07 Mar Digital Marketing for Financial Advisors (Step 2: Creating a Landing Page)
A landing page is not to be confused with a multi-paged business or team website. Commonly referred to as a lead-generation page, a landing page is created specifically to achieve the goal as set out for the marketing campaign.
This page is meant to be concise and detailed, one that aptly provides reason for prospective leads to take action, connect or engage with you.
Your landing page might fall short of its lead-generation expectations if it fails to cleverly emphasise the value of the business proposition that it is meant to promote.
Multiple elements go into creating a highly-converting landing page that rightly highlights the marketing goal anchoring it. Here are the crucial pointers that can make or break a financial business’ landing page.
Simplicity is Key
The clarity of your page’s value is a first key factor that you need to keep in mind when crafting your landing page. Clarity in this case is applicable in two different aspects – clearness of content, and also in how your page is structured.
The value of your business needs to be clearly communicated to a reader who has chanced upon your page, it is imperative that no ambiguity surrounds the business objectives presented on it.
How can such ambiguity be eliminated? In order for a reader to clearly understand the content on your page and subsequently be convinced of the offer that it is making, they should be able to easily determine what your offer is, and where the value of your business offer lies.
Both the details on what your offer entails and how it can benefit a lead should be presented. The portion on benefits is especially important, a reader on your page wishes to be convinced and persuaded of your offer’s value. If this information is not apparent to them, then they will have little incentive to continue scrolling down on your page.
Apart from presenting only content that is value-added and clear, the manner in which such information is presented has a large impact on how easily it can be read and thus understood.
Your landing page should be pleasing to browse through, balancing between an elegant design and clear structure. Switching from paragraphs of words to simple bullet-points and including only information that is necessary will help you to trim down on the excess content that could interfere in a reader who is trying to determine the core purpose of your page.
Lead-Centrism
While a landing page is focused specifically on selling a certain proposition, a page that addresses the concerns of a reader can help in making a more convincing case for the offer that is presented on the page.
When coming up with the content to be showcased on your page, it might be useful to think in the perspective of a potential lead, and in terms of the doubts that one could have when they chance upon your page.
Including a Frequently Asked Questions section is one way of acknowledging that you have anticipated the concerns that a lead might have. Thinking in the shoes of a reader can also help you to identify the common queries that a potential lead could have, you can then in turn ask important questions on your page that could work to make a reader realise why your offer might be the best for them.
Compelling Call-to-Action
A landing page should seamlessly transition into a call-to-action, this can even be reiterated twice throughout the span of the page to give more attention to it.
A call-to-action alerts the readers on your page of the steps that they can take should they be interested in connecting with you. Separating this section as a distinct segment on your page will help to persuade readers to take action.
An effective method of compelling a reader to contact you, rather than adding a mere inconspicuous contact number at the bottom of your page, would be to craft a simple contact form.
A contact form should request for only the most necessary information, one that can be filled up within seconds. Forms asking for excessive information or that are too long will likely drive away action.
Engaging Visuals
Adding images onto your landing page not only makes the page look more presentable and appealing, but pictures can also help readers understand the intentions of your page clearer.
If you are promoting a maternity insurance plan, for instance, a photograph that shows a mother holding her baby will give the readers an idea of the plan right away. Such photos can also incite emotion, which could further compel a lead to reach out to you.
Apart from well-taken photos, enhancing the visual appeal of a landing page can also be achieved with the use of infographics or attention-grabbing banners. Inclusion of such elements into your page can help to break up large chunks of text, and should be used in a way that help readers understand the purpose of the page clearer.
Let’s take the same example of the maternity plan. Suppose that you want to express that the coverage of this plan extends over different phases – from pregnancy to childbirth and also for life. Rather than explaining these details via text, a visual timeline coupled with clipart images will make it easier for an interested lead to quickly understand the details of the plan.
Educate, Not Sell
Especially with regards to financial services, people often possess a considerable amount of uncertainty when they are looking to purchase plans or join a team. You should capitalise on this by including essential information on your page that serves to educate rather than merely sell your offer.
Let’s take the example of a team hoping to market a mortgage plan. A first-time home buyer who has only recently started looking into such plans will not only be interested in the beneficial terms that your plan can offer, but will also want to be convinced of the crucial reasons behind even needing a mortgage plan in the first place.
In order to convince a potential prospect the underlying reasons why they would even require your product, certain components can help in conveying this educational information to a reader on your page.
One such element can be presenting testimonials of your existing clients; those who have tried other plans, which were less beneficial, and have then made a switch to your plan.
You can also include case studies, for example, the process of a couple purchasing a house for the first time compared to a family making the third house move. This serves as a tactic to provide a prospect a deeper understanding of your plan rather than a superficial one that can be gleaned from reading the details and value of your offer that you have strategically advertised about.
Conclusion
Comprehensive planning should be channeled into the crafting of a landing page. Slipping up on including the right content or employing a suitable design simply means that the page will not be able to reach its full potential in effectively attracting the right prospects for you.
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