Landing page when you're freelance is the first reflex you need to have. However, if you want results you will have to follow some basic rules. How many times have I heard people say "I don't make money from my portfolio" or "I don't need a website, a facebook, instagram or Linkedin page is enough".
The problem with social networks is that you can't control anything. They're evolving towards a model that favours paying for advertising in order to be heard, and to do it well, you have to be hyperactive on a particular social network for it to work.
I'm not here today to go into this subject in depth, but I want to share with you the fact that it's better to have your own Website or a well optimized Landing page (see both). It's the only place you can master in the long run and attract real future customers.
#webflow #landingpage #freelance #
And you, what do you do to attract new customers?
- 1. Take care of your Hero
- 2. CTA clear and precise
- 3. Insertion of social evidence
- 4. Exhibition of completed projects
- 5. Writing a concise message
- 6. Well thought-out design
- 7. Choice of suitable images
- 8. Blog creation
- 9. Basic SEO work
- 10. Use of additional tools
Landing page: Whatis it?
Let's get something straight before we go any further. A landing page is not just a home page. It is not just there to present your site; on the contrary, it plays a more important role: converting prospects into customers. To do this, you invite them to do something quite specific.
The landing page is different from a service page. So if you think you can directly sell a service or product on this landing page, you have to follow a few rules! This is a process that helps prospects convert.
Landing page: 3 Creation rules
1. Don't do anything stupid
When I say nonsense, I mean lies, exaggeration, excess...
I admit, it's not easy to understand, but this example might give you a clearer idea of what I mean:
"I'M CREATING A SITE THAT WILL HAVE YOU GOOGLED IN A WEEK."
"EXCEPTIONAL SERVICE AT LOW PRICES".
Do you believe that? I don't.
And if the author had good intentions in writing such a title, it is not the impression he gives. We all know that it's impossible, that being well referenced on Google requires time, patience and perseverance. Exceptional service is not possible at a fixed price and results are never guaranteed.
2. Does not take design lightly
It's true that content is king, but that's no reason to write a whole paving stone of texts, without colours and without media. My point is that you have to know how to balance what you put on the landing page. Too much text kills the text, too many images kill the image.
3. Be specific
What if a client gets to the bottom of your landing page but doesn't know what to do yet? That's not a good sign at all! It means you've failed to design your landing page.
You were necessarily abstract in your actions, the conversion process...
However, on a landing page, your objective must be clear (we'll come back to this later). In fact, there's nothing wrong with telling future clients directly what they should do (as long as you do it courteously). The clearer it is for them, the more likely they are to agree to board.
The 10 steps to create a landing page
1. Take care of the Hero
For those who don't know it yet, the hero header is a kind of welcome banner to put on the landing page. It occupies a very special place at the reception of your visitors. However, we can't classify all the elements as heroes. Only quality elements, which convey a particular message, are qualified to be positioned there.
Some designers decide to put the hero in the background of a whole page, with a parallax effect. Others still leave room for text at the bottom. It is precisely in the latter case that visitors should be encouraged to scroll down.
I'll show you a trick: make your hero tell a story (yours, if it's your site, or your client's if it belongs to him); this will make people want to go further, to scroll down.
2. Make the Call to Action clear
The call to action usually takes the form of a link or button. Its objective? To get visitors to perform a specific action. This doesn't mean that you have to force visitors to perform this action. On the contrary, they must do it of their own free will. Hence the importance of studying the CTA of a landing page.
It must have a specific purpose:
- read a blog post
- make an appointment for 30 minutes
- subscribe to a newsletter
- follow on linkedin
- watch a video
- download a gift
- attend an event
- and many others...
But the one that concerns us here is the request for an online appointment. Compared to physical appointments, this takes less time and yet guarantees more benefits. Especially since with the covid19 pandemic it is more convenient.
Only, a new question arises: how to convince visitors that asking for an appointment online is the best thing to do?
You should write as much reassuring information as possible on your site, for example:
- the price of your services
- your current clients or projects
- your opening days
- your full contact details
With a little help (and therefore the presence of the CTA for online appointment booking), you'll see that you'll get more clicks!
Here is some equally important information to know:
- The design of the button must be well thought out. For example, choose contrasting colours to attract attention. I even recommend A/B testing to find out which colours and shapes are the most attractive.
