Step-by-Step Framework for High-Conversion Home Pages

Landing Pages vs. Home Pages

Landing Pages

Landing pages bring people who don’t already know about your organization out of hiding. They educate, introduce your product or service, qualify leads, and use a call-to-action to invoke further action in response to your offer. 

In that sense, good home pages are designed just like landing pages.

However pure landing pages do not include site navigation or other elements that might take a user away from the conversion path. Since they are specific and make the case to take a certain action, landing pages are perfect advertising endpoints.

Home Pages

Home pages are extended landing pages. Like landing pages, they also educate, introduce your product or service, qualify leads, and use a call-to-action to invoke further action in response to your offer.  However, home pages include full navigation, and other site-wide elements such as footers and sidebars.

Home pages may not make a deep case for your offer, but they should present a summary, and often act as a way-finding or launch point for visitors with varying interests. Visitors not familiar with your business can learn more clicking through to your posts or landing pages.

How to Launch Landing and Home Pages Quickly

  • Use the checklist below as a rough framework.  Instead of starting with the dreaded “blank canvas”, use the framework to understand what page elements to include, where they fit, and what they should do.  The guide is meant as a starting point; there’s no single “right” answer. You just have to create and test to find out what works for YOU.
  • Use the right tools to quickly build pages, capture leads, and track conversions.  LeadPages, Unbounce, and InstaPage are all valid solutions, but they are relatively expensive and showing their age. We’ve switched over to Elementor Pro to build landing pages, including lead forms, and popups.  It’s the same excellent tool we use to build entire sites. Low cost and effective.

Step-by-Step Guide

Use this guide to create an effective home or landing page that can be deployed quickly, has a structured but flexible flow, and hits both rational and emotional points that help sell your offer.

Top Bar

This part of the page appears above the content and navigation, it might be called a top bar, and might be the same on every page.

  • Logo
  • Click-to-call button
  • Email button
  • Book appointment button

Start with the END RESULT in mind. What action do you want the visitor to take?

  • Figure out what you’re trying to accomplish with the page. A clear goal saves time and frustration.
  • Refine the exact language and action. The action might be buy a product, make an appointment, opt-in to a list, download a guide, etc.
  • Write the call-to-action button text. Make the button text compelling. “Submit” is weak! The button can launch a popup form if you like. 
  • If there’s a secondary pre-sale CTA, like “download our white paper”, the value of that lead magnet must be strong.
  • Decide what information the form should collect. It should be simple and clean, briefly re-state the CTA, and give an indication of what happens next. 

Continue at the BEGINNING, with a killer headline, benefits, and call-to-action button.

In the actual layout, this section will appear at the top of the page, as well as at the bottom of the page (perhaps using a different design).

  • Big killer headline. This is the value proposition, the central promise. Concisely explain the product or service and its value in a few words. 
  • A persuasive sub-headline might be needed to expand on benefits. The headline, subheading, and call-to-action button work together
  • What are the most vital things visitors need to know immediately? What are the major benefits?

Image or video

  • Big relevant Image to that shows the product or supports the service.
  • Explainer video also works well in place of the image.
  • Could be combined with the headline side-by-side, or as a full-width hero image behind the headline.
  • Sliders generally suck for conversion — avoid.

Call-to-Action Button

  • Create a big, contrasting button for the user to take the next step in your conversion process.

Explain how this offer solves a problem and leads to a beneficial outcome

  • Teaser of the content visitors can get
  • If you’re the kind of person . . . (qualify the audience)
  • Problem that will be solved
  • Outcome that will be achieved

What’s different about this offer? Pain, pleasure, and objection points

  • What’s different about this offer? Expand on the value proposition.
  • Bring on the pain! Highlight the problem or frustration visitors feel
  • Bring on the pleasure! What positive emotional feelings does this offer provide? For example: freedom, relief, joy, respect, trendiness, security, vibrancy, calmness, fulfillment, acceptance, appreciation, recognition, honor, compensation, admiration, etc.
  • Anticipate and counter fears and objections

Testimonials and case studies

  • Use full names and photos of testimonial authors to enhance credibility
  • Or, video testimonials
  • Can be sourced from existing reviews
  • Bring out the real evidence of success

Social proof and trust elements

  • Mention any media coverage, brand-name users, number of users, credentials, associations, etc.
  • Use logos of recognized brands, associations, organizations, etc
  • Security seals and credit card logos

Risk reversal or guarantee

  • Simplest form of risk reversal is the money-back guarantee.
  • Make it stronger by guaranteeing a certain level of service, a certain outcome etc.
  • Consider lengthening the guarantee. Long duration guarantees typically result in fewer claims and more buyer confidence

Deliverable summary, what does the buyer get?

