Eight Ingredients for Creating Landing Pages That Work

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If you’ve recently invested in an online marketing strategy, that includes some combination of affiliate marketing, Facebook advertising, PPC, social media, and SEO –  then you should be expecting an onslaught of traffic to your landing page, right? Wrong!That idea works great in theory. However, in reality a landing page needs to be handled with kid gloves. Here are eight essential principles for building a landing page, as a part of a broader web marketing strategy.


1. A concise and clear call to action (CTA)

6 ways to stimulate social media engagement for the real estate industry
1. A concise and clear call to action (CTA)

This is the end goal – the pot of gold at the end of the rainbow. Therefore it needs to work hard for you. It’s more than simply words, ‘Sign Up Now’, ‘Start a Free Trail’ or ‘Shop Now’.

There should be no distractions and extraneous data that obfuscates the main goal. The best landing pages are simple, and accentuate one goal, and one goal only.

Consider what should remain above the fold. This means the information that appears on the site before scrolling is required. This part of the web page should have everything in a nutshell.


2. An offer or promise

2. An offer or promise

Visitors to your landing page will be thinking, what’s in it for me? There’s no other way with web marketing. Also, that’s just the psychology of human beings. This is why it’s important to have an offer or discount in place, in exchange for getting what you want from website visitors and getting their personal information.

Effective landing pages, with incredibly high conversion rates, move the customer deep into the conversion funnel. These sites gather information from visitors, in exchange for an offer or discount. After a time, the visitors can unsubscribe without a fee. In every sense – this is a win-win.  You can foster a sense of urgency by making the trial offer for a limited time.


3. Keep it simple

This TED talk below is about the paradox of consumer choice. Research has shown than when consumers are given too many choices, they ultimately take longer to make decisions, and often are put off completely.  Therefore, the simpler you make your landing page, the more effective it will be.  Narrow down the focus, be brief and succinct, and reap the benefits.

The paradox of consumer choice

4. Give me one reason to stay here

5. A catchy and memorable headline

In the obscure and largely forgotten 90’s song by Tracey Chapman, he asks us to ”Give me one reason to stay here…you gotta make me change my mind”. This is precisely what we must provide visitors to a landing page. Think of benefits, features, and how the product or service fulfils a need or solves a problem for customers.


5. A catchy and memorable headline

Visitors to your landing page got there for a reason. It’s the job of the headline to get them to pull up a chair and stay there a while. It takes a fraction of a second to decide whether or not to stay on a landing page.  See this example from Treehouse

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6. An Intuitive Layout for Multiple Devices

Eight Ingredients for Creating Landing Pages That Sell!
Consider how the website user will navigate through your website – UX or user experience

Bear in mind that the landing page that’s visible on your mammoth HD monitor, will be different from what other visitors see on older or smaller devices. Therefore, keep this in mind with the design. Keep the vital messages in the centre top of the screen, such as the headline, logo and call to action.


7. Appropriate and engaging visuals

Sometimes visuals can work well to express an abstract emotion

Don’t fall for crappy gifs, stock photos or poor quality videos. Visuals can be powerful when used correctly and sparingly. Sometimes visuals can be used to express an abstract emotion or theme of a blog, but only in a way that will make this obvious to the reader. Also you should avoid including videos that start automatically when the user opens the landing page – This is a cardinal sin. It’s intrusive and annoying, and guarantees that people will exit the landing page as soon as possible.


8. Badges of social authority

8. Badges of social authority
8. Badges of social authority

Always include social media links. If you have been established a while, then it’s also a good idea to include links to press clippings, testimonials, and a portfolio of work. This establishes credibility, authority and verifies that your business is a respectable player.  Don’t overdo it with self-aggrandizement though. Instead aim for simplicity and plenty of white space, with links to more information, should the visitors want to dig further.


Is your content working hard and producing good enough results for your business? Find out with a free content audit!

Four ways to turn your social media and email marketing into a well-oiled machine

Four lessons in turning your social media and email marketing into a well-oiled machine

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Social media marketing and email marketing may seem a little redundant in the brave new world of AI and emerging technologies. However, they are still a powerful part of any marketing arsenal.  Think of social media and email marketing as the Neil and Tim Finn of the online marketing world. They just play really well together! 

