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The Beginner’s Guide to Agency Billing Structures

by with No Comment AdvertisingFacebookInstagram

How an agency structures its pricing and billing will impact how it operates and its incentives. 

For clients, it will directly impact the way your campaigns are run and consequently, your success. 

This article discusses common approaches to agency billing structures, including the advantages and disadvantage of each.

01. Billable Hours

Billable hours are the old school method of agency billing, i.e. track the internal head hours that are attributable to your campaign and then charge you accordingly.

This billing approach can ensure an agency’s profitability by ensuring that the agency is paid according to how their team are spending their time.

However, it can certainly have negative consequences for clients. Whilst you technically only pay for the time allocated to your account, this billing structure rewards an agency’s inefficiencies. 

Effectively, the longer something takes to do, the more a client pays.

02. Percentage Of Media Spend

Percentage of media pricing means the more money that a client pays to the advertising platform (media spend), the more they pay an agency.

Whilst the percentage will vary widely across agencies and disciplines; generally, the agency fee is 10 – 15%

This model can be fair for both agency and client. Larger accounts require more work, which means the client will pay the agency accordingly. 

However, as shown in the graphic below, there exists an inflection point where a client may pay an agency more every month, without the necessity of additional work. 

Further, this can often incentivise an agency to make spend increase recommendations with the view to increase their fees. 

However, it’s possible this approach may not be what is best for the company or campaign in terms of results or campaign efficiency.

03. Pay On Performance

‘Pay On Performance’ is an increasingly popular approach to agency billing, in which the agency is paid purely on the results they generate for a client.

These results might include a fixed fee per lead generated, ecommerce sale, or a revenue share approach. This model will vary across agencies; however, it certainly has the potential to reduce the risk of hiring an agency. 

Sound too good to be true? It probably is. 

There are several disadvantages to this approach. 

Firstly, this approach can be more significantly more expensive for a business when compared to other pricing structures as agencies will often charge a premium for the risk they take on.

Secondly, this approach can often negatively impact an agency’s incentives. For example, in a pay per lead approach, the agency will strive to generate a high volume of cheaper leads, regardless of the lead quality that they generate.

04. Fixed Monthly Fees

Fixed monthly fee pricing is one of the most straightforward approaches to an agency fee structure, i.e. an agency provides a fixed monthly fee associated with a scope of work and the value it creates for the company.

Fixed monthly fees are often, but not always, provided exclusive of the variable cost of media spend (what you pay to an advertising platform such as Facebook).

Why Do Axis Social Use Fixed Monthly Fees?

Axis Social have adopted this pricing approach because it provides our clients with clarity around their monthly billing, i.e. they know what we will deliver every month and exactly how much they have to pay for it. 

Further, it ensures that our incentives align with what’s best for our clients and their company. This agency fee structure does not financially incentivise the team in any of the following ways:

  • To be inefficient with our time (unlike the billable hours model)
  • To needlessly scale a client’s media spend (unlike the percentage of media model)
  • To generate high volumes of lower quality leads (unlike the Pay On Performance model)

So what are our incentives? 

A fixed agency fee structure incentivises us to generate tangible business results for our clients, in whatever form that may take. 

In agency life, this could mean: 

  • Delivering assets or campaigns quickly and efficiently
  • Scaling media spend up, down, left or right
  • Generating a lower volume of higher quality leads
  • Above all else, great results for a happy client

What Next?

Are you currently searching for an agency?

If so, I would strongly recommend you download our Free Buyer’s Guide, which covers the steps you need to follow to ensure you hire the right Facebook ads agency for your company.

Best of luck.

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4 Compelling Reasons To Hire A Facebook Ads Agency

by with No Comment AdvertisingFacebookUncategorized

“Why should we hire an agency instead of handling this internally?“

This question is something we often get asked during the consultation process. 

Our (biased) perspective is that hiring the right agency will save your company money. But the question is, how? 

Reason #1: Expertise

Hiring an agency gives you access to subject matter experts. These experts can sit across each discipline of successful advertising.

