4 Powerful Types of High-Converting Landing Page Strategies
4 Powerful Types of High-Converting Landing Page Strategies
In the fast-paced world of digital marketing, crafting the perfect landing page is an art that successful advisors (via their marketing partners) have mastered for event marketing (seminars, workshops, and webinars) and lead generation. In this article, we'll delve into four effective landing page strategies that RA Marketing utilizes to capture attention, educate the audience, and drive conversions (registrations for your events) for financial advisors and insurance agents.
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1. Pre-Sell Pages
Purpose: Educate and Entice
Ever wondered how mega-successful practices manage to seamlessly educate their buyers while reducing friction to take action? Enter the pre-sell page – a hybrid marvel that combines elements of Product Detail Pages (PDPs) and content pages. Structured with an event section, social proof, a three-part benefit section, and a Frequently Asked Questions (FAQ) segment, pre-sell pages provide a comprehensive yet streamlined user experience.
Why it works: This approach works because it addresses potential buyer hesitations by presenting a wealth of information in a user-friendly format. It builds trust through social proof and answers common queries, paving the way for a more confident decision. The flow of the sections is in-sync with what most prospects (your potential clients) need in order to choose action. In fact, when done right, the prospect feels they are in complete control of the decision to take action and continue their journey.
2. X Reasons Why: Listicle-Style Benefits
Purpose: Permission to Take Action
Picture this – a landing page that not only captures attention with a compelling hero section but also lists out 5-7 distinct benefits of attending your event. Successful advisors utilize the "X Reasons Why" approach to highlight the unique selling points of their offerings. With a structured layout featuring a hero section and dedicated service/product benefit segments, this listicle-style landing page ensures that potential prospects are well-informed before registering for your event.
Why it works: People love lists, and breaking down your event benefits in a numbered format is not only visually appealing but also easy to digest. This strategy resonates with consumers by clearly presenting the value of the product and addressing the "What's in it for me?" question. Further, this style of landing page gives the skeptic in us all “permission” to take action with confidence.
3. Comparison Content: A Strategic Edge
Purpose: Create Clear Distinction Between You and Others
In a digital landscape where your target audience is bombarded with options, the comparison landing page strategy stands out. Imagine searching for wealth management and encountering a head-to-head section comparing brands like Vanguard, Fidelity, and Schwab. Are you interested in the comparisons? Yes! This approach offers a transparent view of product or service differences. Complete with a comparison chart, action section, and social proof, this landing page strategy strategically navigates potential clients through the decision-making process. Just as importantly, it filters out those who are likely not a good fit for your practice.
Why it works: Prospects appreciate transparency, and a head-to-head comparison addresses the need for clear distinctions between benefits and services. This approach helps prospects make informed choices by presenting key features and benefits side by side while clearly presenting the advantage of your solutions. The decision to register for your event now feels natural.
4. Quiz Landing Pages: Tailoring Solutions
Purpose: Disturb and Intrigue
For advisors offering a variety of solutions, the quiz landing page strategy proves invaluable. A well-crafted 6-10 step quiz that captures the prospect’s goals and preferences while disturbing and intriguing them with topics they haven't considered can be highly effective. Not only does this strategy provide a personalized experience, but it also captures valuable contact information that the prospect is eager to share by the end of the quiz. The follow-up "thank you" page ensures that users are on the right track, creating a seamless transition from curiosity to conversion.
Why it works: Quizzes engage users in a personalized journey, making the experience (and promised forthcoming solution) feel tailored to their needs. By capturing user preferences and goals, advisors can recommend specific strategies, enhancing the likelihood of moving the prospect to a client. The contact data captured serves as a valuable marketing tool for future engagement and cross-selling opportunities.
Landing pages are the digital “storefronts” that can make or break online marketing. By embracing innovative strategies like pre-sell pages, "X Reasons Why" lists, comparison content, and quiz landing pages, advisors can elevate their online presence and connect with prospects in meaningful ways. These strategies are not one-size-fits-all; instead, they offer a versatile toolkit for advisors to tailor their approach based on their unique services and target audience. As the digital landscape continues to evolve, mastering these landing page strategies is key to staying ahead in the digital marketing world.
Utilizing these principles and others, we have helped elevate the success of thousands of advisor’s events. If you would like to connect and learn more, click the button below.
