Are Your Firm’s Website’s Landing Pages Letting You Down?
If you are an accountant or bookkeeper and are spending marketing budget to advertise on search engines and on social media, but not seeing any results, it may be your firm’s landing pages.
Landing pages are the place on your website where your prospect ends up when they click on your advert, email or social post. If they got this far then they’ve obviously shown enough interest to find out more about you. So now’s your chance to persuade them to take the next step.
Clicks don’t always mean sales
If you have lots of clicks on your ad or post but no inquiries, purchases, or other conversions, you’ll have nothing to show for your precious marketing budget (not to mention your time). So it’s worth analysing the return on your investment by looking at your cost per acquisition or CPA. The cost per acquisition is how much it costs to convert one person from a visitor to a client for your business. If your CPA is high, you’ll want to find ways to improve it. Start by looking at your landing page.
Your landing page needs to convert prospects into customers and clients. (Note, they don’t need to be solely for sales – your landing page might be a newsletter sign-up, a meeting request or an event registration). Make sure you are doing everything you can to encourage your visitors to take the next step – whether it is buying or booking a meeting time!
Here are some ideas:
- What’s in it for them? – Think about the one key benefit from your customers’ point of view and focus on that. It should be the first thing they see. This is your chance to explain the problem you solve for them in a compelling way.
- What are you actually offering? – Describe your offer clearly and include any features and benefits that make you the obvious choice.
- What do you want them to do? – Have you got a strong call to action (CTA) and strong reasons for taking that action? Choose a call to action that is motivating and ensures your prospects are clear on what to do next. For example, if you want people to sign up for a newsletter your CTA could be a ‘Subscribe to our Newsletter’ but you are likely to catch more attention with ‘Keep me Informed with the Latest Business Advice’.
- Keep it simple and consistent – Is the message on your landing page consistent with the ad or post? For example, if your ad offers a ‘Free Business Health Check’, your landing page should provide the details on what’s involved and an easy way to sign-up and book a time.
- Beautiful design – Using images that are relevant to your message will increase attention levels. If you are able to, use photographs of real people, as they will be more credible than stock imagery.
- Does your landing page (and website) work on mobile? – Since 2015 more people now search via their mobile than on a desktop computer. If your site is not loading quickly and properly on these devices you could be losing valuable visitors. Give them the best experience by ensuring your site is mobile responsive. You can read more on this here.
- Place your call to action throughout your website – If your prospect ends up clicking through to other pages within your website to find out more, give them the ability to take action on those pages too.
- Think about who you are talking to – Be consistent. If your ad, or post is targeting a specific group of people, such as home-owners in your local area, your landing page should be designed to address their specific needs too. If they end up on a page that doesn’t relate to the message that they clicked on, you risk losing them.
Sometimes, it’s the simple things that can make all the difference. Put yourself in your prospects’ shoes and review the journey they take to becoming a client.
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