  • If applicable, list exactly what the buyer receives, using whatever media is appropriate.

Repeat Call-to-Action

  • Re-state the CTA used at the top of the page. This section is another opportunity for the user to get involved, after they read the core points.

Content Feed

  • Blog posts or social feed . . . some content the user can follow if they are not ready to take action.

Footer

These elements should appear at the very bottom of the page, below the content.

  • Contact details
  • Social icons
  • Navigation
  • Credit card logos

References

http://blog.crazyegg.com/2014/10/07/landing-page-essentials/
https://thrivethemes.com/why-sliders-suck/
https://drive.google.com/file/d/0B1SSl7G8fjm8QlBSU3ZmcDRQWnc/view?usp=sharing
https://thrivethemes.com/leads/
https://www.quicksprout.com/2013/10/17/the-anatomy-of-a-high-converting-landing-page/
http://marketingland.com/your-homepage-is-the-landing-page-65502
https://ducttapemarketing.com/homepage-elements/

Mobile Lead Capture: Acquire Offline Leads in Seconds

Leads are Everywhere. Can you Capture Them?

When we talk about “capturing leads” we’re using marketing jargon. I don’t think of myself as a “lead” and I certainly don’t want to be “captured”.  I assume you don’t either, but in the world of marketing, we’re temporarily stuck with these abstract terms until we know the individual. At that point, we switch to connecting with a real person to present a legitimate opportunity that benefits everyone.

So, let’s consider all the places where you could encounter potential leads — real people that can benefit from your service. Where can you find individuals or groups who are aligned with your service and might be open to working together?

  • Chance encounters
  • Conferences
  • Events
  • Meetings
  • Office visits
  • Presentations
  • Traveling
  • Networking groups

And consider where potential leads might see your visual marketing materials:

  • Ads
  • Apparel
  • Business cards
  • Handouts
  • Print media
  • Promotional items
  • Signage
  • Street projection
  • TV spots
  • Vehicles

That’s a lot of opportunities to tell your story.

How do you Start Marketing Conversations and Keep Them Going?

We know that traditional methods often fall short. Business cards get lost, are forgotten, or pitched-out. Beyond that, cards don’t invoke action.

How about “staying in touch” by swapping phone numbers or email address? Well, maybe, provided at least one person is motivated enough to reach out. That doesn’t happen consistently. Time goes by, the situation changes, inertia is lost. There’s no immediacy and no clear follow-up process that builds confidence and trust.

Filling out a website form? Not very personal. Generally speaking, we’re reluctant to do it. Website opt-ins are notoriously low.

Personal referrals? Can be great, but there’s no filtering — personal referrals may not fit your preferred client profile at all.

Leads Wants Answers. Right. Now.

Leads want 24/7 access to a knowledgeable person or expert, someone that can answer questions, solve issues, and guide them to the next action. The immediacy of a phone call is hard to beat.

But what happens when that expert is not around? Let’s say you’re that expert. You might have your phone number displayed all over town, but there’s no way you can take calls around the clock and still have a life.

Most service businesses are only open for live calls 40 hours out of 168 total hours in a week — 24% of the time! The other 76% of the time leads must rely on other communication channels, and that’s where the train leaves the track.

Most websites do a poor job of bringing leads into a marketing funnel. Typically, 95%+ of visitors poke around a bit, then leave without taking any action.

The time delay of voicemail and email responses kills momentum. How many times have you left a voice message, or sent an email message, only to get a lame response hours or days later. Too late!

Live chat has merit, but requires a knowledgeable person working the chat dashboard in real time. Still not ideal.

This is where mobile lead capture comes in. It involves a simple action (text a keyword), followed by an immediate response.

The response can include text, images, audio, or video — whatever it takes to introduce your service to your lead. It’s the next best thing to being there. Think about it, even if a lead is driving around in their vehicle in the middle of night, they can hear your introduction / explainer podcast within seconds.  That’s very powerful. And just the beginning. Since leads have opted-in, your branded educational material keeps on comin’.

Mobile lead capture enhances other communication channels too.

Instead of the ubiquitous voice mail prompt:

“We’re not available, please leave your message at the tone.”

