First we must set the parameters of the conversion goal to determine the type of goal for your conversion Landing Page. These are a few examples:

• Request a quote
• Make an inquiry
• Book a free consultation
• Download a Lead Magnet
• Book an appointment
• Buy a product / service
• etc.

The best copy informs the user that they are in the right place and then compels them to take the suggested action.

Confirmation of the right place is as simple as providing message-matching.

Your Landing Page may be about 10% message matching, whereas the remaining 90% are free to convince the user to take action.

Use the following formula to predict conversion: C = M + V + I – F – A

Conversion = User Motivation + Value Proposition + Incentives – Friction – Anxiety

Understanding the user is fundamental to being able to serve their needs best.

• Relationship: Do your visitors have an established relationship with you? Less persuasion will be needed if there’s existing bonds of trust. If you’re looking to boost cold PPC traffic to your page, you’ll need to build trust by conveying credibility.
• Complexity: How much explanation will your offer require? You may wish to consider using a Landing Page for a free house painting quote vs. a Landing Page that sells enterprise software. The metrics of information, explanation, and convincing are completely different.
• Commitment: If you’re asking for a big commitment, such as asking a large fee for an initial consultation, then you’ll be required to demonstrate the value while reducing anxiety. Consider adding a free guide to your Landing Page to ease your customers’ concerns.

• Whenever page structure gets in the way of the message, comprehension dips and overall conversion suffers.
• Use headings and sub-headings to showcase the core benefits or message.
• Use short, punch copy
• Consider using bullet points when appropriate
• Make sure your Landing Page makes clear sense at-a-glance
• Use button copy, like Calls to Value, on your page when you are at the point where the user can be convinced to take action.
• Use large buttons with contrasting color to make them really pop.
• Use professional images that build on your points in the copy. Limit stock image use as much as possible.
• Use images of people looking at the Call to Action buttons that you want users to click on.
• Diagrams can simplify many aspects of the process.
• Use different background colors for each page section. This makes it easier for users to follow along using the questions they have in mind.
• Stick with the branding guidelines so the landing page stays consistent as looking like part of the brand.

It’s always important to mention the benefits and what’s-in-it-for-me components of a product or service, but remember that today’s customers have more reasons than ever to be skeptical of claims marketed towards them. We can build trust with customers using these tools:

• 3rd Party Verifications
• Associations
• Awards Won
• Before and After Results
• Case Studies
• Celebrity Endorsements
• Certifications
• Charts and Graphs
• Client List
• Comparisons with other Services / Products / Competitors
• Contact Information (prominent in the header)
• Credible Photos
• Demonstrations
• Team Photos
• Guarantees or Warranties
• Tell the Story of the Company
• Infographics and Visualizations
• Logical Arguments
• Product Reviews
• Media Exposure
• Quote from an Authority
• Reasons Why
• Research Findings
• Scientific Studies
• Social Media Proof
• Social Proof & Testimonials
• Specialization
• Specificity (exact language, pricing, etc.)
• Test Data
• Testimonials
• Trust Seals
• Unique Mechanisms (what makes the service unique)
• Valuable Content

Calls to Action compel the user to commit an action and drive the conversion goal. Your page structure, copy, and design should be oriented to cause this goal. Each Conversion Landing Page needs:

• Call to Action buttons clearly visible above the fold
• Calls to Action throughout the page at each major section.

Landing pages work as part of larger marketing systems as part of a larger digital campaign. Your campaign objectives will be determined by technology, user flow, and the data requirements of your conversion landing page.

We recommend any of the following Landing Page Platforms. All listed feature easy integrations with the leading CRMs and email platforms.

• Instapage
• Unbounce
• Leadpages
• Click Funnels

We recommend any of the following email platforms.

• Mailchimp
• Campaign Monitor
• Get Response
• Constant Contact

We recommend any of the following CRM systems.

• Active Campaign (our recommended CRM & marketing automation platform)
• Infusionsoft
• Salesforce
• Agile CRM
• Zoho CRM

The Thank You Page provides one of the most underrated tools in digital marketing today. Many users will download their promised Lead Magnet and then possibly never return.

Our Landing Page offer will stand out with our unique Thank You page.

The information from your conversion landing pages must be accurately tracked in your Google Analytics data so you have the full picture of what drives your sales. We recommend setting up Call Tracking to monitor calls off of Landing Pages. A third party tracking solution will capture your click to calls, as well as any time a user phones your number.

Every Landing Page is marked against our 46-point conversion checklist to maximize all persuasive elements.

We are always monitoring performance from day one of activity. We are constantly adapting and shifting our goals to better suit your own moving targets. Improving the performance of your Landing Pages enhances the customer acquisition stage of your funnel.