These disciplines include social strategy, campaign structuring, copywriting, graphic design, video production and optimisation! 

It’s impossible to find someone who can be an expert in all of these fields (trust me, I’ve tried!). 

Relying on internal team members alone will limit the subject matter expertise your company can leverage. 

Reason #2: Effectiveness

The right Facebook advertising agency will improve your campaign effectiveness, plain and simple. 

Such effectiveness means reaching your campaign objectives in less time and with less advertising cost.

This point illustrates how hiring the right agency will save you money. 

Reason #3: Efficiency

Most marketing teams are not structured to execute Facebook advertising campaigns efficiently.

Such inefficiency is the unfortunate reality of many company organisational structures.

Engaging a Facebook agency will reduce this organisational inefficiency and save your company money. 

Reason #4: Experience

The right agency for your company will have a proven track record of success in achieving your goals & objectives. 

This fit increases when the experience exists in the same industry or vertical as your company.

Why?

This agency has learnt what works for similar companies and can transfer learnings to your campaign.

Likely, they have already made and hopefully learnt from past mistakes. 

In the industry, we often use the euphemism ‘testing’. 

What Did I Miss? 

If there are any compelling reasons that I forgot, be sure let me know in the comments!

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Facebook Advertising for High Ticket Items

by with No Comment FacebookSocial Media

Do you market or sell products which have a high price tag associated with them?

Facebook ads are perfect for companies who sell high ticket products or services. This article will tell you what you need to know to maximise this opportunity with your campaigns.

What Do You Mean By High-Ticket? 

To kick things off, let’s explain what we mean by high-ticket products and services. Typically, this is a product or a service that has a healthy margin attached to it, usually more than $1,000.

An important note is that the initial sale does not need to deliver this profit.

If the average lifetime value (LTV) of your customers is around these figures, then you’re still perfectly positioned to make the most from Facebook advertising. 

Why Do These Businesses Kill It With Social? 

So why are these businesses so well positioned to use Facebook ads? 

Well, simply put, it’s because you can afford to spend more to acquire a customer in the form of your cost per lead or sale. 

To move someone through the purchasing process, from first becoming aware of a product or service to considering the purchase to finally taking action, takes multiple interactions between the business and the prospect.

Each of these interactions needs to be managed by a smart strategic combination of content and marketing messages. These messages should move a prospect through the process, building momentum towards a purchase. 

The higher the value of the sale, the more that you can invest to ensure that prospects are moved through this process effectively and at scale.

If this resonates with your company’s products and services, below we discuss the key things that you need to know to see maximum results from your Facebook campaigns.

#1. Leverage Facebook’s Insanely Powerful Targeting 

Facebook’s targeting is insanely powerful. 

From targeting indicators of household income to those present in the market for particular goods or services to those with a specific occupation, Facebook will allow you to separate your ideal prospects from the herd.

Make sure you’re using Facebook’s powerful targeting features to get focused in on those who make the purchasing decision for your high-ticket item or service.

#2. Advertise According To Points In Your Purchasing Journey

Not all prospects are at the same point in the purchasing journey, so don’t advertise like they are. 

It is vital you make sure to tailor your message to where a prospect is in their purchasing journey. 

For example, for those who are at the consideration stage, you should leverage retargeting messages that leverage social proof like reviews or testimonials.

Alternatively, for those who are ready to buy, leverage campaign-specific offers. 

#3. Understand That Social Won’t Make The Sale For You

This concept is crucial to understand.

Your Facebook campaign is a tool to identify and send qualified prospects to your business. However, it can’t do the heavy lifting in completing the sale for you.

We’ve sold purchases as large as homes through our Facebook campaigns. However, underpinning the campaign is always an intelligent, repeatable sales process. 

Before investing in your Facebook campaign, build a reliable, repeatable sales process that turns prospects into customers.

Now, Make Some High Ticket Sales 

So, there you have it. 

If you market or sell products or services, which have a high price tag associated with them, make sure you’ve included Facebook advertising as part of your ongoing marketing activity.