Social media and email marketing are the Neil and Tim Finn of the online marketing world

Here are some key ways to seamlessly integrate your social media and email marketing efforts, then watch as new customers come within your reach.

Lesson 1. Email marketing Is not the daggy jumper you should throw away

Email marketing has somehow earned the reputation in online marketing circles as being akin to a  hand-knitted jumper with a dog motif.  But ask yourself, how many times have you checked email today or this week? According to email marketing research by UK based think tank Econsultancy, in 2017, 74% of client-side marketers rated email marketing as being either excellent or good for return on investment. 

Lesson 1. Email Marketing Is Not the Daggy Jumper You Should Throw Away
Lesson 1. Email Marketing Is Not the Daggy Jumper You Should Throw Away

That’s a pretty good reason to continue with email marketing. Although the landscape has shifted quickly in recent years, with AI and personalisation becoming the driving force behind email marketing campaigns.

Lesson 2: Create clickable content but not Click Bait

Lesson 2: Create clickable content but not Click Bait
Lesson 2: Create clickable content but not Click Bait

If you create a compelling and informative email newsletter, that tells people something that they didn’t already know – they may be compelled to share it. 

Always Connect

Any integrated social media and email marketing campaign should be united by genuine attempts at connecting with your audience. This doesn’t necessarily need to be a monetary incentive or discount offer. The invitation to connect could be far more personal and authentic than that. It could include:

Interesting, relevant content

Interesting and constantly refreshed content that is made to be compelling, informative and enjoyable to your audience and touches on what matters to them.

Training, support and the opportunity to build genuine connections

While monetary and discount rewards are relevant for generating quick sales. This doesn’t engender long-term customer loyalty. Instead, loyalty is built by having genuine and personalised conversations with your audience. This could be through offering support, training or knowledge-based rewards to your audience that build trust. Email and social media are perfect distribution channels for this.

Lesson 3: Optimise and test your email marketing

 Lesson 3: Optimise and test your email marketing
Lesson 3: Optimise and test your email marketing

Any primate with an opposable thumb can slap an opt-in button onto an email. However, a true email marketing artisan will test as well. It’s always a good idea to run some A/B testing on your eDM and your website for various opt-ins. Test various colour combinations and combinations of text and positioning on the page to find the most effective formula. Optimise and test your eDM itself to see what resonates best with your audience. Where it’s possible, you should personalise your email marketing through CRM personalisation tools (like those available in HubSpot and MailChimp).

Lesson 4: Offer loyalty incentives

 Lesson 4: Offer loyalty incentives
Lesson 4: Offer loyalty incentives

According to the Data and Marketing Association’s latest report, many brands are missing out on the benefits of customer loyalty initiatives. Only 49% of marketers in the survey said their company offered such a scheme.

Interestingly, it wasn’t only monetary incentives that interested the consumers in the study. Consumers also wanted rewards based on location, personalised emails, and game-like challenges.

Leverage these four lessons for integrating both social media and email marketing, and you will have mastered a valuable skill for cross-promoting your products or services. Good Luck!

Do you want to integrate your social media and email marketing into one well-oiled machine? Get in touch with me below.

Ten Great Ways to Optimise your Landing Page for Conversion

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By Athena Dennis 

No matter what kind of business you’re in, your website needs to effectively sell your offerings.

Organisations that deliberately and consciously invest in conversion optimisation are twice as likely to see a boost in sales.

However the reason many businesses don’t, is that they are far too focused on BAU – the business as usual syndrome.

When more pressing tasks need to be addressed right now, then optimising the home page of your website takes a backseat. Although what could be more important than ensuring your website visitors convert into sales?

In this article we will explore research into conversion optimisation and UX and how your business can implement some fixes to increase customer conversion. 

1. Use product videos on your landing page

Recent research by HubSpot found that using a self-explanatory product video on your landing page can increase conversion of 144%. 

Ten Great Ways to Optimise your Landing Page for Conversion

2. Create multiple landing pages for your products and services

Landing pages can be tailored and customised to your Pay Per Click advertising. Put yourself in the website visitor’s shoes.

If a website visitor clicks on a Google Ad and gets forwarded to your home page, not to a page that directly relates to the ad – will this visit convert? Most likely no.

