrating Wins

Creating an environment of celebration is an absolute necessity. Granted, I want to be corrected if I’m wrong and please don’t be condescending, but I also want to celebrate the wins! As a group a company should always celebrate the wins of an employee, no matter how small. This is because a win for one member of the team, is a win for the team as a whole. You can’t succeed in business thinking that the people that work for you do it to make your pockets bigger, no they work to provide for themselves and their family and if you celebrate their successes they will be more inclined to extend their goals even higher. Celebrating a win could be as minuscule as sending a company email with a “Hey, look at what Beth did!”, or could be as grandiose as throwing a party (everyone loves parties!). Either way, no matter how you do it, celebrate your employees. Make them feel important even if the win wasn’t that important. This goes back to my first point, a happy and valued employee will be willing to go the extra mile for you, so invest in them.

No matter how you do it, celebrate your employees.

What it’s Not

Company culture isn’t spirit weeks, and company cook-offs without the above mentioned items. You can throw party all day, but you can’t make people that don’t feel welcome come (and please don’t you dare make holiday parties mandatory). If you want great culture, you have to start at the top, create a welcoming and unified front, and you’ll begin to see people want to participate in company fun, because well, they feel involved.