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Facebook Connection and Exclusion Targeting

by with No Comment FacebookSocial Media

With the fifth and final instalment in our Core Audience mini-series, we cover the importance of Connection and Exclusion Targeting Parameters.

If you’re yet to, please read our previous articles in this series on;

  1. Core Audiences
  2. Demographic Targeting
  3. Interest Targeting
  4. Behavioural Targeting

If you have already, then let’s get stuck into this final post.

What Is Connection Targeting?

Within your Core Audience, you’re able to specify whether you’d like to target people based on an existing relationship that they may already have with your page, app or event. 

Whether you’re utilising the Page, App or Event Functionality, you have three options that you can choose to add to your Core Audience:

  1. People who like your page, use your app or are going to your event
  2. Friends of people who like your page, have used your app or are attending your event
  3. Exclude people who like your page, have used your app or are attending your event.

These options allow you to add more specific and tailored messaging to your campaigns based on the relationship that the target audience has with your Page, App or Event.

This parameter allows you to put up-sell, retention or referral-based marketing messages in front of those with an existing relationship with your business.

For those who are friends of those who like your page, use your app or are attending your event, you can leverage the existing relationship that their friend has with your business as a piece of “social proof” to establish a relationship with them. 

This option is perfect for top of the funnel campaigns where you’re looking to elicit a low commitment action like an email sign up, content download or low-value sale.

Finally being able to exclude those who like your page, use your app or are attending your event allows you to ensure that your campaigns are only reaching new audiences; those who are yet to establish a social relationship with your brand or business. 

Utilise this crucial targeting parameter for introductory offers or awareness-based campaigns designed to introduce your brand or business to a new audience.

What Is Exclusion Targeting?

When it comes to finding your ideal target audience on Facebook or Instagram, it is just as important to identify who your DO NOT want as part of your Core Audience as it is to specify who you DO.

Enter Exclusion Targeting.

Exclusion targeting allows you to specify the demographic, interest or behavioural parameters that you want to ensure ARE NOT part of your Core Audience. Say you’re offering a training course designed to help Small Business Owners get up to speed with the latest digital technologies.

Your ideal target audience may be found within the Small Business Owner Behavioural Targeting parameter however you’ll want to EXCLUDE any Early Technology Adopters from your Core Audience. 

Similarly, by utilising Narrow Targeting (an alternative to exclusion targeting), you’re able to use multiple targeting parameters that your Core Audience MUST HAVE, rather than either-or.

Rather than targeting people who are interested in either clothing or online shopping, you can target audience members who are interested in BOTH to develop a Core Audience which is likely to complete a clothing purchase online.

In Summary

We’ve covered quite a bit of detail over the past 5 posts, so let’s bring it all together.

The key things to keep in mind when it comes to using Core Audience Targeting are:

  1. Core Audiences allow us to access data that has been explicitly provided to Facebook, i.e. data Facebook acquiries via our use of the platform and data from Facebook’s third-party data providers.
  2. When it comes to developing your Core Audiences, it’s not so much about where your Target Audience COULD be but finding the interests and identifiers that ONLY they would be part of. 
  3. In many ways, it’s just as important to identify who you DO NOT want as part of your Core Audience as it is to specify who you DO.
  4. Make sure that you’re A/B testing audiences and adding additional targeting parameters to ensure accuracy across multiple Core Audiences.
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Using Facebook Behavioural Targeting

by with No Comment FacebookSocial Media

In part 4 of our 5 part mini-series on Core Audiences, we cover Facebook’s Behavioural Targeting Capabilities.

If you’re yet to, please read the previous three post in this series on:

  1. Core Audiences
  2. Demographic Targeting
  3. Interest Targeting

If you have already, then let’s get stuck in.

What Is Facebook Behavioural Targeting?

Behavioural Targeting allows you to shape your Core Audience based on the purchasing behaviour, their browsing behaviour, their intent to purchase or use particular products or the devices they use.

The data which underpins these parameters is a combination of Facebook’s first-party data as well as data purchased from third-party partners within each country.

