Tag Archives: calls to action

Nicola Peaty

How to create a successful landing page.

By Nicola Peaty

Landing pages have become a great tool for marketers, created for specific marketing objectives. The two main purposes for landing pages are 1. a funnel path to convert leads and 2. data collection within a lead generation campaign. Both require simple but effective pages in order to achieve the desired results. Below are some tips and examples of how to create successful landing pages:

* Eye-catching headine. As with all things online, you don’t have much time to grab visitors’ attention, so make sure your headline communicates exactly what you are offering. Whether it be a promotion for a new product line or the heading for a particular article, be bold and be clear.

GROUPON is simplicity at its best. They’ve used a striking block colour, with a bright contrasting image. The data capture shows how simple it has to be in order to collect basic details.

groupon-2

MAILCHIMP is a great example of a clear heading, catchy image and an obvious call to action.

MailChimp-Landing-Page-1024x760

 

*Keep the message clear. Visitors landing on the page should be able to quickly determine the value of your proposition. The main point is to give them compelling and succinct information which encourages them to click through or give their details. Use bullet points to list the main benefits so that it’s quick and easy for a visitor to scan and deduce why they should move closer to a consumer decision.

NETFLIX landing page shows how to communicate a lot of information is a neat and easy format. The visitor can see exactly how the process works with the short one word headings across the bottom together with brief copy with an exemplary image. The family photo, FREE TRIAL circle and simple data capture form pulls it altogether nicely, encouraging visitors to sign up.

netflix-landing
GIFTCARD is a beautifully branded and effective page. Four bullet points is all it takes to explain how it works and with an obvious, but not in your face, button to send a gift card.

gift card examples-of-great-landing-pages

 

* Funnel where you want them to go. This means avoiding too many links on one landing page, with different messages which could confuse and lose visitors. If you keep it simple then one or two effective ‘sign ups’ or ‘click heres’ should work and funnel the visitors exactly where you want them.

UK Digital Cameras landing page has quite a lot of content and yet it is still easy to understand there are two options which would funnel visitors according to their specific needs. You can either get a quote for an old camera or buy a new camera with an offer on a particular model.

UKDigitalCameras1

 

* Incentivise well. Competitions and prizes are great for landing pages. Make sure the offer is simple, clear and enticing. Know your market and create the design and impact accordingly. Using Facebook as your funnel through page can also build your social media audience.

The International Make-up Academy landing page is perfectly designed and branded for its target market with one striking image. ‘Enter’ and ‘Like’ are the two calls to action and the 500 voucher is stated clearly in the succinct copy.

FB comp-landing-pages-tima

 

* Be creative. This is your chance to hit your market with something compelling that engages them and convinces them to take the next step along their visitor journey. Knowing your audience will allow you to decide the appropriate tone and impact of your design and message.

Coca Cola created a page to attract youth apprentices. They added the bonus of a $5000 incentive for nominations. But they didn’t stop there. Possibly as this was targeted at a young market, they included a video of the ‘most outrageous way to share a coke’. I doubt many visitors resisted the urge to click and view and just have a bit of fun.

Cola landing pageimage

In summary, landing pages can be effective, without being complicated. Keep the message and design clear and simple and you will enhance the chances of achieving your required results. Know exactly what your objective is, your target market and match your proposition with creativity and purpose. Not forgetting to capture and funnel leads by simple calls to action.



How to grow your business with social media



Nicola Peaty

Top Tips…How To Write Content For A Top Google Listing

By Nicola Peaty

All websites need to reflect the brand, tell the target market what you do and have effective ‘Calls to Action’ in place. But then, it’s all pointless if no one can find your site in the first place. This is where content is king – as is knowing how to write content for Google – which has changed and, we feel, improved over the years. 

When we wrote content for the first VG&A website in 2010, we probably went through at least five drafts before we decided upon the final ‘live’ version. We found it hard to write for our audience, comply with good SEO practice and at the same time, succinctly communicate our services. If only we knew then what we’ve learnt now! Ah, but we do know so much more now and that really helped when writing for our new website last year.

Write for your customers:

Firstly, we now know that content has to be written for your audience and not just a bunch of SEO terms. By writing in a language that your audience actually understands (and not just the Google bots) obviously also help attracts them to your site and gives your customer a good experience. Think about the search terms your users would use to find your website and make sure you incorporate these words within your content.

Quality:

Content should also be as high quality as possible. That means writing articles or blogs which are original and relevant. Where you can, give your own review, some depth and insight into your knowledge of a particular subject matter.  Your customers are looking for something unique and added value by choosing to visit your site and not just read duplicate content they can find on other sites. This will help reflect well on your business and give confidence to users who may be new to your site. Your objective is to engage your users so that they will stay on your site, return to your site and even recommend your site.

 Accuracy:

The last thing you want to do is deceive your users, so make sure the content you write is accurate so that visitors are not disappointed when they reach your site. This also relates to the <title> elements and ALT attributes which should give a very clear and exact description of what you are offering. There is no point including words which have no real relevance to your core site. Users will get annoyed and simply bounce straight back to the Google listing to find a site which delivers what it writes. This term is sometimes called cloaking and can lead to you ultimately being banned from Google, so be warned!

No more tricks:

When we first learnt about how to optimise a site nearly ten years ago, there was a completely different set of rules to make sure your site appeared on the first page of Google listings. Now Google is far more genuine to its users and it’s all about good user experience. No more should sites be using keyword density, copying duplicate content across multiple pages, using competitor trademark names for keywords or linking to spam sites to improve ranking.

Another ‘trick’ is Doorway or Gateway pages which have seen a recent rise in optimising techniques. This is when you create specific pages for certain key terms to attract users. They can hold very little content and are usually there in the guise to lead you on to other areas. This is not necessarily relevant, can be quite annoying and a waste of time. Google is far more sophisticated and will detect this and catch you out. It’s now all about being relevant and honest with your customers. Build a simple, well-structured site that keeps both your users and Google happy.

New ideas:

There will always be new ways to help get your site noticed and listed higher than competitor sites. It’s important to keep up-to-speed with these new ideas and try and stay ahead of the curve to take advantage of quick and easy (legitimate) techniques. For example:

  • Internal linking within your own site content on certain terms will help Google index and rank specific content.
  • Using Google+ will also help rank content, especially if you share content via Google+ and users click on the Google + to show they like your content.
  • Slideshare is a fairly new and popular way in how to display your content which Google can index in literally seconds.
  • Optimised images can often be missed but is another simple way of attracting visitors to your site especially if images are the best way to view your product. However, ensure to use the relevant keywords in the name, title and ALT tags so that users can easily find the images and Google can index the content.

 Ask the Experts:

Google has its own really useful guidelines for design and content as well as technical and quality: https://support.google.com/webmasters/answer/35769?hl=en

Top Tips:

We posted this infographic on our Facebook page last year (Source: Content Verve). It’s a great list of top tips we think will help when writing content for SEO purposes. SEO-Copywriting-–-10-tips-for-writing-content-that-ranks-in-2013

Nicola Peaty – Director, VG&A