- The contents of your CTA should not all be the same. Different sentences or verbs for a bit of diversity. But this technique also allows you to see which verbs or sentences have attracted your prospects the most (by the number of clicks).
- Finally, be sure to choose the location of the CTA. You obviously need strategic locations, for example, at the end of relevant texts or in the top right-hand corner.
3. Don't forget the social evidence
Trusting someone you don't know yet is very difficult, especially if that person is a service provider. I therefore advise you to give a little help to your prospects, by inserting on your site some customer testimonials.
Not only do you gain credibility, but here are some other advantages:
- You're more likely to attract new clients and prospects.
- Then you'll have a higher conversion rate...
- You show that you're a real expert at what you do...
Of course, all of this affects your clients' decision.
These testimonies are considered social evidence. Here's the concept: people are more conformist, they are more likely to behave the same way as their peers.
I bet you've had an attitude like that before. Let's say you're about to choose a restaurant; one is empty while the other is full of people. Unconsciously, if there is no particular reason, you will go to the second restaurant. You base yourself on the theory that if more than one person is interested in a particular thing, it must be because it's the right one!
Where exactly do we put these testimonials? On the landing page, yes, but where?
Just like the CTAs, they are better placed in strategic locations where visitors are most likely to click. I am thinking particularly of a place after the presentation of your recent projects. In those places, people are more hesitant. So you have to push them a little bit.
4. Expose yourcompletedprojects
Aside from testimonials, another better way to gain customer confidence is to present recent work you've already done. This could be pictures or links to websites you have designed.
Here, there are no rules; you can put the projects you have done for your clients (of course, as long as they accept it), but also your personal projects.
But here's the thing: how will people know what this goal is if you don't write it down in black and white? Indeed, throughout the landing page, you have to make sure that "this objective" is clear. This is surprising.
Who knows, maybe you'll get lucky one day and a client comes across one of your projects that looks exactly like what they're looking for.
5. Be as concise as possible
As I said at the beginning of this guide:
a landing page = a clear objective
But here's the thing: how will people know what this goal is if you don't write it down in black and white? Indeed, throughout the landing page, you have to make sure that "this objective" is clear. This avoids possible misunderstandings!
I'll take an example. In our case, our goal is to acquire new customers by making appointments online. If you weren't clear enough, they might think it's a physical appointment. If it doesn't suit them, you will have lost several opportunities.
Titles, subtitles and other content are obviously the main tools you will use to clarify all this. So my first piece of advice is to create a strong title. As it is the first thing that attracts the attention of all Internet users, it must obviously be immediately clear and concise. As they say: "The first impression is always the right one!" If at first glance they don't think it's relevant, all is lost.
Then, if you want to enter more details about your activity, your offer, etc., you do so in the body of the text, and especially not in the title. Be careful, however, not to lose the main idea throughout the text. To avoid this, keep in mind that the purpose of this content is to guide the readers towards your main objective (that of the online appointment request, among others). Maybe you can start by talking about the problems your potential customers are having, and then offer the ultimate solution: an online conversation.
6. Design: a very IMPORTANT point
How can you recognize the right design for your target if you don't even know your target yet? I invite you then, before anything else, to think about your ideal client. If necessary, even take a draft on which you will write the necessary information about him/her: age, gender, career, goals, dreams, etc. Most importantly, try to identify his or her problem. Put yourself in his shoes and ask yourself what he fears most.
Only then can you offer them a suitable design, a design that perfectly meets their expectations. A design that makes him feel like he's solving his problem. As you can imagine, each persona should have a unique, tailor-made landing page design . If you're not sure what you want, how about a test? In the context of landing page design, we call it A/B Testing.
Don't forget that almost everyone (or almost everyone) is currently addicted to their mobile (especially the young population). It would be a shame to lose visitors because of pages not adapted to mobile. So, whatever design you choose, make sure it's compatible with mobile. We're talking about responsive design.
7. Inserts suitable images
Now, enough about titles, content and design. Let's also talk about images (or videos), because the landing pages are also composed of them. These media make a page more human, provided they are well chosen.
Let's take an example from Airbnb. Their landing page aims to get their prospects to become hosts. To do so, they use an image that helps them to imagine themselves as a host. All of the images on the landing page have this objective, by the way.