So let’s break down we use each of individual Behavioural Factors and how they can define your ideal target audience:

Automotive

Allows you to target owners of particular vehicles or those in the market for a new or used vehicle.

You can also hone in on the type of purchase they are looking to make, as well as whether they currently lease, finance or own their car outright.

Charitable Donations

Allows you to identify someone who has a higher propensity to donate to charity and the types of causes that they are most likely to support.

Digital Activities and Devices

An incredibly powerful targeting parameter tied to our tracked behaviour online.

Within these fields, you can target people based on the following: 

  • Browser
  • Device
  • Network
  • Operating System
  • Whether they are an early or late technology adopter
  • Whether they are a Facebook Page Admin, Event Creator
  • Even if they are an avid Photo Uploader

Given their distinct behaviour online, you can also target Small Business Owners within this category.

Purchase Behaviour

From Business Purchases to Clothing, Household Products to Subscription Services, this parameter allows you to target the existing purchase behaviour of your target audience (or a high intent to purchase from within these categories).

You can use this targeting option either to get in front of those in the market for the product or service that you sell or to promote a complementary product or service based on something they have recently purchased.

Financial

Tailored-made for the finance sector, this parameter allows you to identify members of the target audience based on their banking behaviour, the type and number of investments they have – even the spending methods that they prefer to use.

Travel

Finally, this parameter allows you to identify the level of travel which your target audience undertakes.

From Business Travellers to Commuters, from Family Vacationers to Frequent Flyers, within this component of the Targeting platform, you’re able to specify any notable travel-based characteristics that your ideal target audience exhibits.

This targeting parameter is perfect for advertisers for travel, tourism, or products or services that complement travel (e.g. insurance).

Behavioural Targeting Caveats

Remember, this behavioural data is a combination of data captured by Facebook and data provided by local third parties. 

This data source means that when you incorporate these into your campaign, make sure that you’re testing audiences or adding additional targeting parameters to ensure accuracy.

What’s Up Next?

In the next and final post of this Core Audience mini-series, we cover the importance of Exclusion and Connection parameters within your Core Audience. 

These parameters allow you to refine your target audience profiles and ensure that you’re laser-focused on your ideal customer or client.

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Using Facebook Interest Targeting

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In part 3 of our 5 part mini-series on Core Audience Targeting, we have a piece dedicated entirely to Facebook’s Interest Targeting Capabilities.

If you’re yet to, please read watch the previous two post in this series: 

If you have already, then let’s get stuck in.

What Is Interest Targeting?

So Interest Targeting is where Facebook’s powerful Ad platform comes into its own.

Interest Targeting is how you’re able to find your ideal target audience based on their passions and the type of content that they engage with on and off Facebook. 

Facebook stores this continuously updated data at an individual user level based on the Pages we follow on, the articles, videos and content we engage with, and the links/ads we click.

All this is explicit and implicit information we provide Facebook with each time we log on.

Now, when it comes to specifying the interests you want to target within your Core Audience, you have two options:

Option 1: Browse Through Interests

You can browse the range of Interest categories that Facebook has already collated and select those best suited to your target audience. These include;

  • Business & Industry Interests
  • Entertainment Interests
  • Family & Relationship Interests
  • Fitness & Wellness Interests
  • Food & Drink Interests
  • Hobbies
  • Activities and Events
  • Shopping
  • Fashion
  • Sports
  • Technology

Within each of these categories lie more detailed child categories.

For example, if I was looking to target those interested in becoming a member of a gym, I could target the ‘gym’ interest grouping. This ‘Child 

Category’ is found under the Fitness and Wellness ‘Parent Category’.

Option 2: Specify Interests

Rather than browsing the existing interest categories, Facebook has curated, you can specify your own by typing interests you’d like Facebook to target.

These can be anything from activities, celebrities, magazines, Facebook pages, whatever articulation of an audience’s passion point you can imagine.

