Break free from isolation.
Your web pages are tired of feeling alone, abandoned, ignored, and unwanted?
We publish engaging content marketing containing keywords optimized for converting leads.
Your service offerings need to captivate visitors at this dynamic on-ramp of their customer journey.
As a digital agency that cares about continuously improving results, we transmogrify landing pages with the growth-driven design methodology.
We will start by prioritizing our recommendations and provide SMART goals for updating your landing pages.
In addition to copy writing, design, and UI enhancements, we will work with you to make sure best practices are being used for:
- Lead Scoring
- Workflow Automation
- Measuring ROI with Google Analytics, AdWords, and Pardot
With thousands of visitors coming to these pages, a small improvement to conversion rates would measurably result in bold ROI.
Because this component of digital strategy requires Kaizen-style design, dev, and reporting, our landing page service is retainer based. This way, we measure and adjust based on outcomes from month to month. Each month we set new goals based on what priorities would have the most meaningful impact on your conversion rate.
We typically see lead conversion rates begin to be measurably improved within the first 60 days.
Landing Page FAQ’s
A. Here are 10 Free Landing Page Design Tips:
- Tailor Landing Page to Funnel / Buyer’s Journey
- Top of Funnel – Industry Insights / Regulation / General Case Studies.
- Middle of Funnel – Specific Features / Screenshots / why your solution fits
- Add Phone Number and/or Live Chat – for people seeking instant answers.
- Add Testimonials
- Consider color palette to match ads
- Use an enticing headline like “Transforming Your Experience” to match the campaign rather than “Download Our Whitepaper.”
- Add more “what’s in it for me?” content that includes more keywords.
- Use a video as a way of explaining your company / offering.
- Reposition content and place emphasis on the “why” and “how.”
- Show the people from your campaign instead of just graphics.
- See Examples of LP’s we like for more Landing Page Inspiration:
Q. B2C/B2B? What’s your specialty?
A. Livadas’ award-winning history includes digital for 22 Fortune 500 / Global 2000 brands, and dozens of high tech businesses owners in Rochester. Our landing page experience includes:
Education: Adapt Courseware / JumpCourse / Adapt Medical
High Tech B2B : Customer Mobile, iVEDiX, Innovative Solutions
Retail B2C : Denon, GuiltySoles, Wegmans, Energizer Bunny, Nestle, NCAA licensed products
Travel : Balaji Palace, Norwegian Cruiseline, Royal Caribbean
TV : Versus Network, Food Network
Q. What about Lead Nurturing and Lead Scoring?
A. The top 5 marketing automation platforms (HubSpot, Pardot, Marketo, Act-On, InfusionSoft) all recommend Lead Nurturing campaigns once you collect an email address from a visitor opting in.
If and when the time comes to transition from one CRM to another, we will be ready to help migrate your landing pages, lead scoring, campaign workflows, and thank you pages.
Q. Why should you work with us to create and optimize landing pages?
A. Landing Pages and PPC are key components of the successful Marketing Action Plans we develop.
- Display ad content works better when it matches the landing page offer’s keywords.
- The ad traffic is less likely to bounce which means higher quality Ad Scores.
- Higher Ad QS (Quality Scores) and conversion rates mean more qualified placements of ads.
- The look and feel really matters too. Landing pages that match the AdWords and Whitepaper will increase in visitor engagement which means they will be less confused, more trusting, and less likely to bounce. Videos are key.
This all adds up to higher conversion rates if the audience is connecting with the offer. The results are more captured leads and phone calls. Lastly, we will have a more informed analysis of what’s working to close the loop on AdWords bidding and keyword strategies. The AdWords budget is better spent. We offer ongoing iterations, optimization, and reporting.
