Creating a really good landing page

I guess I forgot how well a good landing page could work. All you need is a really good offer coupled with social media, in my case at least.

As a graphic designer, I am used to helping people with their own landing pages, not mine. I have a second business where I do elevated real estate photography (www.elevatedphotos.ca). I shoot real estate photos from up to 50 feet high with an extendable tripod mast, also called “mast photography”.

The offer - free sales kit inserts.
(Click to expand)

I wanted to create a landing page where potential clients could submit their contact info in exchange for information valuable to them. I soon realized that to have a really good, attractive offer, you have to do some serious thinking and place yourself in the client’s shoes. Sure, you’ve heard this before. But think past the typical “free report” or “see if you qualify” offers. You can do better than that!

The Offer

My clients are real estate agents so I was trying to figure out what were their pain points or how I could make their jobs easier – with my services in mind, of course.

I realized there was a way we could actually help each other. I would make it easier for them to sign new clients and they would  in return, use my photography services. I did this by mailing them printed sales kit inserts. Now when they are showing new clients the many ways they help sell their home, they can include the advantage of being able to showcase their home from an elevated angle to show more property in a single photo. Not many real estate agents offer this and home owners get really excited when they can view their home from above. It helps close the deal.

I printed 5,000 copies (about $250) and covered the postage as well. I would send 15 copies to agents and 100 copies to brokers to give to their agents. The response was more than I expected.

The landing page form.

I realized there was a way we could actually help each other. I would make it easier for them to sign new clients and they would  in return, use my photography services. I did this by mailing them printed sales kit inserts. Now when they are showing new clients the many ways they help sell their home, they can include the advantage of being able to showcase their home from an elevated angle to show more property in a single photo. Not many real estate agents offer this and home owners get really excited when they can view their home from above. It helps close the deal.

I printed 5,000 copies (about $250) and covered the postage as well. I would send 15 copies to agents and 100 copies to brokers to give to their agents. The response was more than I expected.

The Online Form

The form then incorporated into my website.

The form then incorporated into my website.

I placed an online form on my home page where it was easily recognized. I had some Google AdWords campaigns running and in the first week I received about 35 entries. Not bad considering that prior to the offer, I had no idea who my visitors were and no way of staying in touch with them.

FYI – I created the online form myself using Yola (www.yola.com), which is the online website builder I chose for my site. They have a form builder built right into their platform. Yours should do the same. If not, it’s time to switch!

The Social Media Boost

The Facebook ad.

The Facebook ad.

So this was all working well with AdWords, but I wanted to see how it would do in the social media world.

I created a new landing page on my website with only an image of the insert, some descriptive text and the form. At the time, I had about 300 Facebook followers, 90 on Twitter and about 950 on LinkedIn. I created a Facebook ad linking to the new landing page and let it run for one month with a $100 budget. For Twitter and LinkedIn, I simply posted about the offer (including the link) once a week for one month. That’s it!

The results were great for a small business. I received 368 entries in one month! Plus I gained new life-long customers. The two months following were pretty busy to say the least as word-of-mouth tends to spread fast with realtors.

Conclusion

This landing page stuff actually works… with the right offer. So when you’re creating your offer, think of yourself in your client’s shoes. What can you do to make their job eaisier? What are their pain points and how can your product help them succeed in their own line of work? Think outside the typical offers you have seen and try something else. Then make it easy for them to implement and act. I think you’ll be surprised how well it works.