Creating a targeted marketing campaign can bring great results. When you give it an excellent dedicated landing page you increase its value immensely.
Dedicated landing pages for targeted marketing campaigns are a fairly new strategy. In fact, we haven’t done many of these for our clients yet, but we fully expect to in the near future because they can bring such a great return on investment. Targeting a campaign to specific market segments within your broader audience, or for specific services, allows you to use more nuance and convey more detail than general marketing efforts. This can be the perfect approach when you’re adding a service or just want to increase awareness about a single aspect of your accounting firm. It’s also ideal when you wish to attract a particular type of new client, or if you’re running a temporary special program that you’d like to share with a well-fitted audience. Whatever inspires the targeted campaign, dedicating a landing page to it adds value to your efforts. Every element of the page is a chance to craft your message for maximum impact and informative content. Unlike your home page, it can be limited in scope to focus on this single function. Here are 10 points where landing page design can make it into a client conversion powerhouse, adapted from Formstack’s great graphic explanation.
- Compelling headlines that draw readers in are a critical doorway to further exploration.
- Headlines and subsequent detail need to be a good match. Watch out for logical leaps between headline and copy content that leave readers behind.
- Proofread or perish! Mistakes happen to everyone, but when they happen to accounting firms, credibility goes out the window. Proof it more than once, and by more than one set of eyes.
- Leverage legitimacy. Include intros to client testimonials on the page (with links to expanded versions), as well as logos for memberships and approval protocols that show you’re validated by industry and users alike. This is especially important to alleviate the anxiety that many people feel around financial issues.
- Clarify your call to action. Make sure users know exactly what you’d like them to do next and what they can expect to gain from the actions you’d like them to take.
- Identify where to click and what to do. Make it easy and obvious – confusion is one of the easiest ways to lose potential clients who are open to taking the next step but apprehensive about how it works. These buttons should stand out and leave no room for misunderstanding about what happens next.
- Limit links. This is one page that shouldn’t be too open-ended in its options for where to go from here. Offer a streamlined course that takes viewers only where you want them. General exploration links belong on your main web pages, although it’s a good idea to link this page to your home page for those who’d like to explore from there.
- Add images and video that support your claims. Having a video testimonial adds impact as well as a big boost to your page rank. Choose images that are both recognizable and relevant.
- Top-heavy design means viewers don’t have to scroll to see the important facts. Keep call-to-action buttons up near the top along with what you most want visitors to learn.
- Compare and learn by utilizing analytic tools as you change copy, images and calls to action. Don’t assume that your fantastic page is the most effective it can be; do the testing to find out.
A great landing page can make a big difference to your campaign, so make the most of each element it contains. Then observe and test, and don’t be afraid to experiment to see what works best.
What other ideas can you share that have made the difference for your firm? We’d love to hear what has worked well (or not so well) for you.