Contributed By:
Source: Entrepreneur
Perry Marshall and lead generation expert Talor Zamir introduce you to
the basic framework behind a successful local marketing campaign. In this
edited excerpt, Perry and Zamir reveal how to create a landing page that will
increase your conversion rate.
We're
sure you understand why a good landing page is so essential to your success, so
let’s look at what a high-converting landing page should include. This
information we're sharing with you is the result of years of testing and
millions of dollars in ad spend, and has proved successful across dozens of
different local business verticals. It's what we've found works the best for
local businesses looking to get their phones ringing.
Header
The
header is the section at the very top of your site. It should be relatively
narrow because you don't want it taking up too much of the all-important
above-the-fold space at the top of your site.
There
are just two things to include in the header: your logo, which goes on the far
left side of the header, and a call to action, which goes on the far right side
of the header.
This
call to action should be in a fairly large font so it stands out and people can
read it easily. For a local business, we almost always have the business’s
phone number here.
However,
don't just put the phone number up there. Add a specific call to action above
the phone number to give people a reason to call you. We recommend something
like “Call Now for a Free Estimate/Consultation/Quote.”
Video or Image
Under
the main headline, on the left side of the page, you should have a video or
image. (This video or image could go either above or below the main headline.
We've tried it both ways, and it doesn't seem to make much of a difference in
conversion rates.)
The
strategy for the image or video is pretty much like it is for the rest of the
landing page: Put your best foot forward. You simply want something that looks
professional and helps convey the benefits you offer. For a video, keep it on
the short side: around a minute or a few minutes at the most.
For
the image, make sure it’s relevant to your business. Ideally it’s a photo of
you/your staff looking happy or one that visually shows the benefits your
clients get from using your services.
Headline/Subheadline
Hands
down, the headline is the most important copy on your landing page. It’s so
important because it’s going to be the most read copy on the page and will
largely determine whether your prospects pay attention to the rest of the page
or simply hit the back button.
There's
no shortage of detailed information out there on copywriting and creating
headlines. Most of them require you to think really deeply about this, come up
with a customer avatar, think about a lot of theoretical stuff, come up with
100 ideas, etc. A lot of this information is really helpful; we're not
dismissing it at all. But our goal is to make things as simple and
straightforward for you as possible.
Obviously
we can’t write your headline for you -- you'll still have to do some
thinking about this and at least come up with a list of your best benefits and
main selling points. However, we're going to share a headline template that's
proved to be successful on a number of landing pages we've created for clients.
To be continued at our next edition on Monday, October 16, 2017. Please keep in touch!
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