So when you choose the images you put on your landing page, make sure you select only those that match the theme . You're certainly never going to pick a kitchen image if your site is aimed at building contractors, right?
8. Keep a blog and feed it
A landing page is worth a lot of money. So it's a great idea, but if you add a blog it's even better. However, a blog means "blog articles" or "guides". These should deal with topics related to your theme.
If you offer web design services for example, you'd better talk about things that really interest your readers. Maybe, some tips about website creation, the choice of hosting, the most efficient CMS... ? This, in order to reassure your customers that you really master your domain!
9. Work on the SEO of your landing page and of the site in general.
No matter how successful a landing page is, if it is not well referenced to bring traffic, it is useless. That's why you have to think about the SEO of the page.
Fortunately,with Webflow, it's child's play. All the tags to be filled in are easily accessible. All you have to do is fill in the ones linked to the landing page.
On the other hand, if you are not too comfortable with Webflow (maybe you use other CMS), make sure that the code structure is clean. This is an important factor for Google!
Finally, whatever CMS you choose, don't forget the basic SEO work for a site :
- First, the page must contain optimized H1headings
- Secondly, the URL of the landing page must be clean and logical.
- Then, all the images are optimized, so you fill their ALT tags with a description containing the keyword
- The landing page must be animated regularly. One way to do this is, for example, by publishing regular blog posts (at least once a week). Google sees this as a positive signal from you; it will note that your site has not gone down the drain, that you are still taking care of it. So it won't mind showing it in search engine results.
- However, each article must be referenced on a specific keyword . It must then comply with all the relevant SEO rules: presence of keywords in strategic places (titles, subtitles, smart list), meta description, etc.
- We talked about testimony earlier. Did you know that they contribute in large part to better referencing your site? Indeed, they work like blog posts. The more new content there is, the more Google updates it regularly. Of course, these testimonials contain long tail keywords related to the services you offer.
- I told you earlier that the design of a site must be adapted to the mobile. Well this criterion has an impact on the SEO of the site.
10. Some additional, and above all effective, tools
The main steps of landing page creation being completed, all that remains is to refine it.
That's where you're going to integrate different tools, but personally, I chose:
- The Facebook Pixel
- Google Analytics
- Google Search Console
The landing page aims to convert your prospects into customers. However, Facebook Pixel is generally used for these purposes. In fact, it has a code that allows you to track the actions of visitors on landing pages. You will therefore collect all the data you need to improve your Facebook ads.
That's not why you have to advertise right away. You can do this in the following months, but at least you will have collected all the data. The special thing about the Facebook Pixel is that it collects data for several months. So if you advertise 3 months later you can reach all the people who visited your site in the last 3 months.
Now all you have to do is figure out how to install this code on your landing page. It's very simple:
- You have to go to the page Facebook Event Manager and click start (in the FacebookPixel : follow the website's activities)
- Then you choose whether or not to enter the URL of your site. Continue.
- You've got your pixel code. To add it on your site, you'll have to go through the source code, more precisely, in the part <head>. On Webflow, it's not about the parameters. It's installed in 1 click!</head>
Simply put, Google Analytics provides a complete analysis of visitor behavior, traffic source and outbound traffic. This data, in turn, will help you to see if the landing page is successful or not. You will also have access to the bounce rate (percentage of visitors who did nothing on your landing page, but immediately left the site).
If you analyze all this, it's for the same purpose as before: to improve the landing page, again and again, based on what works and what doesn't work.
Google Search Console
If you have a Google Account, you must have a Google Search Console (GSC) account. However, an additional step is required for your site's data to appear in the dashboard. You need to confirm that the site in question is yours. You can choose between :
- Create an HTML tag to the page.
- Insert a new DNS entry for the domain name
- Based on the Google Analytics account
Once all this is done, you have all the data you need to perfect your landing page. GSC focuses particularly on searching for relevant keywords, related to your activity, and following the research carried out by Internet users. Very interesting data!
In short, the list of things to do to get a quality landing page is very long. You'll obviously need more time. But I promise you that by following these steps to the letter, you are sure to convert many more prospects into customers. But be careful! Your landing page will need to evolve regularly. If you want to add a recurring activity, think about feeding a blog.