Landing pages - Is your business ready for landing?

Is Your Business Ready for Landing?

Are you ready to land more business?

Driving more business from your existing clients and generating new business from prospects is broadly what we all want to do. But where do you send your prospects when you build a new email or PPC campaign? Is it to your homepage – or somewhere else altogether?

Often companies blindly link this activity through to their homepage expecting the recipient to then go and find out the information that they were intrigued by. Consequently, such an approach leads the resulting conversion rate to be, as expected, quite poor.

The best practice is to build a custom “Landing page”. This is a page created specifically for the campaign or promotion where a visitor lands after clicking on your Google AdWords advert or something similar.

So, what are the key ingredients that make up an effective landing page?

1. Clear and Impactful Design

The success of your landing page and its ability to deliver a conversion is fundamentally affected by the look, feel and the structure of the page.

You need to have laser focus on that one conversion or objective – and ensure that all elements of the page help towards driving to that. That objective could be to complete a form, to watch a video, make a purchase or read a newsletter.  You need to consider the colours, design and images. It helps to ensure that the buttons you use are in strong contrast to the background. There are many different elements of a button to be considered: from the colour, its placement and its size. You need to test the different attributes in order to produce the best page layout.

A recent example of this can be seen with rhw Solicitors – in which we designed a page with clear navigation (colour coded) for web visitors to choose between either Personal or Corporate Law.

2. Less is More

You need to produce a clean page with clear and obvious navigation and no distractions. You need to encourage your recipient to read what they need and move down the proverbial sales funnel to complete the action, but no more. The skill comes in understanding what that level of detail needs to be – and what it is not. Too much and you can distract and overwhelm them. The copy should be easily “scannable” and the use of bullet points is key.

You must consider the copy that is read at eye level (above the fold) – and the secondary information that you still want to share – but that can be kept below the fold for the recipient to scroll down to read.

3. A Well-considered Headline

A good landing page should have a headline and sub headlines that encapsulate your offer and communicate the key benefits that the recipient should value. Most effective landing pages use the headline to confirm the offer and the subheading for further explanations of the offer. Don’t forget you have around 8 seconds to convince the recipient of your offer so it’s crucial that the headline and sub headlines are clear and convincing. (The 8 seconds could be a myth. However there is no dispute that our brains take only a matter of seconds to assess whether you have found the information that you are looking for.)

4. Responsive and Mobile-friendly

Just over 52% of web activity comes from mobile so it is essential that your landing page can be navigated easily whatever the media. The page should load quickly and look and feel great on mobile. Consider your own website and visit the different pages on mobile (vs desktop) – how does it compare?

5. Keep Forms Short

All of us would like to garner as much information as possible from our web visitors, but in reality – the more information you request on your landing page the less the chance that you will get the form completed.  A more pragmatic approach is needed. Instead best practice is that if a form is necessary, only ask the visitor to complete the most crucial fields. Remember that you can use the thank you page to always ask for more.   We have taken this approach with our own web form: what do you think?

6. Consistency of Language

Remember that the customer experience must be consistent across all the touch-points, so if you use specific language or key phrases on your PPC adverts it makes sense to replicate this on the landing page. Repeating these words ensures visitors are on the same path and reassures them.

7. Signs of Trust

Good landing pages make thorough use of validation from third parties to communicate to the audience that your offer and your brand is trust worthy. Such signs of trust include accreditation from industry bodies as well of course as client testimonials.  Check out your own site and consider how you can weave such authority through it.

8. Test, test, test

It sounds obvious but only by testing and tracking results can you learn what is and is not working.  A great way of achieving this is through testing the work first on others within your own company, then when the work is ready to continue testing. If you decide to do any AB testing you need to ensure the differences are few, otherwise identifying what is and is not working is impossible. Remember your Conversion Rate Optimisation (CRO) too.

Landing page design with Clever Marketing - Hampshire Digital Agency - SEO. PPC, CROWriting, designing and building landing pages is quite a complex and time-consuming task. But the results of strong landing page design can deliver you better campaign results and, crucially, a greater Return On Investment (ROI).

If you would like a helping hand to ensure that your digital marketing campaigns get the best reception, give Clever Marketing a call on 01276 534 680 or complete our easy contact form.

Does your business have a brand

Does Your Business Have a Brand?

Just Do It.
Think Different.
I’m Lovin’ It.

Based on just those slogans, we’re willing to bet you know exactly which three companies we’re referencing. These phrases are so strongly associated with those companies that you will be able to conjure up their name, their logo and what they sell before you’ve even finished reading it. And there’s one simple reason for that – great branding.

