Landing page advice these days is way too convoluted. They make it seems like rocket science. But creating an effective landing page is actually a pretty simple matter.
Some of the essential requirements include:
- Most importantly, relevancy to the visitor’s intent
- Fast loading speed (especially for paid traffic)
- Nice, clean looking design
- Compelling headline(s) at the top of the page
- Multiple calls to action (CTA)
Make sure your page delivers on the “promise” you made to attract the searcher, make sure it loads super fast (The faster the better), use clean design, have a compelling headline, and offer them an easy way to contact you.
Congratulations, you’ve just created a lead! Is that really all it takes?
These straightforward requirements are must haves, but they may not be enough. The quality of your website or landing page is always relative to the competition.
Sometimes these features may be enough, but if your top competitors have significant marketing chops, you’ll need to step it up! Many landing pages are fast, look good and have solid calls to action, but that doesn’t ensure a solid connection with visitors.
The most crucial component of your website or landing page is the connection you make with the visitor. I’ll say it again, “connection”.
To make a connection with visitors, imagine yourself as a cynical prospect. What would you be looking for on your website? What would you like to see?
Winning their trust and making a connection will compel them to call or fill out a lead form. Relevance initiates a connection, but a good connection requires much more than relevance.
Searchers want to know they have found the solution to their problem. Connections are made when your landing page convinces the searcher that you can solve their problem.
Let’s take a quick look at an example of how this works.
Suppose you own a garage door repair business. Here are some landing page or website “trust signals” that will help form a connection with visitors:
- Explainer video introducing your company, services, and advantages (Side note: video content is the single best way to form a connection with visitors and turn them into callers)
- Job showcase videos including the problem or damage (if possible), how you fixed it, and the end result of your service
- Testimonials from past customers
- Images of you and your staff in front of your company vehicle
- A headshot and short bio of the company owner and key team/crew members
- Information about the most common garage door problems and how you fix them
- Free report with authoritative and helpful content
- Frequently asked questions and answers
- Images of industry affiliations and associations that you’re a member of
- Industry awards you may have been given if you’re a leading company
- How you’re involved with and benefit the community in some way
- Live chat or direct messaging system
- Anything else that helps builds visitor trust
Don’t get overwhelmed and think your LP or site needs all of these. Remember, your positioning strength is always relative to the competition, so you just need as many of these trust signals as needed or possible.
Trust is at the root of every successful connection made with visitors, and ultimately, how well your landing page converts visitors to calls and leads. To build trust, you must show your visitors that you deliver exactly what they need, have a track record of thrilled customers, and ideally, why you’re the best choice in town.
Then you’ll achieve a high conversion rate and profitable cost per lead.
Here’s a great performing landing page we built for a garage door and electric gate client of mine as an example. Notice the simple, easy to produce showcase videos we taught our client to record—they go a long way toward building trust and outperforming his competitors.