PhotoBiz Magazine // Spring 2017

landing pages
BETTER LANDING PAGES
To Hook More Customers
Written by HOLLY H.
Let’s talk about Landing Pages. What are they? How do I
make one? How can they help my sales, promotions and
lead generation?
Well, let’s think through it: When you send an email or
promote your offerings on social media, what happens
after the first click?
Obviously, they head to your website to buy,
submit their info, or register for a session. But consider
user experience. How closely does the page they land
on match the information they expect to see? Is the
transition jarring? Does the page naturally flow from offer
to completion?
You can help improve visitor confidence and secure more
successful conversions by tailoring the landing page they see
to the information they expect. Custom landing pages are
vital for successful promotions, sales and event registrations.
Good landing pages let visitors immediately know they’re
in the right place and lead them to the next step.
The more focused your offer, the better. Instead of dumping
visitors on your homepage or online store, you can lead
them to a single offer, lay out its benefits, and close with a
strong call to action.
One way to easily raise your conversion rates is to make it
so your customer has to click as little as possible.
Every time we force a client to click, you typically see a 30-
50% drop off for each click. The answer? Streamline your
messaging so users can complete their request quickly
and easily. It can be the difference between a campaign
that succeeds and one that gets lost in the shuffle.
So how can you use landing pages to collect leads,
close sales, and register for sessions? Let’s take a look at
some examples of how to make all kinds of easy, focused
landing pages.
Landing Pages For Sales
Selling something special? Several somethings? I am! It’s
50% off for a limited time. But how do I get the word out?
I could put a banner on my website... but only folks who
already visit my site and read it will know. I want to bring
new customers to my site. And I’d like to make the page
look really special so visitors will know this is a big deal.
Let’s start by building a quick landing page for my sale. In
the Marketing tool, I can select a template to customize.
Then, all I have to do is drop in my images, words and
branding elements.
Once I have a page I like, I can easily share it to Facebook.
Even better, I can send the page straight to the people
most likely to buy – my current clients and interested leads.
I can track who clicks and completes the sale using
built-in analytics. The landing page will also be indexed
by Google, so even more customers can find it through
organic search.
Landing Pages For Lead Generation
Having a steady stream of new leads coming in is the best way to keep your
sales engine fully gassed.
There are many ways to snag new leads. You can run a contest and promote
it on social media. You can offer your visitors a treat for signing up for your
newsletter. You can get current customers to refer a friend.
The goal is to get email addresses of NEW customers so you can contact
them later. Make a cool page and include a form, so new subscribers will
automatically be added to your contact list. And if you #tag that form, you can
send a follow-up email later.
Landing Pages For Registration
Mini-Sessions are a great way to score some serious business during the
holidays when your adoring public is most ready to spend coin.
Many people don’t know they can book mini-sessions with a professional
photographer, and instead turn to big-box mall photographers to get their
few snaps.
Let’s make the pitch with a shareable registration landing page that
breaks down your offerings and shows off your work. Include some
choice photos and a link to your registration page or form. Share on
social or via email to let your biggest fans know they can get a slice of your time
for cheap.
How are you using landing pages? Can you think of a clever way to sell, get
sessions or more leads? You can build as many free landing pages as you want
in your PhotoBiz Marketing panel. So go nuts!
10 PHOTOBIZ MAGAZINE