Tuesday, January 29, 2013

Landing pages are for visitors

Most companies think their landing pages are built around a product or the company itself and designed to sell or generate leads for that product.  While these topics may be the primary source of information on the page, landing pages should be built around the thought process of your visitors.  If your landing page speaks to your ideal customer, then the product is secondary.

Let's take a closer look at the 4 common types of customers and how they make decisions.

Everybody falls into all of these four quadrants at one point or another.

A person with a broken pipe that is flooding their living room in the middle of the night wont likely care about finding the best plumber in the city with reasonable prices.  Rather any plumber who is close and has 24 hour emergency service will suffice.

It is important to look at your product and determine how your ideal customers make decisions.  If they are slow to act, you may want to collect their contact information so that you can continue to stay at the top of their mind while they make their decision.  If they tend to be overly logical, you may need to provide more "proof" that you are the best choice and offer links to more information.  

Progressive appeals to logical decision makers by showing potential insurees the price they would pay at other insurance companies.

It is possible to create a landing page that appeals to multiple types of decision makers.  The trick with trying to appeal to multiple decision makers is to put the information for the fast decision makers above the fold.  If you are a plumber who also offers 24 hour emergency service, you don't want your frantic visitors to have to scroll to find your business hours or phone number.  

If you're looking to rework your landing pages, don't build a page that "sells" your product.  Build a page that follows the process your ideal customer uses to decide to buy from your company.