Marketing Corner – Five Key Components of A Strong Landing Page

Marketing Corner – Wednesday February 8th, 2017

Five Key Components of A Strong Landing Page

Landing pages are an effective digital marketing tool for capturing information and enticing consumers with a give. But often when advisors try to employ a landing page strategy, they misunderstand the purpose of these mini-sites. To help, here are five components of a killer landing page.

Focused Around A Single Topic, Message, or Give

One of the biggest mistakes advisors use when employing landing pages is trying to make them do too much. Ideally, a landing page website is a one or two-page website built around a single topic. It can have links or resources, so long as they relate to the main topic—but otherwise, everything about the site should inspire a consumer to submit contact information. So if you are marketing around a complimentary annuity rate report, the content on the webpage should focus on annuities, even if you have aptitude and abilities in other areas of financial planning.

Clear Layout With Easy To Read Text

The point of a landing page is to offer information or gives in a clear and uncluttered way. This means that the layout of your page should be as simple as possible. The copy text will likely be bigger than you would have on a base website since you have more space to fill and you want your key points to stand out. Use strong headlines to reinforce the purpose or value proposition of the landing page.

Strong Calls To Action

If your objective is to capture consumer information, make sure the calls to action are strong. This means that buttons and button text stand out, submission forms are clear and welcoming, and the give is actually something a consumer in your target market will want.

Succinct and Relevant Copy

The art of good copy on a landing page can be a tricky one to master. On the one hand, you want to offer educational information that gives consumers helpful details to make informed decisions. On the other hand, you want them to call, email, or submit a form. So a balance needs to be struck between non-sales education information and sales-like calls to action/value proposition. And this is something you have to do with a very low word count, often in the 150-300 word count range. But it is possible if you keep coming back to the main purpose of your landing page

Branding

While there may be some situations where you’ll want to keep the landing page separate from your base brand identity, having links, logos, and contact information for your main digital properties can inspire confidence in your consumers. This may also serve to attract individuals that may not be interested in the landing page topic but are responsive to other services you highlight on your main page.

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About the author

Legacy Financial Partners - Legacy Financial Partners is an independent and full service Life Insurance and Annuity FMO that provides specific marketing solutions to help their clients succeed. Using dynamic tactics, an extensive support network and progressive marketing options, Legacy Financial Partners provides unique and specific development strategies to their business partners.

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