Getting people to visit your website is a lot of work, particularly in the competitive coaching industry. It’s tough to stand out, so if somebody has clicked a link to your page the last thing you want them to do is to turn around and leave. Whether they’ve arrived via a pay-per-click ad, an organic search engine listing, or a social media post, the goal is to convert! Doing so involves nailing the landing page. Are you heeding these six rules for maximizing your chance of success?
If any of this information is overwhelming or you’re confused and want to have a chat with our team, just click on the button below to book a time with our team and we’ll see if we can get this set up in your business.
Table of Contents
Choose the Right Landing Page
The number one rule of landing pages is: use a landing page!
A landing page is the first place a reader lands after clicking a particular link. Too many coaches use social media and advertising efforts to highlight specific services and selling points, then simply point people to their home page. If a potential client visits your site for a specific reason, it’s important to have them land on the most relevant section of your website.
Of course, a well-built coaching site will have easily navigable pages dedicated to each service offered, but it’s important to start people off in the right place!
Use the Hero Section to Confirm the Click
How will the reader know they’re in the right place? Because you’ll tell them… immediately!
The reader should be greeted with a strong headline, some brief and persuasive support text, and a compelling call to action. All of this should be visible without the need to scroll.
In cases where you’ve used a Google ad to target certain keywords and phrases, it’s imperative to mirror that verbiage in the hero section, or ‘above the fold’. This eliminates any doubt they may be feeling about their decision to click. Congratulations, you’ve earned yourself a few more seconds to state your case.
Gain Trust with a Professional Design
The professionalism of your website provides the visitor with their first clue about the professionalism of your practice so the design and content must be top-notch. You’re probably not able to improve their life if you can’t spell improve correctly!
In addition to solid grammar and design, you’ll want to proudly showcase any social proof you’ve accumulated, such as testimonials, press, certifications, etc.
Show People That You Understand Them
Another good way to gain trust is by demonstrating an understanding of your potential client. If you’re going to help an individual, you must first identify with them. Let them know that you comprehend their challenge and that you have the solution.
Who is landing on this particular landing page? What brought them here? What are the pain points they’re trying to overcome? What stands in their way? What are their wants, fears, and doubts? How can you help?
Don’t be afraid to create a client profile for each landing page. Let this be your guiding star when developing your pitch.
Use Video to Build Trust
Video offers an opportunity to make a connection that simply cannot be achieved through the written word. An introductory video or motivational speech will allow would-be clients to get a sense of your energy and personality. A testimonial video from a satisfied client provides valuable and relatable social proof. All accounts of online trends point toward the rising popularity of video, and in an industry as intimate as coaching, it’s an important tool worth utilizing.
Include a Strong Call to Action
The ultimate role of a well-crafted landing page is to obtain a conversion, such as a purchase, a download, a consultation booking, or an e-newsletter sign-up. While the entirety of the page should work towards soliciting this action, it’s a must to include a strong, direct call to action.
The call to action should be simple and persuasive and should emphasize benefits over features. You may wish to include words such as ‘free’, ‘download’, ‘new’, or ‘now’. Getting started should be as simple as clicking a button, which should stand out like a lighthouse leading all ships into the safe harbour of your services. The first call to action should occur ‘above the fold’ (no scrolling necessary).
Clutter and distractions should be minimized, and there should be no barriers complicating the opt-in process. Avoid cumbersome and unnecessary steps in the sign-up or consultation-booking process.
Building the right landing page is one part art and one part science. Your pitch should be informed by a thorough understanding of both your client and your own service offerings. The information must be presented with a clean, crisp landing page that utilizes best practices for design and communications.
This is why each Peak Ed Designs project begins with an in-depth discovery session and concludes with a well-designed website that is on brand and on strategy.
Build trust and convert potential customers with a well-designed landing page.