Nine steps to help you create a powerful landing page that generates endless leads and appointments
If you’ve begun running online ads or targeted email campaigns, it’s time to visit your landing page strategy. Regardless of your campaign goals, success and high conversion will depend on the clarity and persuasiveness of your landing page.
What is a high-converting landing page?
Landing pages are often confused with or mistaken for homepages. While the homepage of your website is where someone might “land” if they find your site through search or via another channel, a landing page should generally be much more specific. A homepage should help new web visitors find other pages on your site, but a landing page should have a single goal and operate in a highly targeted manner.
A high-converting landing page is when this page is able to drive a number of clicks to the CTA resulting in leads. Building a clear and concise landing page can significantly increase the number of leads you receive. The goal is to optimize the landing page by enhancing and improving each element for optimal conversions.
Anytime you run an ad or an email campaign the attached link should direct the user to a streamlined landing page that makes that intended action extremely easy to complete. Luxury real estate ads should almost always direct users to an optimized landing page. According to HubSpot, increasing the number of landing pages your business has from just 10 to 15 likely results in a 55% increase of leads in the funnel. The more landing pages you have, the more opportunities you have to generate leads.
Creating a high-converting landing page
The more landing pages and ads you test, the more you’ll grow to understand your audience. As you start out, follow these nine steps to begin creating each page. With more practice and opportunities to test each element, you’ll find yourself with more creative tactics and messaging ideas to hone in on conversion success.
Determine your target audience
Begin with the end goal in mind. As noted above, landing pages aren’t meant for a general audience but rather to serve as a destination for users clicking on your ads. In order to determine what content, visuals, and CTAs belong on your landing page, first consider what’s included in your ad or email campaign. If someone clicks on your ad to land on this page, what are they looking for? What questions do they have? Understanding your target audience will allow you to create a landing page that caters to their needs and questions, making them much more likely to enter their contact information or schedule a meeting with you.
For example, if you’ve decided to send out an email campaign to spread awareness of a new listing, your landing page should contain more information about that specific listing — not an offer for a free buyer consultation. Likewise, the call to action might be to schedule a showing, rather than to book an introductory call with you. A one-size-fits-all approach to landing pages is very unlikely to garner the conversions your business needs. As a luxury real estate professional, you offer various valuable services and resources. Be sure you’re focusing on those that fit with your campaign’s current target audience.
Write a strong headline
The first thing a visitor should see when they arrive on your landing page from an ad or email is a strong and concise headline. This headline should sum up what you’re offering or what question you’re going to help visitors answer.
For example, if you’re looking to beef up your email list with more potential listing clients, you might run a social media ad campaign promoting a free property value estimate. In this case, your headline might include copy such as, “How much can you make from the sale of your home?” Keep your landing page headlines short and easy to digest — this isn’t a great place to risk confusion over a clever pun if it’s not clear enough. Aim for around ten words or two lines of large text, and keep in mind that this may be the only copy your users take the time to read completely. Make it count!
Make a compelling offer
Ideally, this step will flow quite easily from the planning you’ve already done for your ad or campaign. The two main questions to consider are, what are you trying to get (i.e. email addresses, introductory phone calls, appointments for buyer consultations, or showings), and what are you offering in return (i.e. neighborhood guides, homebuyer tips, market updates, etc.).
Your offer shouldn’t be something that burdens your workload too heavily, but it should be something useful to your specific target audience. If your ad is about earning money on a real estate sale, don’t offer resources on how to make a great offer on a home. Be sure you’ve drilled down on the questions your audience will be wondering, and then create an offer that answers those questions. For example, if your email campaign is about your new listing, showcase what’s so great about it on your landing page!
Your landing page is about convincing people that what you’re offering is worth giving you what you’re asking for. But it doesn’t need to be extravagant. A free neighborhood guide in exchange for an email address can be just a few pages long with professional photos and a quick blurb about what you know about each area. No need to bog your workload down with overly complex offer ideas!
Get to the point
Don’t bury the main point of your landing page in endless paragraphs of copy. Keep the content short and meaningful as you draw visitors in with a bit more information about the value of your offer.
Keep it simple
High-converting landing pages are easy to understand and crystal clear. It’s extremely hard to sell to someone you’ve already confused.
All landing pages should include a clear call to action and an accompanying form. This is where visitors will input their address and email for a property value estimate, fill out a Calendly form for a buyer consultation, or enter their email address in exchange for a helpful PDF.
The fields in these forms should be as few and as simple as possible. Most of the time, first name and email address will suffice. Including just a few text fields can be the difference between a high-performing landing page and an unsuccessful page that users abandon after seeing that it requires too much time or effort.
Lean on social proof
While at first glance it may seem like trading valuable information for contact information should be easy since there’s no monetary cost to your audience, people are understandably protective of their email and physical addresses. Just as in every luxury real estate marketing endeavor, trust is a key ingredient to a successful landing page.
Establish trust with your landing page visitors by stacking testimonials and social proof near your call to action and lead capture forms. Just as throughout the rest of your page, keep a focus on economy of language: don’t choose a wordy testimonial that no one will want to read. Instead, pull a few words from a glowing review you’ve received and incorporate them into the layout of your landing page.
Your landing page is also a good place to include any certifications, awards, or badges you’ve earned. Quick visuals that help you gain credibility with people who might have stumbled upon your ad will go a long way in helping your landing page convert.
Match your branding
Ensure that the design and colors that are most prominent on your landing page match the branding on the rest of your site and social media platforms. Continuity and cohesion help build trust and will keep your brand awareness efforts aligned in the future.
Use images and video
On landing pages, efficiency is key. Quick headlines are powerful, but in many cases, a compelling image or even an auto-playing video can be even more effective. Use professional photos and graphics to show your visitors how much value you have to offer and to further persuade them to convert. Stay away from images that are busy or confusing or that take away from your overall brand style or message.
Optimize for mobile users
In 2021, mobile use constituted almost 55% of all web traffic. When over half of your visitors are likely landing on your page from their smartphones — especially if it’s a landing page from a social media ad — ensuring that your landing page is optimized for mobile users is crucial. Developing high-end real estate websites that are ready to support both smartphone users and desktop browsers alike can feel overwhelming at first, but the up-front investment is more than worth it in the long run.
Just like every other wheel in your real estate marketing machine, landing pages require many different nuanced strategies and elements that ideally come together to push new clients and listings into your pipeline. Don’t be afraid to test new messaging and styles as you hone in on your target audience and branch out to new goals. Landing pages are powerful, but they shouldn’t be complicated! Reach out to the experts at Luxury Presence to get you started today.