While your business may only open from 9am to 6pm, your website is online 24/7!
Think of your website as a sales team that never sleeps as it helps to collect enquiries during the business operating hours and off hours, especially at night when people are free and browse online.
The higher the number of contacts captured, the higher the likelihood of increasing sales.
However, many businesses are placing a higher focus on increasing website traffic while neglecting the landing page optimization.
Here are 2 scenarios:
Scenario 1:
5% landing page conversion rate
1000 website visitors = 50 visitors convert into enquiries
Scenario 2:
10% landing page conversion rate
1000 website visitors = 100 visitors convert into enquiries
Result of Website Optimization
Despite increasing landing page conversions by just 5%, we can add extra 600 enquiries per year (50 enquiries per month x 12) without increasing marketing budget.
4 Elements of a successful landing page (Competence, Warmth, Specificity, Contact):
Note: not all the elements below are applicable as it depends on your industry
#1: Competence
Demonstrate the business’ competence by showing the following:
-Customer testimonials (generally video works better as it looks authentic)
-Before after results (a mixture of realistic and “wow” before after)
-Team qualification and expertise
-Google maps reviews embed to show the brand has many positive reviews
-Celebrity/Influencer pictures (if any)
#2: Warmth
Next we want to show the business environment is friendly and welcoming.
Here’s how:
-Individual picture with a short write-up so customers get to know more about your team
-Picture of you/your team with customers (smiling pictures will be a bonus)
-Short video of a team member who shares the story of how this business was started
#3: Specificity
Ideally, each service should have its own landing page.
For example, let’s say you have 8 services, each of the 8 services should have a landing page of their own.
Let’s say you are a dentist with services such as scaling, braces, implants etc. Each of these service should have their own landing page for hyper specificity vs a generic page that promotes all services.
#4: Location and Contact
State your business location in each landing page and give customers ease of contact by having 3 forms of contact:
-Phone call button
-Contact form
Action Steps:
1: Identify the number of services that you provide.
2: Instead of optimizing the landing page for all services at one go, aim to do 1 each month.
3: Monitor the impact of landing page revamp vs the previous page.
