The cornerstone of any marketing campaign is to encourage your audience to perform an action, such as enquire about a product or service or buy something from you.

Deciding what action you want your audience to take after viewing your advert or post on website/social media, is the first task when developing your marketing plan.

Asking your audience to call you provides you the chance to directly engage with prospective buyers and build a relationship. However, it does require the prospective buyer to take a leap – pick up the phone and dial. Not that easy for some (especially during work hours).

Likewise, asking your audience to email you also demands something of them. They need to type, even if it is only to introduce themselves and ask for more information.

Just providing a website address is fine if your objective is to increase traffic to your website. But if you are trying to attract leads, you are simply hoping they continue browsing and eventually find your horses or services to enquire on. Quite a few steps for the prospective buyer to make.

A web “landing page” with a simple contact form is a better alternative to convert your marketing audience into sales leads.

A landing page could be an existing page on your website that visitors end up viewing whenever they click on a link shared in an email, on social media or in online advertising.

It could alternatively be a standalone page explicitly designed to communicate further details and a “call to action”. Unlike the rest of your website which can be informational, educational or entertaining (or all of the above), the goal of a standalone landing page is singular: convert visitors to sales leads.

What is the benefit of a landing page over a website homepage

Regardless of your objective and what type of marketing campaign you are running, it is a must to direct your audience to the specific offer you are selling and make it as easy as possibly to complete your desired action.

A successful landing page is relevant to a specific offer – for example, a horse for sale – and not your business. You should be trying to achieve a specific objective – get enquiries on your horse – not just promote your brand or explain your services.

Wrkplace Digital provides a CRM & Email Automation managed service, using the reputable Keap platform.

Keap’s standalone landing pages can help you attract more sales leads, convert existing leads into sales, record expressions of interest for an upcoming sales event such as a yearling sale, or record RSVPs to an upcoming event.

Below are 7 principles of effective landing pages that we choose to follow.

1 Keep it simple

Once your visitors land upon your designated landing page, they shouldn’t be scared away by too much information or too many options.

Provide just enough information to encourage that next step – an enquiry on your horse – but leave something up your sleeve to provide them when they enquire. This is often referred to as a “lead magnet”.

2 A killer headline

The headline is for capturing the attention of your visitor. It’s the most important element on the landing page.

According to research (Ted Nicholas), “73 percent of buying decisions are made at the point of the headline.”

The headline should capture the reader’s attention, inform and educate the reader, and be short and precise.

3 Use video, correctly

Video can provide a valuable dynamic and personal addition to a landing page. However, if used incorrectly, video can be dangerous. Be sure to keep your customers in control of the experience by keeping videos to 60 seconds or less. And the first ten seconds must be about what you are selling – not about your business and certainly not your logo (you are not selling your logo!).

4 A clear call to action

A call to action (CTA) entices the prospect to complete your objective.

Make each step as easy as possible for the prospect. In our view, the easiest option for the prospect is for them to complete a contact form with their name and email address (and optionally their phone number) to receive more details via email.

A landing page should therefore have a clear, highly visible call to action (CTA) form ready for completion.

5 No easy exits

The less places for visitors to click or divert to, the more likely they are to complete your objective. Give visitors few options (or none) to leave your landing page without completing the contact form.

One call to action form (or button) is advised. A second option may be viable in some circumstances. For example, you may choose to offer the visitor the chance to browse more racehorses available in your website, just in case they view all details on this specific horse but are not interested.

6 Less is more

A short, concise contact form is a must. If your form is too complicated and asks the visitor to enter too many details, they will be put off.

7 Automate for email response

A good landing page encourages the visitor to provide their email address. Technology solutions like the one we use, can automatically email further information to the contact to create a great first impression – and exactly when the contact is on the computer or device.