Our case study explores whether the Business Loans page belongs under the Business menu, the Loans menu or in both locations.
5 Tips for building better landing pages for your digital marketing campaigns
The best bank website flows both ways, passing information back and forth from company to customer.
The importance of reciprocal communication is especially evident on landing pages — online destinations that spotlight a single product or service and a streamlined call to action (CTA) to encourage conversions.
Landing pages can be used in conjunction with a variety of marketing tactics, both online and offline, including:
- Print marketing
- Email marketing
- Search engine marketing (SEM)
- Social media marketing
- Pay per click advertising
- Any other digital marketing campaign
Regardless of whether you’re displaying a vanity URL on a billboard or using your newsletter for new product marketing, a landing page on your bank website is the ideal destination.
But what will prospects and customers find when they arrive? Here are a handful of tips to help ensure your landing page capitalizes on the traffic you send there.
1. Ditch the kitchen sink
It can be tempting to include everything related to your topic on the landing page — frequently asked questions, quick links to related content, exhaustive lists of features, testimonials, paragraph after paragraph of website copywriting.
Don’t do it.
Rather than overwhelm your visitors with the everything plus the kitchen sink, err on the side of short and sweet. Be strategic. Instead of five testimonials, how about displaying only your best one? Instead of a dozen links to related content, why not drive them to a single, optimal call to action?
With landing pages, less is more. If you pare down your information to the most pertinent and enticing — including stripping away your top navigation entirely — you won’t lose your audience among the clutter.
2. Include one clear CTA
As mentioned above, spamming the landing page with copious calls to action is a mistake. Why? For one thing, when you divert your visitors to other webpages, you risk losing the opportunity to make a conversion on the landing page’s webform.
And you definitely want to have a webform on your landing page.
Of course, it’s OK to link to relevant information. Just don’t go overboard. Visitors who want to gather more facts before contacting you will do so, but you don’t want to give your hard-earned visitors too many excuses to avoid your webform.
The webform should collect the most pertinent information about the individual filling it out. The resulting email or notification should reach the bank team member best equipped to follow up quickly. If you can show the staff member(s) who will follow up, so much the better!
3. Consider incentives
Customers aren’t stupid. They know you want their contact information to try to make a sale. Once they click “Send,” they know they have stepped onto your radar.
You say, “Contact us to learn more!” They say, “Why should I?”
Incentives can range from waived fees or a $5 deposit into a savings account to a chance to win a prize or a premium download. Put yourself in your customers’ shoes. What would make you want to give out your personal information?
In the same vein, don’t accidentally add disincentives. Few things turn off a prospect than a long, sprawling webform. If you can save them time later, so be it, but don’t gather data you don’t need right off the bat.
Another nice touch is to let your visitors decide how they want to be contacted — phone vs. email vs. in-person appointment.
4. Don’t forget about tracking
Once you finish crafting the perfect content and call to action, your job isn’t done yet.
To evaluate the effectiveness of your landing page, you’ll need to set up tracking. At a minimum, be sure to add code snippets to any and all calls to action so your analytics tools can track clicks and conversions.
For more robust landing pages — such as those with (a few!) quick links and/or a financial calculator, you might also consider adding heatmap functionality so you can see how your visitors are interacting with the page.
The more traffic sources you have, the more important tracking becomes. After all, you want to be able to identify which marketing channels are driving qualified traffic to the landing page and which are not. Then tweak your multi-channel marketing campaign accordingly.
Website analytics provide valuable insights about your page. Adjust the content as needed!
5. Make the most of it
If you’re going to dedicate time to set up a custom landing page, take a moment to brainstorm other opportunities to leverage it.
Just because your primary focus might be a Google Ads campaign, for example, it doesn’t mean that you can’t take advantage of other marketing channels. Consider linking to your landing page from these places as well:
- Bank website homepage (e.g. main marketing message)
- Any other relevant webpages
- Social media marketing (e.g. posts, boosted posts, ads)
- Email marketing (e.g. monthly newsletter, special email blast)
- Any other pay-per-click advertising opportunities
Landing pages are an incredibly important component of marketing campaigns. We believe creating them shouldn’t be a chore, which is why we give our customers the tools they need — streamlined templates, embeddable calculators and easy-to-make webforms — in our simple content management system (CMS).
Here’s to many successful conversions ahead!