That’s because when someone clicks on an ad, they are after a specific product or service on your website. They don’t want to read all about your other offerings or your staff or blog posts – that’s irrelevant to them. Instead they want to be taken to a page that will give them pricing and everything they need to purchase, with the minimal effort, if they don’t get this information easily – they leave. 

Tailoring your landing pages to have the same content as your PPC ads is really important. 

3. Keep the headline simple and related to your USP

You only get 0-8 seconds to tell a compelling story with website visitors. If your headline isn’t good enough, people will abandon their session.  

A great way of ensuring you have the best headline is to split test your landing page’s headline for different visitors, to see which one works best.

Headlines should be short, make an impression quickly and tap into the pain points of the customer and how the product or service alleviates these pain points. 

Here are some examples

Ten Great Ways to Optimise your Landing Page for Conversion
Airbnb
Ten Great Ways to Optimise your Landing Page for Conversion
Treehouse

4. Keep your call to action above the fold

Whether you decide to use an opt-in form or a button to gain conversion, keep this prominently placed. 

‘Above the fold’ means that the content is visible to website visitors before they have to scroll down the page. This technique is obvious for the brand landing pages mentioned in the previous section. 

5. Make sure that your images and graphics mean something

Using stock photos on your home page without any context and direct relationship to your products or services isn’t good enough anymore. 

So how do you correlate stock images to your own brand? You could superimpose a customer testimonial or short quote from a customer over the top of your stock image to make it relevant. 

When I advised one of our clients how to optimise their landing page, this resulted in highly relevant and engaging landing page at very little additional expense.  

6. Use the landing page to overcome common obstacles to purchase

Ten Great Ways to Optimise your Landing Page for Conversion

Firstly, do a bit of market research into the kinds of reasons why prospective customers may be turned off from purchasing from your business. 

These reasons may be manifold, but if you can resolve some of these doubts on the home page, then you should use this opportunity to do so. 

If your product is largely unknown and also highly priced, in your headline, you should allay website visitor’s concerns by clearly mentioning the 30 day money back guarantee in your headline. 

If your product is in a controversial vertical, such as clothing made in Bangladesh, you could have a video on your home page showcasing the production process. You could use the homepage as an opportunity to allay customers’ concerns about the ethical standards of this workplace and the workers’ rights. 

7. Make opt-in forms easy and breezy to complete

As a web user yourself, you will understand the frustration of completing an opt-in form that seems to have a thousand fields. 

So make it easier for your website visitors by only asking them for the very bare minimum of information. Their name, email and telephone will do. 

8. Use a ‘chat now’ pop-up plug-in

According to the VWO blog adding a chat now plugin is estimated to increase customer signups by 31%! A simple pop-up can be answered by a chat-bot initially and then forwarded for human interaction to the website content manager. 

Ten Great Ways to Optimise your Landing Page for Conversion

9. Add testimonials to your home page

Testimonials and customer recommendations are worth their weight in gold for gaining more customers. Ensure that you use these prominently on your landing page in an interactive or automatic slider. 

​ 10. Make your CTA button the most prominent and obvious element on the page

Split test the copy for your call to action button and also the colour of the button itself. One study showed that simply changing the button colour to red increased conversion. 

There are many factors that impact the conversion rate for a website. You can get a comprehensive assessment of your brand messaging, marketing and communications needs for your landing page by getting in touch with me on +61 3 9028 7745 or hello@athenacreativeweb.com

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Six creative ways to get more customer testimonials

Six creative ways to get more customer testimonials

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The most effective way to grow your audience is through the power of testimonials. Testimonials are the old-fashioned way to build reputation and legitimacy for your brand. Sometimes the old-fashioned methods of marketing are the best ways!

Although without the right tools at your disposal, getting testimonials can be like pulling teeth. The most effective ways to get testimonials is to leverage the power of the internet.

​ 1. YouTube Unboxing Vlogs

Probably the most powerful customer review or testimonial at the moment is an unboxing video review on YouTube. This kind of review entails a vlogger literally receiving a package from a brand and then unboxing, assembling, using and assessing the product for the first time, while filming for YouTube.

This form of review is ideal for consumer tech, FMCG or retail brands. Building a vlogger outreach component into your marketing strategy will pay dividends, with increased sales. This is because having a prominent and popular vlogger endorse your products in the video is a bit like the holy grail for marketing right now.  It is possible to sponsor an unboxing segment on vlogs, but that makes it less genuine.