We all see examples of branding every day. When we’re shopping, watching TV, reading the news, or searching the internet for a product or service we want to know more about.

So, the question to ask yourself is, do you have a brand?

This might seem like an odd question but bear with us for a second. Because, you see, not all businesses have brands, but all brands belong to successful businesses. Today, we wanted to share with you what a brand is, why it’s important, and what you need to create your own successful brand.

What Is a Brand?

By definition, branding is a marketing practice that includes everything from creating your logo, symbols and other design elements that make it easy to identify your products or services. But at Clever Marketing we think it’s much more than that.

Your brand is the overall experience a customer has of your business – from your name and logo to your website, your social media, the way you answer the phone and even the level of service they receive from you. It’s how you make them feel, what they remember you for and how they pick your business out of a crowd next time. At its core, branding is all about making a memorable impression on consumers and allowing your customers and clients to know exactly what to expect from your company. It’s the way you distinguish yourself from the competition – how you stand out and why you are the better choice. It’s different for each and every company, and while most businesses will have all of that information in their heads, many don’t turn it into a brand on paper.

Why is Having a Brand Important? 

Imagine you’re standing in the condiment’s aisle at the supermarket, looking for ketchup. On the shelves there are hundreds of bottles, all of which contain the same red liquid, most of which were probably made in the same factory. The only difference is the name on the label. Which one do you choose? Most of you would probably go for Heinz. That decision, that impulse is why branding is important.

Branding can change how people view your products and services, or your business as a whole. It can drive new business, increase brand awareness and help you differentiate from your competitors. The most successful companies will leverage their branding to promote loyalty in their customers, with big brands even becoming household names. On top of that, good branding can also:

Create Recognition: This is maybe the most important function of branding – to make people recognise your business and become known to consumers. For this, you need a powerful, easily memorable logo that can make an impression at first glance and stay at the front of people’s minds.

Increase Business Value: Branding is important when trying to generate future business, and a strongly established brand can increase a business’ value by giving the company more leverage in the industry. This makes it a more appealing investment opportunity because of its firmly established place in the marketplace.

Generate New Customers: A good brand will have no problem drumming up new business through referrals and directly. Strong branding generally means customers get a much more positive impression of your company, and if you’re familiar to them then they are more likely to do business with you over others.

Build Trust: Customers need to trust your business before they will buy from you. But having a professional appearance and well-thought through branding will help establish and build trust in you and what you do. Being properly branded also gives the impression that you’re an industry expert, making the public feel as though they can trust you.

Improve Employee Satisfaction: Many employees need more than just work — they need something to work toward. When employees understand the mission of a business and its reason for being, they are more likely to feel that same pride and work in the same direction to achieve the goals the business owner has set. Having a strong brand is like turning the company logo into a flag the rest of the company can rally around.

What Makes a Good Brand? 

So, after all that, how do you create a brand for your business?

A few characteristics of successful branding include:

  • Audience segmentation– if you try to appeal to everyone, your message will be diluted and ineffective.
  • Exposure – You need to be able to reach customers through multiple channels and mediums.
  • Unique approach – Being the same as another brand only means you will be mistaken for them. You need something distinctive and unique to your business.
  • Leadership – Whether it’s the CEO, the owner or the marketing manager, successful branding always has a champion behind it.
  • Passion –While you can build a brand in the short-term without passion, you need it to sustain and grow your brand in the long-run.
  • Unified approach to service – ultimately all parts of your business are part of the branding exercise, so your approach needs to reflect your brand values.

You will also need:

  • A good logo.
  • Strong and consistent brand identity (including colours, fonts, format, communication style and tone)
  • Consistent visual elements.
  • A great website.
  • A marketing, advertising and outreach plan.

But most of all, you need a great marketing team to help you create and implement all of those things.

At Clever Marketing, we provide a full suite of design and marketing services to help you create and maintain a great brand. Our services include everything from initial logo design and developing your brand identity (including colours, typography and other creating visual assets), to refreshing your branding and helping you roll out your new brand company-wide on everything from stationery to signage. Not only that, but once we’ve created your exciting new brand, we can help you write a set of brand guidelines for your business, so you know everything you produce will be consistent and match the brand you’ve worked hard to create.

That’s Clever Marketing

Clever Marketing - Surrey Digital Agency

Find out  how we can help you with your brand and set your business apart from your competition. Just  call us on 01276 534 680 or fill in the simple form with your details and we will get back to you.