Q. Do landing page lengths differ for offerings like Online Courses or Whitepapers?
A. We recommend sticking with about a half a page. That’s more than enough room for a brief headline, 1 Image/Video, 1 Paragraph, 3-5 bulleted bene’s, credibility establishing elements, a call to action, and a minimal footer with social sharing options. If your LP is really long, you’re assuming that someone is reading all about your offer all at once before making a decision to download more information. This isn’t usually the case from our experience. A short LP is crucial if you’re expecting visitors to convert while they’re reading on their phones.
Q. What’s an average predictable bounce rate? Can we accurately predict and formulate ROI?
A. Bounce rates differ widely. A good technical marketer in Rochester can establish benchmarks and inform your decision-making, but won’t have the ability to see into the future. A good technical marketer in Rochester can inform your decision-making, but we won’t have the ability to see the future. You’ll want a seasoned digital native looking at your history and competition with a magnifying glass and deerstalker hat. Even with well-formulated plans and projections, bounce rates can change quickly if you hit a home run or change direction with your content. When you create high-impact, attractive content your visitors have never seen before, their improved reactions and engagements should be reflected in the numbers.
Q. Should I use a custom vanity URLs like (GetYourDomainWhitepaper.com) or custom sub-domains for landing pages like (get-whitepaper-name.yourdomain.com)?
A. Yes, the benefits are that your URL will be a more branded, memorable, and actionable. Your content and traffic may become more measurable if you have tools configured for segmenting these domains. You may also reap SEO benefits if your domain contains keywords people are searching. We’ve never bothered to do A|B or ROI comparison testing with custom domain names vs non-custom because we’ve had successes using them for over 10 years for The Food Network, NCL, The Vs Network, Wegmans, and The Jim Beam Brands to name a few.
Q. Are landing pages dated? Don’t people just want to get to their content they want ASAP?
A. There is a conscious or subconscious question we ask ourselves each time we generate content for the web: Does it need to be locked behind a gate? As audiences become more sophisticated, you may hear feedback that your content is too gated. Whether this feedback is from a vocal minority or not, it’s a sign that your landing page offer is not conveying as much value as you expected. It varies widely on your market, but no matter who your customers are, you can experiment on their threshold and tolerance for gated content. We measure this with bounce rates and conversion rates. Work with an Inbound Expert in Rochester to help you set meaningful goals and balance what you want vs. customer delight. There are ways you can strike a balance and harmonize attractive offers with delighted customers. Best case scenario: everyone wins.
Q. How can you formulate a scoring system to segment? What if you don’t know ways to identify a Marketing Qualified Lead? How will you know what lead scores to assign to who?
A. Lead Scoring is a powerful way to create and assign your own “brownie point” system in your business’ CRM. Your lead who are most likely to buy are noted by their high lead score. To flip the script, ask Sales this question… “What makes for a bad lead?” Sales will love a chance to vent about the characteristics of bad MQLs. This is a perfect chance to break the ice between Sales and Marketing. This allows you to pick their brain without coming across like you need them to do your job for you. Then, you can use that intel to assign negative lead brownie points. Also, we’ve found that when you start asking about what makes for a crappy lead, you usually end up talking about the contrary.
Here are 4 ways we’ve handled lead scoring for B2B “Get a Quote” landing pages to begin lead segmenting/scoring:
- 1. Too many international visitors you don’t need?
Assign negative scoring for traffic from outside the US using geolocation or contact country info.
2. Too many college kids and casuals clogging the sales funnel?
Deduct points if they use an .edu email address, and weed out the casuals/spies who use their old .yahoo or .aol to access your gated content.
3. Were they on your site at 3:40am when they requested a demo?
Maybe you can assume they’re not likely to buy because they’re in another part of the world? Or maybe they’re restless over the buying decision?
Check to see what time of day your target buyers usually spend time on the site and when they requested a quote.
4. Did they spend a lot of time on the careers section of your website?
They could be doing competitive analysis or looking for a job. You usually don’t want Sales talking to people who are job hunting, so it’s probably safe to deduct points for types of pages they looked at.
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