Designing landing pages that will land you clients

Consider your landing page as the revenue lifeline to your company. It is your company’s air supply of lead generation, that won’t just keep your company’s heart beating, but thumping. It demands just one simple rule, don’t underestimate its value. It may need constant maintenance, but it’s your ability to maintain your landing page’s fresh appeal that will keep attracting new clients and entice existing clients to come back.

As clients are exposed to a constant bombardment of information, it becomes an increasing challenge to design landing pages that draw attention and attract new clients. Keeping ahead of the competition isn’t easy, to do so, you have to provide clients with utterly irresistible content every, single, time. In this two part article we turn landing page design into a science, drumming it down to its core elements, to hopefully help keep you focused on creating pages that are primed for conversion.

1. Know your audience

You’ve developed a top class brokerage service, that’s fantastic. But a dose of reality is going to tell you that not every financial trader is going to be your client. It is important to realise that your first step involves clearly defining who your target market is, and then identifying your ideal customer for every financial service that you offer. Once you’ve been able to pinpoint exactly who your target audience is, you will be able to allocate your time, money and resources smartly and strategically.  

 

2. Entice visitors to subscribe

Getting visitors to subscribe to your website is a great marketing goal as it pools together a warm group of potential clients who have already expressed an interest in your brokerage service.

However in order to achieve this goal, you need to create incentives for visitors to provide you with their personal data and become subscribers. Don’t think about giving away free fridge magnets, those incentives must have relevant and valuable benefit.

Why not consider incentives like “invitations to join a trading webinar” or register for “an e-book to develop a successful forex strategy”. GrooveHQ found that 8.4% of visitors would register for incentives and of that number 11% of trial users would then later convert to customers. Worth it? I think so.

3. Attractive Headlines and CTAs

A quality landing page is most conspicuous for its attention grabbing headlines and persuasive CTAs (Call To Action) and getting them right will be the defining attribute towards making your landing page a success. Often it’s a case of simply having big and highly visual fonts, which has been known to increase conversion rates by as much as 133%.

In other cases, it was adding relevant words to your CTA, so instead of it saying “register”, it says “register for stock market update”, a difference which for one company improved their CTR by 213%. It’s critical that you seize the attention of a prospect client with clear value-added and persuasive headlines, with CTA buttons that are prominent (placed above the fold) and create a sense of urgency from the visitor.

4. Client Generated Content

In the same way that word-of-mouth works for promoting your services, so does client reviews, as it’s the social proof that you are a trustworthy company.

Particularly, as a forex broker where you’re asking people to hand over their money, the imperative is on you to reassure potential clients and make them feel secure. This can be achieved through one of your most critical assets, your past customers, even just mentioning the number of previous clients, points out your popularity and credibility.  

If you have just passed a regulation audit, then show it. Similarly, if you have been positively mentioned in a media publication then show that too. Both breed trust in your website’s visitors.

5. State your benefits

You’ve captured your audience’s interest and they’ve continued to scroll down your landing page to read more, you should know that’s already quite the accomplishment. At this stage, you need to reinforce your brokerage’s benefits to clients. State them clearly, ideally in bullet point form and address how your brokerage’s services will address their underlying pressure points.

Basically, you’re telling them why do they need you? One company improved their sales by a staggering 213% by adjusting their content to a user benefit oriented angle, with content that read “Increase your financial portfolio by 50%” or “Actualize a 100% return on investment” etc.

Next week, I will continue to elaborate on tips for designing landing pages that will land you clients.