How to Create an Effective Service-Selling Landing Page
Web and product pages are useful for advertisers for multiple reasons, especially ecommerce landing pages. First, they entice customers to buy the products you're selling. Second, they get consumers locked in to investigating your product further.
Third, they can get the viewer to come back to the landing page by inviting them to returning deals. However, most landing pages sell products and physical items. What if yours doesn't?
Or rather, how would you advertise a service on a landing page without product imagery or descriptions?
Here are the five tricks businesses should use when selling a service on custom landing pages:
1. Pull Some Heartstrings
As stated in Wed Designer Depot, the best webpages pull your customer's heartstrings and leave them guessing.
One thing that can help any service-based landing page design is the use of suspenseful copy and imagery. Do not give the purpose of your product straight away. Instead, gently hint at the subject.
For example, say a service ecommerce business is based around personal training. One option could be to feature a well-lit man lifting weights with the tagline, "Be your strongest self."
However, a stronger and more mysterious image would be a silhouette of a man in fitness clothing with the tagline, "It's time for the new you."
2. Up-Sell the Unique Selling Proposition
A service-based website needs unique ways to differentiate itself from another company.
Yet how can a service-based website differentiate itself from others? Begin with a unique selling proposition, or USP. Incorporating a USP into your website can help your business stand out.
For example, say that your personal training business is a women-only facility. Emphasize that your personal services are available to women and can empower them. This is an example of a USP.
Others could include length in business and high customer satisfaction rates.
3. Include Customer Reviews
One of the easiest ways to keep consumers on your landing page is to entice them with user reviews. Customer reviews and testimonials can be artfully placed on any page when using landing page templates or a landing page editor.
If possible, include customer testimonials as a central figure of the website. For example, they could be placed next to a call-to-action button or below a list of trusted customers.
By using these reviews, a consumer will see that your brand is trustworthy and you can turn leads into conversions.
4. Trust Symbols
According to Active Marketing, using trust symbols on your website can lead to an increase in conversions.
It also helps companies that sell services show their wide array of customers. For example, say that your business is certified by the Better Business Bureau.
You can include a button from this website to entice viewers to take part in your service. As well, companies can include lists of clients underneath product benefits.
These customer logos tie in well with consumer reviews.
5. Call-to-Action Buttons
Smart Insights said the goal of a landing page is to get the consumer to register or sign up for a service as quickly as possible.
One of the easiest ways to pull consumers in to register for a newsletter, form or service is by including a CTA button right on the home screen.
According to WordStream, many effective ecommerce landing pages and optimized landing pages feature CTA buttons directly on the home screen.
These buttons should include copy such as "Start now - it's free" or "Start your free trial." By telling the consumer that services are free, they're more likely to register or try a product.