How about . . .

“Please text WILDFIRE to 444999 for immediate, detailed information on how to maximize your property damage settlement”.

Instead of a one-way request, we’ve already started a conversation, without touching a website.

When a potential customer sends that text message they are making a “micro-commitment”. Something that’s easy, fast, and less intimidating than calling a business they don’t know.

Mobile lead capture qualifies and pre-sells your leads without eating up your time. How? By sending an educational autoresponder series — pre-written email or text messages that explain the context, features, and benefits of your offer.

So when that first phone call happens, both you and your lead are better informed. Your lead has already figured out if they are a match for your offer, and you have actionable personal information on your lead.

How Mobile Lead Capture Works

Mobile lead capture combines offline flexibility with online automation.  It’s voluntary, immediate, and consistently delivers your message.

Here’s how it works:

  • Display your special keyword and shortcode anywhere offline. For example: “Text WILDFIRE to 444999”
  • When your lead enters your keyword and shortcode in their text app, they are prompted to enter their email address.
  • Your email automation app jumps into action: qualifying, educating, making offers, etc.

 

You don’t need a billboard to make Mobile Lead Capture work. Any means to display the keyword and shortcode will do.

Mobile lead capture immediately triggers automated marketing that works for you 24/7, building your brand, offering solutions, and defining your company as the best choice.

There’s no delay and the follow-up is always consistent and timely. It’s also scalable — there’s no limit to the number of people that can get an introduction to your offer.

And how about this — depending on how active your lead is online, the mobile lead capture system may provide many additional details:

  • Full name
  • City
  • State
  • Zip code
  • Gender
  • Employer
  • Job title
  • Twitter bio
  • Facebook profile
  • Photo

Suddenly, you know quite a bit about your lead! 

How is that possible? By tapping into your lead’s public social media profiles via their email address. It’s all automatic and happens within seconds.  When I entered just my email address in the mobile lead capture system, here’s what came back. I don’t even use social media very much (personally), yet you get a pretty good idea what I’m all about:

 

This data is simultaneously uploaded to the drip email system. So I can start sending personalized messages right away, like this:

Hi Michael,

Thanks for reaching out today.

Did you know that many property owners receive less than the full insurance settlement they are entitled to? If you’re frustrated with the outcome of your claim, you’re not alone.

Thankfully, there’s a way to level the playing field, to get real help from a professional that works for YOU, not some big insurance company.

I’ll explain how a licensed “public adjuster” can maximize your property damage insurance claim settlement.

Remember, you are entitled to a full payout of any legitimate claim, up to the limits of your policy.

There’s no charge to independently review of your insurance policy and assess your property damage.

Please watch this short video, it could make a big difference in your claim settlement results:

[button] Yes, I’d like to know more about maximizing my claim. [/button]

If you have any questions, please call me directly at 555-555-5555.

Best regards,

Michael Charvet

 

The personalized email message can point to any resource on the web: a blog post,  a conversational bot, an explainer video, etc.

Naturally, this method also captures your lead’s mobile phone number so you can CALL the lead, you know . . . like a human. It’s a beautiful thing.

So there you go . . .  a powerful way to collect offline leads and drop them into your marketing workflow.

Text vs. Email

You might be wondering . . . why move leads to an email list, instead of using text messaging exclusively?

Text messaging has advantages, primarily fast opens and high click-through rates. It’s perfect for short alerts, time-limited offers, and events.

But not all situations fit the text messaging model. For example, I don’t want a text message just to tell me about a new blog post. Email is a better fit for that. And if it’s something I might want to find or consume later, I definitely want email so I can easily search for it.

Email automation apps employ sophisticated user behavior triggers to send highly relevant and personalized messages to the recipient.

Finally, sending email is dirt cheap compared to sending text.

Solution: use a mix of email and text messages. Benefit from the strengths of each medium. In this mobile lead capture scenario, you’ll probably end up with text for the initial communication, followed by email for the bulk of the messages, and perhaps punctuated with personal phone calls or (automated) text.

 

Takeaway

  • Traditional lead capture methods are inconsistent and may not induce action
  • A better way: bring leads into your automated email workflow via text messaging
  • The system nurtures your lead 24/7: qualifying, educating, making offers
  • Use a mix of email and text messages. Benefit from the strengths of each
  • You don’t know what you don’t know. The only way to find out what lead capture methods convert best is to test and refine them.