Let’s speak about a phenomenon known as “pitch-slapping.”
You analysis a product by way of Google and click on on a related touchdown web page. Earlier than you’ll be able to even be taught extra in regards to the product, you get slammed with content material attempting to pitch you. You hardly even know what they need you to purchase, not to mention why you should purchase it.
Effectively, that settles it. You click on the “again” button.
If you wish to create touchdown pages that encourage your new guests to click on your name to motion button, don’t be a pitch-slapper. Optimize your touchdown web page for the highest of the conversion funnel, the place your prospects are attending to know your model.
This weblog put up will clarify what the highest of the funnel is and how one can construct a touchdown web page for this part of the advertising and marketing course of.
TOFU: It’s Not Only a Protein
The highest of the funnel (TOFU) is the primary stage of the conversion funnel—the steps {that a} buyer takes on their journey from search to sale. In 2021, greater than a 3rd of entrepreneurs instructed HubSpot that their high advertising and marketing precedence was producing leads. TOFU is the place that magic begins to occur.
Your TOFU prospects aren’t prepared to purchase your product but. As a substitute, they need to be taught extra about your area of interest as an entire. They’ve questions, and also you’re within the place to reply them.
When you get on a buyer’s radar through the TOFU stage, you will get extra product-focused in the course of the funnel (MOFU) and backside of the funnel (BOFU). You determine authority within the TOFU stage so you’ll be able to develop belief in MOFU and snag a conversion in BOFU.
Learn how to Tailor Your Touchdown Web page to TOFU Clients
A TOFU touchdown web page ought to make a superb first impression in your prospects. Right here’s how one can craft a TOFU-friendly touchdown web page:
Give your headline some TLC
Good headlines aren’t only for articles and weblog posts. Your touchdown web page’s high header offers the primary impression quick. In spite of everything, based on visible hierarchy guidelines, it’s most likely the primary line of textual content your guests will see.
Constructing a superb headline from scratch may appear daunting, however you don’t have to begin from zero. Strive utilizing a tried and tested headline formula to provide it some construction.
Some examples of headline formulation embody:
- Name to motion headlines that present what your product empowers prospects to do.
- How-to headlines that set you as much as clarify one thing to your guests.
- Playful headlines that use wordplay or cheeky phrases to pique curiosity.
Editor’s observe: Having bother choosing the proper headline components to your web page? Smart Builder makes use of AI to recommend the best headlines and replica to your viewers.
This ActiveCampaign landing page makes use of a name to motion headline to indicate that its software program goes past e-mail automation:
The headline explains that you could be hear of ActiveCampaign as an e-mail automation platform, but it surely truly automates many facets of the shopper expertise. It makes a wonderful introduction for guests who don’t know a lot in regards to the platform.
Avoid jargon
Jargon is language that solely is smart in a particular skilled area of interest. In most landing page copy, it is best to keep away from it as a lot as attainable, however this rule particularly applies to TOFU touchdown pages.
TOFU prospects have a better likelihood of getting a surface-level understanding of your subject than guests in different steps of the funnel. So, jargon will turn out to be much more of a turn-off for these people simply beginning to perceive your product.
Plus, jargon can distract out of your model’s value proposition—the message expressing your important worth to your prospects. You wanna make your worth prop as clear as attainable to TOFU guests to nail that first impression.
Take a look at how Bench presents its bookkeeping platform and providers:
Bookkeeping includes a ton of difficult phrases and processes. This touchdown web page focuses on what Bench can do to simplify bookkeeping as an alternative of digging into these sophisticated components. In case you’re attempting to determine the way to clarify your product with out jargon, strive framing it primarily based on what it could possibly do to your buyer as an alternative of what it’s.
Add related key phrases
It’s best to all the time incorporate relevant keywords into your touchdown web page content material, however this follow has essentially the most important impression on TOFU pages in comparison with MOFU and BOFU pages. TOFU prospects have the bottom likelihood of utilizing branded search terms to search out your touchdown web page. So, you’ll want to focus on related phrases that usher in guests searching for info.
While you goal key phrases in your broader area of interest, you’ll additionally get the prospect to educate new prospects in your business and construct their belief.
Let’s say you promote fountain pens and construct a TOFU touchdown web page that features common info on fountain pens. Guests who seek for “varieties of fountain pens” may come throughout your web page and respect that you simply went out of your option to educate them. As soon as they’re additional down the funnel, they’ll be extra prone to think about you as an possibility for his or her remaining buy.
For instance, Zola attracts in prospects studying about marriage ceremony invites with a fast FAQ on this landing page:
Individuals who come to this touchdown web page attempting to study marriage ceremony invites will come away with new information on wording their invites. As an example, somebody looking out the way to make their marriage ceremony adults-only politely may come throughout Zola’s web page and think about them sooner or later. Plus, anybody who comes again through the BOFU stage will likely be higher geared up to make use of Zola’s invites.
Showcase your success with social proof
On the TOFU stage, your customer doesn’t have a lot purpose to belief you but, so that you’ve gotta present that proof. Social proof, or proof that different prospects like your product, matches the invoice completely. It exhibits your guests that folks like them select your product, so that they don’t have to simply hear it from you.
Listed below are some varieties of social proof to consider to your touchdown web page:
- Critiques
- Testimonials
- Social media mentions
- Belief seals and accreditations
- Shopper logos
This instance will get fairly meta. Shoutout, a service that collects optimistic tweets about your model right into a wall, makes use of its personal Shoutout wall on its touchdown web page.
Social media posts like these present unedited buyer suggestions, saving you time and offering extra genuine social proof.
Begin an ongoing relationship
Consider each TOFU web page as the beginning of a relationship. Since 96% of website visitors aren’t prepared to purchase your product but, you need to create a call-to-action (CTA) that helps them get to know you first. Don’t rush for a tough promote on the primary go to.
Common CTAs for TOFU prospects embody studying extra in your web site, connecting on social media, and becoming a member of a e-newsletter. Some entrepreneurs prefer to create lead magnet landing pages the place guests get a free obtain in the event that they submit their contact information. Consider methods which you can maintain your model info flowing to your new buyer.
Look how Later’s lead magnet landing page doesn’t have a platform signup as its CTA. As a substitute, it asks prospects to enter their e-mail to get a information to influencer advertising and marketing:
When guests submit their contact information, they’ll get Later’s information and ongoing updates to maintain the model on their minds.
Serve the Proper Pages to the Proper Funnel Phases
Earlier than you dig into your TOFU touchdown web page, keep in mind this: TOFU is only one stage of the funnel. Whereas your TOFU viewers will reply nicely to an introductory strategy, your MOFU and BOFU audiences will want completely different language and optimization.
As you arrange your touchdown web page campaigns, think about which pages will go to which funnel phases. Then, tailor every web page to its particular funnel stage and viewers. If you would like assist copywriting for guests in every funnel stage, strive Unbounce’s Smart Builder. After you present some information in your targets and viewers, it supplies insights and replica strategies that will help you nail your copy.
