Oftentimes, when staffing firms invest in marketing campaigns, they toil over perfecting every word, each keyword, and every pixel of a design. But even the most well-structured, stylized and engaging marketing or sales campaign results will be limited simply because of the destination for a campaign. Consider these questions:
- Did you create a specific landing (destination) page for your campaign?
- What do people see and read when they land on a landing page of your website?
- Are they presented with 15 choices of where to click?
- Are there 700 words of copy to read on that page alone? Is the content relevant to their needs and demographics?
These types of questions are essential to consider when you are investing in a marketing campaign (whether it be paid advertising, direct mail, social media or more). While the destination page for your particular campaign will be different than other firms’, there are still standard best practices that should be followed when developing your landing pages.
19 Landing Page Best Practices to Follow:
- Set a goal. What do you want people to do? Are you looking for candidates from a Facebook campaign to search jobs? Are you looking to increase email newsletter signups? Are you looking for prospects to download a salary guide? Every goal will yield a unique end landing page. Pick one goal and focus on that.
- Be relevant. If you send candidates from a light industrial campaign to a landing page geared towards executives, your conversion rate will suffer. Be sure that all of the content on the page is relevant to your target
- Deliver consistency. If your campaign is touting a free eBook, be sure that the landing page offers that. Your campaign’s elements should carry over onto the landing page itself.
- Reinforce your company’s branding. Your branding guidelines should be followed on landing pages. There is a time and place to integrate alternate colors (like when A/B testing two variations), but the overall look and feel of the content and design should support the rest of your marketing and company branding.
- Don’t make your page too long – or too short. If you have too much content, people will leave without contacting you. If you have not enough content, people will not know why they should contact you and will leave. Your landing page should be long enough to highlight how you can meet your prospect’s needs, but short enough to intrigue them into wanting to learn more (and contacting you!).
- “Hook” prospects with an effective headline. Tell your audience in plain language why they should keep reading, relating your services/expertise/offer to their staffing needs.
- Use your copy to walk prospects through a journey. Instead of launching into 400 words about how much your staffing firm rocks, walk your audience through a concise journey about how your firm can meet their specific needs. After you hook your prospects with an engaging headline, clearly communicate how their pain points can be fixed through your knowledge and services, and what the prospect’s next step should be.
- Declutter.Don’t include copy or designs just for the sake of including them. Use a clean design that effectively uses whitespace and visual indicators to direct people on a path through the landing page to their final action of completing a form.
- Use relevant visuals. Integrate graphic elements that highlight your expertise, a case study or other compelling stats that help to strengthen your expertise. Consider highlighting a video or a graphic that highlights your offer to
- Limit number of form fields. Time is money, so the last thing your prospects want to do is waste time by filling out long and arduous forms. Streamline your forms to have only the most basic information – you can start to qualify/disqualify your prospects during your follow up.
- Pick one CTA and stick to it. Don’t muddy the waters by telling the prospect they should call you/submit a form/download a guide/sign up for your email list. Your goal for the landing page should dictate which calls to action you use.
- Think about what CTAs your prospects will respond to. Relate your calls to action to your prospect’s needs and make it irresistible. Instead of “Learn More,” say “Learn More About How to Reduce Your Staffing Costs.” Relate your CTAs back to your audience’s needs.
- Consider removing navigation options. Narrow the focus of the landing page to what is relevant to your prospect. The less opportunities your prospects have to leave the landing page and get distracted on other pages of your site, the better.
- Limit choices. If your prospects have 5, (10? 15?) actions they could take, why would they take the one action you care about? Even if you remove your main website’s navigation, don’t overcomplicate your landing page by having five tabs on the page, each with multiple bullets and links pointing to other places on your main website. The more choices a prospect has on a page, the higher chance they will get distracted and leave without completing your desired call to action.
- Build trust. Don’t be afraid of incorporating testimonials or a star-ranking for your firm. If a prospect feels like you will do right by them, they will be more likely to take the next step.
- Optimize for mobile devices. Your landing page experience should be just as good on mobile or tablet devices. Usage of mobile or tablet devices continues to only grow, so chances are, a high portion of your visitors will be on a mobile device. Build a mobile-specific or a responsive landing page that will ensure your content is easily consumed on smaller device sizes.
- Entice your audience to contact you with an offer. People are often more willing to hand over their contact information if they get something out of it. Do you have a salary guide? Local employment stats compiled in a nice eBook? Use these resources to convince your audience to submit their information.
- Make decisions on data, not what your personal preferences are. One of the biggest mistakes that can be made with a landing page is not tracking how people engage with it. Install analytics tracking software and then couple these stats with the statistics from your marketing campaign source (such as AdWords or your email program). Use this complete picture of your campaign to make campaign changes.
- Experiment and test, test, TEST! There are always opportunities to improve a campaign. Start by making small changes, whether it be copy, headline text, or even button color to see how it impacts your landing-page converts. Continually test new strategies to see what will deliver the best results.
These best practices are an excellent place to start if you are launching a landing page for a marketing campaign. Looking for marketing strategies for your staffing firm? We offer specialized marketing services including content and email marketing, integrated direct marketing campaigns, online advertising and much, much more! Contact us today to learn more.