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How to Create a Landing Page that Converts
Seven essential design elements to create a landing page that motivates visitors to take action.
Most vacation rental companies I meet with don’t have a landing page dedicated to homeowner acquisition. This is a huge oversight. The best companies who excel at inventory acquisition have a page entirely focused on inviting homeowners to join their rental network – and it’s absolutely vital to get this page right.
What’s the Purpose of a Landing Page?
Before we get into what makes a successful landing page, let’s look at the purpose of how one should function. Landing pages are meant to educate site visitors, introduce them to your company or offering and use compelling content to transform these visitors into customers. The best landing pages are focused on the specific marketing campaign and audience you are targeting. These landing pages will strategically use functions, copy and assets to guide your visitors deeper into your sales funnel – ultimately leading to a conversion.
So what’s in a landing page that converts? Below are seven essential elements to build a landing page that motivates visitors to take action.
- A Striking Hero Image
The hero image is the first thing a visitor will see when your landing page appears. This image usually dominates the page and is the first opportunity to convey your message. What’s more is about 90% of all information sent to our brain is visual – it’s how we’re wired – and that’s why it’s vital to get this image right. We recommend using a professional photo of one of your most relatable properties and to use copy that is outcome/action focused.
- A Clear Call to Action
A call to action can be many things, but in a nutshell it’s what you’re asking your visitors to do. A strategically designed landing page will have more than one call to action listed – but most importantly, there will be one “above the fold” (which is anything seen on your page before scrolling through). A call to action could be a short form, a button, a link or email or phone number your visitor can use to learn more. Remember – you need to ask your visitors to act, or they won’t. PRO TIP: Make your call to action simple. If you are using a button, use clear, contrasting colours. If you are using a form, don’t ask a lot of questions, only get the information you need.
- A Unique Selling Proposition (USP)
Your USP is the one thing that makes you different – it’s what sets you apart. Your USP should make it clear why your VRM is different or better than the competition. For example, outside of our industry, one of my favorite USP’s is from Toms Shoes. Toms Shoes is a shoe company and that in and of itself is nothing new or unique. But, their USP is “for every pair of shoes a customer purchases, the company donates a pair to a child in need.” A strong USP will differentiate you and give your visitors a good idea of what to expect when working with you.
- Trust Icons
Trust icons are a key form of “social proof.” Social proof is the idea that customers will align their behavior according to what others are doing. A trust icon can have a meaningful impact and increase your conversion rate. In our industry, visitors like to see trust icons such as an A+ rating on better business bureau, Airbnb Superhost status, 5 star Google reviews. Simply, trust icons establish trust credibility.
- Features and Benefits
Almost every company has no problem listing the features of their products, and this is important. But benefits are what entice the customer to buy. They answer the question “what’s in it for me?” Go beyond just listing the features of your company and services and focus on writing content that offers a solution.
- Social Proof
Today, social proof is everything – it’s proof that other people have used your product or service and that they like it. While you might think a classic testimonial is “old school,” testimonials are everywhere today – they are in Tweets, Facebook recommendations and Google reviews. Testimonials from your owners will show visitors to your site that you have helped other people just like them and that you did an incredible job. They help to create a more personalized, emotional appeal and can sometimes be the deciding factor for a prospective owner.
- Risk Reversals
Risk reversals help reduce the friction in the buying process. They make the decision so simple that there are almost no reasons not to sign up. The goal of a risk reversal is to eliminate hesitation or doubt that may arise as a visitor is considering your offer. In the property management industry, some examples of powerful risk reversals are “100% satisfaction guaranteed” or “no long term contracts” or “no start-up fees”.