The Agency Guide to Selling Clients on Landing Pages

Have you ever ever tried explaining to a non-marketer what a touchdown web page is? For those who haven’t, anticipate to be met with a clean stare. It’s not that the idea of only one web page with one objective and one name to motion is obscure — it’s extra that the “Why would you construct a brand new web page when you have already got an internet site?” query that’s a bit trickier to reply.

That’s the problem in relation to telling shoppers that they want touchdown pages. They’ve already been informed that their web site is the factor they should promote their enterprise. And now you’re telling them they should spend money on one thing else.

Which is why it’s so vital to convey to them the true worth of touchdown pages — how they will really assist them enhance their return on funding and truly lower your expenses by harnessing the site visitors they’re already paying for.

You get essentially the most out of your shoppers when your efforts carry out on the highest doable degree. So that is one thing that each of it is best to get enthusiastic about.

However typically it’s onerous to place your self in your shoppers’ footwear and converse to them in their language as an alternative of the jargon that we’re used to utilizing round different entrepreneurs. (Need to see your consumer’s eyes glaze over? Throw acronyms like CPC, CPA and KPI at them.)

Listed below are some ideas for speaking the worth of touchdown pages to your shoppers in phrases they’ll perceive – together with a cheat sheet to assist.

1. Sending paid site visitors to your web site is a waste of cash

Web sites are filled with distractions. They’re designed to take you from one place to the following. So it’s good to clarify to your shoppers that, whereas an internet site will give folks many choices, a touchdown web page provides them only one possibility: to transform.

You’ll by no means begin a brand new advertising marketing campaign with no devoted touchdown web page. Don’t let your shoppers do it, both.

To assist your consumer perceive how distracting web sites will be, inform them how a devoted touchdown web page allows you to management the attention ratio on the web page. A homepage with hyperlinks (leaks) to different elements of the positioning may need a 39:1 consideration ratio — in different phrases, there are 40 methods for guests to exit the web page.

And now present them how a touchdown web page has a 1:1 consideration ratio. This implies they will both full the shape, or depart the web page. Their probabilities of getting a conversion at 1:1 are much better than at 39:1.

Put one other method, web sites are like leaky buckets whereas touchdown pages are excellent funnels.

2. Utilizing touchdown pages will increase your ROI

Your shoppers most likely don’t know the mechanics of the way you’re getting them enterprise, and so they don’t really want to. What they like to listen to is that you are able to do extra for them with out them having to spend extra money.  In different phrases, they’re in search of a greater return on funding and in case you allow them to know that touchdown pages can assist them enhance their ROI, they’ll be very happy to hear.

The explanation touchdown pages assist you to enhance ROI comes down to a different basic touchdown web page precept: message match.

Message match ensures that your touchdown web page incorporates the identical message as your advert. Once you match the headline of your advert with the headline in your touchdown web page, you reassure guests that they’re about to get the data they had been after once they clicked the advert.

And in case you’re working campaigns on AdWords, this’ll assist enhance your Quality Score.

Your consumer could not know what that is however right here’s the important thing factor to speak to your consumer: A better High quality Rating will increase your means to get extra clicks with out spending extra money.

As High quality Rating goes up, value per click on decreases. Price per conversion decreases as nicely. Now you’re exhibiting them how their ROI will enhance with out elevating their PPC funds, and so they’ve received to like that.

It’s also possible to allow them to know which you could take this degree of concentrating on a step additional as soon as the conversion takes place. With a touchdown web page type just like the one beneath, you may get to know your leads higher, which then means that you can section these teams for extra extremely focused lead nurturing campaigns.

With higher segmentation comes extra personalised messaging. Inform your shoppers how touchdown pages assist you to personalize all the course of from the advert all the best way to the lead nurturing ingredient. When your consumer understands that implementing touchdown pages means extra gross sales down the street, they’ll launch that this isn’t only a short-term tactic, however a method that’ll pay dividends for a very long time.

3. As a substitute of paying for extra site visitors, optimize what you’ve received

As our buddy Andrew Miller from Workshop Digital points out, shoppers typically imagine they simply want extra site visitors:

For those who’re not changing site visitors into leads, you then’re simply spending increasingly cash and also you’re not getting higher and higher outcomes. You’re not getting that compounding impact that touchdown pages present.

Touchdown pages allow you to optimize your present degree of site visitors by way of A/B testing. Because it seems, shoppers will not be conscious of touchdown pages, however they typically perceive the idea — and significance — of testing. Says Andrew:

We use the “Purchase One Get One Free” vs “50% Off” copy check for instance. That’s one thing [clients] perceive. They don’t have to know the technical particulars of how [the test] is applied, however they perceive the profit if they will get twice as many conversions with out spending any extra money on site visitors, and with out sacrificing lead high quality.

Opening the dialogue about touchdown pages and shutting the consumer

Anybody who’s paying for a service likes to get extra for his or her cash, and with touchdown pages, you’ll be able to present them with higher site visitors that has a a lot better likelihood of changing. The touchdown web page is the software, and the results of that software is extra bang for the consumer’s buck.

Now get on the market and allow them to know!

We wanna assist – with the assistance of our buyer schooling group, we put collectively a useful cheat sheet to your subsequent pitch. Obtain it by way of the shape beneath!