If you’re opting for this option, make sure you’re making the most of Facebook’s suggested Interests. These will appear once you’ve selected one or two interest options as Facebook offers other interest targeting options closely aligned to those already set.

The Key To Success: Be Specific

Whichever option you choose, the key is to ensure that you’re focusing in on the specific interest areas that are unique to your target audience; the areas that they are MOST passionately involved.

For example, say I was selling a new set of golf balls specifically designed to help weekend golfers improve their handicap. I could target “Golf” as an interest category; however, this would be too broad, ranging from pros to armchair enthusiasts.

Similarly, I could target “Tiger Woods” however this would also be too broad, encompassing those who are more mainstream fans of the sport or his celebrity. Instead, far more focused options would be to target information sources that this audience would go to for tips to improve their game, such as YouTube Tutorials or Magazines.

Remember when it comes to Interest Targeting, it’s not so much about where your Target Audience COULD be but finding the interests and identifiers that ONLY they would be part of or would be most passionately involved.

Stay Tuned!

In the next post, we’ll build on both Demographic and Interest targeting to show how you can add Behavioural Targeting to refine your audience.

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Using Facebook Demographic Targeting

by with 3 Comments FacebookSocial Media

In part 2 of our 5 part mini-series on Core Audience Targeting, we cover Facebook’s Demographic Targeting Capabilities.

If you’re yet to read the first post, an introduction to Core Audiences, then make sure you check that out first.

If you have already, then let’s get stuck in.

Introduction To Facebook Demographic Targeting

So when we’re talking about Demographics Targeting on Facebook, we’re talking about being able to access;

  1. Data that we’ve explicitly provided to Facebook (like our age and where we work)
  2. Data that we’ve implicitly provided to Facebook by using the platform (like our location or major Life Events)
  3. Data from Facebook’s third-party providers (such as household income and composition).

Now, let’s breakdown the individual Demographic Factors that you can choose from and how each can define your ideal target audience.

Age and Gender

This factor is a pretty basic targeting option, which means we won’t spend too much time on this.

We recommend that if you’re targeting by age, allow some room either side of your sweet spot target. 

So if you’re ideal customer is men in their mid-twenties, set your targeting parameters from 21 – 29 to ensure you’re capturing all prospective customers.

Relationships

Relationship targeting involves targeting whether someone has identified themselves as single, in a relationship, engaged, married and more. Again this is relatively basic targeting which will apply to some products and services more than others. 

This parameter is highly relevant for:

  • Dating services
  • Those within the wedding industry
  • Travel companies

These advertisers can leverage this parameter for their product offerings.

We’ve interestingly seen quite a lot of advertising for law firms making the most of this targeting feature for newly separated couples.

Location

Location targeting falls into three main options

  1. Everyone within a Location
  2. People who have recently visited a Location
  3. People who are travelling to a location.

Remember that this is data isn’t necessarily explicitly provided to Facebook; it’s provided by our use of the platform and through IP and Location Tracking.

Pay attention to this parameter if your business targets tourists or visitors to an area rather than residents.

Languages

This parameter is another self-explanatory one. 

However, it can be vital to including or excluding key fragments of your target audience.

Unless the language that you’re focusing on isn’t particularly common within the location that you’re targeting, we’d recommend just leaving this blank.

Education

Now things are starting to get interesting!

Within this section of your Core Audience, you can specify the Education parameters that your targeting audience have previously completed or are currently studying; from Education Level to Field of Study to Schools to the year they graduated.

We find that this parameter can be a beneficial complement to people targeting a particular industry or occupation rather than just relying on Job Titles alone.

Work

Of all the Demographic targeting parameters, this one is the most relevant to those marketing B2B products or services.

Within this parameter, you can focus in on the type of industry your ideal customer works within, what their job title is – even who their Employer is.

If you’re targeting a B2B audience, we strongly recommend focusing primarily on this parameter for much of your targeting – it’s incredibly accurate while providing a significant scale of audience members.

Financial

Within this targeting parameter, you can specify the income levels of your target and their level of affluence.

If you know the approximate household income level of your ideal client or customer, then this is an excellent targeting parameter to trial for your business.

