landing page to drive actions

On Making Your Marketing Productive

After my post about the seven most effective digital marketing channels for professionals, a subscriber to my email list wrote in:

“40 landing pages? That seems a like overkill to me. Why would I do that? Sorry, but I don't see the need.”

Understandable. I think 40 may seem like a lot, and I recommend not to start with such a high number. But I've seen businesses with hundreds of them — like car dealerships, for example. (Imagine having a landing page for every make, model, promotion, and region.)

Whether you have one or 100, make sure each landing page offers something that's valuable to the user. You also want to make a page as productive as possible too, particularly if you're paying for traffic.

Sending traffic to a blackhole, especially if it's paid traffic, seems wasteful to me.

The goal of any landing page should be to drive actions, even if it's simply to engage the user and invite them to dive deeper into your website.

Offer something of value and have a call to action of some kind.

If you want users to come forward, use forms.

However, if you ask for too much information, they are less likely to respond. Instead, just ask a few details that will give you enough to follow up with them later. The fewer details you ask, the higher the likelihood they'll respond. 

But when it comes to certain professional services, users are often reluctant to give up personal information, including their contact information. Asking for something as simple as a phone number might push them away. 

A better approach is to offer a seemingly commitment-less option that starts the process, reduces trepidation, and fosters trust over time.

It's a powerful method called the breadcrumb technique.

This method has been used quite successfully by many professionals.

It's a landing page with a multistep form that asks for smaller commitments, often called “micro-conversions.” This process is less intimidating and guides the user with a series of questions until they ultimately take action.

Before I give you an example, keep in mind that the key is to entice your visitors with something that will encourage them to take action. A landing page that's filled with text may be too confusing. Supplement your text with visual aids whenever possible.

With cosmetic surgeons, for example, offer patient stories, educational videos, before-and-after photos, and infographics.

The more senses you engage, the greater the response will be.

Now, here are some suggestions. Use landing pages for:

  • Scheduling an initial consultation or requesting an estimate.
  • Initiating a discovery process, such as an audit, analysis, assessment, etc.
  • Subscribing to your notification list or email newsletter.
  • Making special offers for other products or ancillary services — for example, a hair transplant doctor I know sells hypoallergenic, pharmaceutical-grade shampoos.
  • Promoting key content on your website that attracts qualified individuals, such as a page that discusses specific surgical procedures, or articles about certain legal challenges and the possible recourse.
  • Accessing situation-specific case-studies — many professionals are prohibited from using testimonials in their marketing, so case studies are ideal, provided there's no identifying information (unless the client explicitly gave permission).
  • Inviting users to follow you or your practice on social media networks.
  • Running various surveys, quizzes, polls, and contests.
  • Broadcasting a live event, such as a webinar, question-and-answer session, or how-to video tutorial on a specific or timely issue (such as accountants and tax experts delivering CERB/PPP information sessions).
  • Conducting interviews with peers, staff, related experts, or clients who are willing to share their experiences and success stories.
  • Registering to attend an open house, such as a tour of your facilities, a charity fundraiser, a lunch-and-learn event, etc (with COVID, these might be mostly virtual, but they do work).
  • Attending a supplier-sponsored demonstration session, such as demos on new products, procedures, or equipment.

The possibilities are virtually endless.

And the industry doesn't matter, either.

I've seen accountants offering tax preparation seminars, corporate lawyers offering IP risk assessments, data engineers offering security audits, management consultants offering compliance surveys, and so on.

Landing pages are quite effective because they target, qualify, and compel users to come forward and express interest either in a particular service, based on a specific need, or by meeting certain criteria.

For example, the professional I mentioned earlier with the 40 landing pages is a dermatologist. Each page highlights a particular medical condition or targets a certain audience. Or both.

She offers laser skin resurfacing, which is appealing to ladies in their 40s who want to reduce unsightly wrinkles, as well as lip injections, which seem to be more popular among younger women in their 20s.

Using the breadcrumb technique, the first form asks simple questions, like:

  • “What is your age?”
  • “What bothers you the most (about your appearance)?”
  • And, “What other treatments have you tried?”

Each answer triggers a subsequent page asking additional questions, which ultimately end with a description of the various options available, an idea of the possible costs, and a form to schedule an initial consultation with the doctor.

Considering that she offers several types of services to a varied audience, and treats hundreds of different conditions, it makes perfect sense for her to have multiple landing pages.

But you don't need 40 landing pages right away. Start with one, see what the results are, and grow from there. At a minimum, get people to join your email list. If I were you, this would be my first priority.

In the end, it's not about how many channels you use.

It's about how productive they are.

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