Successful landing pages?

[Naji Boutros]

I'm adding two pages to my website. One page for distressed homeowners to submit their property, and possibly receive instant cash offers. The second page is for investors to register and possibly receive those off-market listings.

I originally posted a link to those pages, but Bigger Pockets auto-deleted it. 

So instead, I'm going to ask, What are some key elements, tips, suggestions that I need to keep in mind when building out these two pages?

[Angel-Ty L.]

@Naji Boutros  @Henri Meli @Craig Bellot @Kelly Conley

As I'm guessing you may already know, the whole purpose of a landing page is to convert visitors. The landing page is centered around 1 specific topic. In your case, you want to have 2 landing pages one for converting motivated seller leads and the other to convert buyers for those motived sellers.

So I'm going to outline the anatomy of a very well designed landing page template and then go over a couple of tips with pictures and examples. Make to suer to read this in its entirety for the full value... you might miss something important 😃

So to start you first need to set some things in stone and ask yourself some qualifying questions for your landing page

What kind of business are you creating the page for? B2B or B2C

important to know because you have to make sure you're talking properly to the right audience. My copy would be a lot different speaking to another company compared to speaking to a regular consumer who looking for a service. Especially since you are conveying an urgency audience with your motivated sellers landing page.

What does the UVP have to do with what you are offering?

Think about what makes you stand out from your competition, how it’s going to fulfill the needs of your visitors, and what the benefit of choosing your company will be. For example, you may have the fastest process to get your lead cash fast. So your UVP can be " #1 Fastest home buyers in XYZ, close in 5 days or less". In that value prop, you are conveying the sense of urgency that your ideal visitor should show. They are in a predicament that requires them to sell their house as fast as possible. So speak to that ideal audience using their language.

How long till you follow up? In 24 hours? Within the hour? Make sure to communicate this clearly to your viewers. Clarity is key.

You don't want to leave the viewer in the dark. You want to make sure you are guiding them through the whole process. So that means telling them when they are going to hear from after they fill out the form. This can be labeled both on the front of the landing page as well as the "Thank You" page which you most definitely should have set up.

You want to use these questions and any other you can formulate that you think will help you better convey a proper copy to the visitor that will nurture and lead them to a conversion.

Side note... when writing copy makes sure you are not giving out all the details. Leave you visitor hanging enough to want to learn more as well as leaving out things that may deter them from wanting to fill out your form. For example, saying on your CTA (call to action) "sign up now to speak with a team representative" would not be the best. Instead, Try "Sign up now so we can give you a custom quote". Lets the visitor feel they are being treated special because of its "custom".

Now with that being said its time to dive into the guts of a good well design high converting landing page.

Every good landing page first starts with the Hero Section. The hero section is whats going to be displayed above the fold, which is everything in plain view without scrolling. So this is the first section that a visitor will see. This is where you make your first impression. Are you going to capture the visitor's attention or are they going to bounce right off? The most important factor of a good hero section is headline copy. You want to make it clear to the visitor why they are here. So going back to who that ideal audience is a must. Your audience is distressed buyers so anything along the lines of "Get Your Home Sold As Is Today To A Local Investor" and then possibly follow up with "We've Bought a Countless home, most deals were closed in as little as 5 days". You get the idea.

Make sure you also have a clear call to action in your Hero Section Telling the visitor what they should be expecting next in the process. Remember we are handing their hand like a little baby.

Next section is for social proof. Humans are always naturally looking for social proof. Be honest when the last time you bought something on Amazon and didn't read any reviews or even gandered at how many stars the product has. I thought not. So your essentially doing the same for this section. You can do anything from a slideshow of testimonials from the clients you have done business with or a picture of the number of facebook reviews. Or better yet you can include bout. Preferably if you can get written and video testimonials from people where you are able to link them to a Facebook profile are golden. Cause I know we all visit a company website and see they have testimonials but how do we know they are really real. Well if you can link the testimonials to a real Facebook profile that's plenty proof right there. Also if you don't have testimonials that okay to, come up with ways to have good people have something nice to say about just doing business with you in the past or just working together on a side project. Quotes from a happy credible customer will go a long way.

Now after your testimonials its time to talk about what your actual business does for the visitor. This section is pretty self-explanatory. Convey to the visitor exactly what you do in bullet point format. You want to make sure you always speak in the language that the visitor will understand that its easy to see how they will benefit from choosing your company.

Almost there! Now Its time for the FAQ section. If you're like me you may be shopping around and sometimes the service is confusing and I will have questions like most other people. However, I don't get time to call up a rep from a company to get my questions answered I want it answered now. Well with an FAQ section you can now solve that problem. Including this section will give incite to a visitor who is looking for a little more information. So it saves time from you have to be on the phone longer answering questions and a sure way to keep your visitor on the site longer.

Last but not least you have the footer section. This is where it all ends so you want to make sure you ask that visitor one last time if they would be interested in your service. This section is going to have the message of one more call to action. this section should be along with your logo privacy policy terms of use etc...

Some Tips

1. Keep It Simple

2. Communicate Your UVP (Unique Value Proposition)

3. Place Iconography Over Text Whenever Possible

4. High Quality Images (No Pixelated Photos)

5. Choose CTA Button Copy Wisely

6. Make Sure Your Landing Page is Mobile Optimized

7. Don’t Forget Your Thank You Pages

8. Review Ease of Use (Wise UX Design)

9. Use Chatbots to Make Converting a Conversation

10. Add Qualitative Testimonials

11. ALWAYS BE TESTING (BUT NOT TO OFTEN)

And that's mostly it. Obviously, there's a lot more to landing page optimization that didn't dive into, but I assumed I gave you enough information to go out there and get it done. Best of luck

-Angel Ty Lebron