Just remember that this data is a combination of Facebook data and data provided by local third parties so we’d recommend either A/B testing audiences or adding additional targeting parameters to ensure accuracy.

Home

This parameter is an incredibly powerful option for those within the property, construction, household services and insurance industries.

Within this parameter, you have the option to specify the following: 

  • The type of home your target audience currently lives in
  • Whether they own their home or are renting
  • The composition of that household
  • Who else they live with

Again this data is a combination of Facebook data and data provided by local third parties so ensure that you’re A/B testing audiences or adding additional targeting parameters to ensure accuracy.

Parents

If your business targets those with Children (or their close relatives), then make sure you’re taking advantage of this demographic targeting option.

From Expecting and New Parents to those with Adult Children, you’re able to target the full gamete of those with kids with highly relevant messages based on their child’s age segment.

Life Events

If you’re in the events industry or provide business or services tied to specific occasions, then this parameter should sit at the core of your Facebook campaigns.

Within this parameter, you have the option to target people: 

  • In a new relationship
  • With an upcoming anniversary
  • Who have recently moved homes or jobs
  • Who have recently become engaged or newlywed 
  • Currently away from Family
  • Presently in a long-distance relationship.

Within this factor, you can also target friends of those who fall into any of the above segments. 

This targeting is perfect if your business involves the sale of products or services which can are commonly gifted.

Stay Tuned!

So there you have it – some incredibly powerful Demographic Targeting parameters that you can use to start developing your Core Audiences.

In the next post, we’ll build on this by covering how you can use Interest Targeting to get even more focused on the passion points of your target audience.

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Finding Your Ideal Prospects Using Facebook’s Core Audiences

by with 4 Comments FacebookSocial Media

Welcome to the first part of a 5 part mini-series on how you can use Core Audience Targeting to find your ideal customers or clients on Facebook or Instagram.

If you’re looking to improve the effectiveness of your Facebook Advertising campaigns or want to get started on the right foot, then this mini-series is for you.

What Are Core Audiences?

Facebook’s unparalleled targeting capabilities come from the fact that we can pull from arguably the most extensive online collection of first-party data (provided by Facebook and advertisers) plus third-party data from Facebook’s localised consumer data providers.

Core Audiences allow us to access this data and define the parameters which represent our ideal target audience. From demographic information such as location and lifestyle factors to interests and passion points to online and offline browsing and of course, purchasing behaviour – it’s all at your fingertips.

Core Audience Targeting is unlike Custom Audience or Lookalike Audience targeting which leverages existing customer data possessed by an advertiser. 

Instead, Core Audience Targeting is where leverage Facebook’s data to find the ideal target audience for our campaigns.

Core Audience Categories

When it comes to creating a Core Audience for your campaigns, there are four main categories from which to select. There are:

Stay Tuned

We’ll cover all four of these over the next four parts in this mini-series so make sure you join us for the next post in which we focus specifically on the Demographic Targeting component.

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Social Media Does Not Make You Sales

by with No Comment Social MediaVideo

In this article, we point out something that may seem obvious, but many people don’t realise, and that is social media does not make your company sales!

Ok, so let me clear up what I mean by ‘social media does not make you sales’.

What I do not mean is that social media activity, be it paid or organic, will not result in sales. 

I mean that social media activity cannot do all the heavy lifting.

Social Media Cannot Do Everything!

There is no perfect Facebook or Instagram post/ad that will result in money ending up in your businesses bank account. 

Now, as I said before, this might seem like common sense, but we frequently have prospects and clients think that we can magically run a Facebook advertising campaign and fill up their wallets.

Now before you start thinking that social media is worthless, which is something that I do not want you to think, I will remind you that I did say the social media can result in sales. 

However, to do so, you need a reliable, repeatable sales process that turns leads into customers. 

You Need A Reliable, Repeatable Sales Process

To use an oversimplified analogy – think of social media advertising as a traffic store. You go there to buy traffic or visitors. 

We use social media to drive qualified traffic, that contains people that look like your ideal customers, to your website or landing pages. 

It’s the job of this conversion asset – the landing page or your website – to turn this traffic into a sales lead. 

Finally, it’s the job of your sales process to turn this lead into a sale. In the absence of a reliable, repeatable sales process, you won’t have a deal. 

It’s up to your sales team to make the sale. Social media activity can result in sales – but it does not make them for you.

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6 Essential Elements Of A High Converting Landing Page

by with 2 Comments Social MediaVideo

In this article, we discuss the six essential elements of a high converting landing page. 

If you’re running paid advertising but just not getting the results that you want then this article is for you!

#1. An Engaging Hero Section

So firstly let’s clarify what a ‘hero section’ is.

The hero section is the area of a landing page that appears on your screen when it first loads before you scroll. 

The hero section is vital because on the web, seconds count, and your first impressions are essential.

Otherwise, people will hit the back button on their browser, and they’re gone forever! 

To avoiding bouncing traffic, the hero section needs to be highly engaging, including:

  1. A fantastic headline
  2. A supporting subheading or tagline and
  3. A great image or background video.

One Additional Pro-tip: Is that you should have complete alignment between your ad creative and your hero section on your landing page. As an example, if your ad creative says “Your Hot Water System Fixed Within 4 Hours Guaranteed”, then make sure your landing page headline says the same thing.

#2. A Unique Value Proposition

In other words – why the heck should someone choose you and your business?

What are you offering them that no one else is? 

My previous example of a guaranteed fix to your hot water system within 4 hours is a clear value proposition. Suppose it’s between this and a competitor promising a solution within 24 hours, who do you think will capture the lead?

Thus, make sure you possess and communicate a unique value proposition.

#3. Clear and Concise Copy

You have to balance the line between effectively communicating the benefits of your product or service and ending up with an overwhelming amount of text.

Massive blocks of unbroken text are an absolute conversion killer. 

Thus, keep your copy easily understood and to the point.

When writing your landing page copy, rather than merely talking about your product or service, make sure that you include number 4 below.

#4. Social Proof

Social proof is a fancy way of saying things like client testimonials or customer reviews. 

It is proof that your business genuinely delivers the benefits that the landing page states it does. 

Honest and believable testimonials and reviews will give your landing page much-needed legitimacy in the eyes of the visitor.

#5. Clean and Modern Design

In my opinion, nothing is a worse credibility killer than a poorly designed landing page.

Now, that is not to say that you need an award-winning design for a high converting landing page. However, the inverse of that statement is definitely true.

If you have poor design, poor legibility, poor user experience, then your conversions will suffer. 

By making sure that your landing page uses a clean layout, professional imagery and a modern design aesthetic, your conversion rates will improve.

#6. One Clear Call To Action

Your landing page must have a clear call to action with a single conversion objective.

One objective only;

  • Submit an enquiry
  • Complete a download
  • Make a purchase
  • But not all three!

After all, that is the whole point of using a landing page, to ensure that the visitor only has two options:

1. Take the action that you want them to, or;

2. Leave.

Despite that being the reason that landing pages exist – we still consistently see landing pages that have too many calls to action! 

These include ‘give us a call’, ‘submit your information’, ‘get a quote’, ‘join our newsletter’, ‘follow us on social’, ‘leave a comment’, and too many more – this gives the visitor too many options!

Rather than giving you multiple bites at the cherry, which is what people mistakenly think it does, it just dilutes your message and lowers your conversion rates.

In Summary

  • #1 Engaging Hero Section: Quickly capture someone’s attention
  • #2 A Unique Value Proposition: Why should someone pick you or your business?
  • #3 Clear and Concise Copy: Communicate a benefit, but do not overwhelm them with words
  • #4 Social Proof:  Back up your claims with real people who like what you do
  • #5 Clean, Modern Design: Look good, convert good.
  • #6 One Clear Call To Action: Be single-minded and don’t go for multiple bites at the cherry,

Do all of that – and you’re on your way to a high converting landing page!