B2B brands can still get in on the action with vloggers and user-generated storytelling too, it just requires a little more creativity in the approach. 

You could ask permission from the Vlogger to use their vlogs on their own social channels and to quote the most praiseworthy parts as text-based testimonials on their website. This could lead to relationship-building with the prominent blogger, and them being aware of your brand. This is how genuine collaborations and vlog reviews happen. Become a fan of theirs first and share their content. Then, after a few months of doing this, you have some leverage to ask for a review.

Six creative ways to get more customer testimonials

​ 2. LinkedIn Recommendations

Linked In recommendations are great. However you can’t leave a recommendation for a company page, only for individual people. Nonetheless, this is a fantastic opportunity if you happen to be an owner/operator or sole trader.

For larger organisations, it’s still possible to leverage Linked In for company reviews. Encourage individual employees to ask for testimonials from clients regarding specific projects they worked on. Then obtain permission from these individuals to use these testimonials on the testimonials page of the organisation’s website. 

3. Facebook Reviews

If you have a Facebook page and you’re setup using the business template, then your page automatically comes with a tab for testimonials.

You can rearrange the order of these tabs and how they appear on your Facebook page by going to settings and then selecting templates and tabs. From there you can move around your tabs so that reviews/testimonials appear at the top. Then you can ask your followers to leave you a review. 

4. Incentivise customer reviews online and offline

When a customer purchases from you online or in-person, use that opportunity to encourage them to provide feedback. This could be printed on the back of a receipt. Or the prompt could be in the form of an automated email that triggers after a customer completes the website’s check-out or receives their goods in the post. Incentivise this process by offering the chance to win a prize.

Six creative ways to get more customer testimonials

5. ​ Scrape the internet for reviews

Lots of reviews and feedback will remain hidden from your business without digging on the internet to find them. These reviews could be on message boards such as Reddit, industry forums, blog posts, comments under news articles or in social media.

The best way of getting to these reviews and testimonials is by using Google Alerts and Social Mention. You can set up email notifications for specific keywords related to your organisation, such as product or service names, the names of senior leaders in the organisation or any other term you like. 

6. ​ Online directory websites

Common search directories such as Yahoo LocalYelp and Google My Business allow customers to easily provide feedback and testimonials. In the case of Google, the more reviews people give your business, the more your organic search ranking is boosted. So this is one reason to encourage Google reviews.

It is possible to triage and respond to negative feedback or reviews from this platform and get notifications when a new review comes in.  It’s always a good idea to have an updated listing on these websites, as it’s just another way for the customer to reach you online.  In your print and email marketing you can guide customers to leave a review on Google to gain more reviews over time.  

Six creative ways to get more customer testimonials

A word of warning about negative online reviews

Despite all of the praise-worthy and heartening feedback left by clients, opening up multiple platforms for online reviews comes with its own risks. You can mitigate against these risks by subscribing to email notifications from these platforms. This will inform you when a new review comes through. When a negative review comes in, ensure that you provide prompt, helpful and positive response to the individual.

Instead of avoiding the issue, address it honestly and humbly and always turn the negative feedback into a positive for the business. The only way that a brand can succeed is by understanding when a part of the process, product or service is broken and then taking the necessary steps to fix this internally. View it as a positive if it ultimately makes your organisation better.

So are online reviews and testimonials worth the effort? Absolutely! Not only are they great for building brand reputation, negative reviews can be used as a powerful learning curve for the business, with the potential for positive outcomes.


Do you want help to find customer feedback and use it to the fullest in your business? I offer a free content audit, which can show you how you can leverage all of your existing content. What’s great and what should be improved. 

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6 ways to stimulate social media engagement

6 ways to stimulate social media engagement for the real estate industry

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Here’s an industry guide on how to structure your social media and content strategy for the real estate industry. In my experience, employing these tactics will help you to get the best outcomes, such as qualified sales leads and call-back requests.

1.   Plenty of visual and video content

This principle is really a no-brainer. It applies equally to all industries. Visual and (even better) video content are the clear winners for engaging with prospective buyers.

Research shows that 74% of social media marketers use visual assets in their social media marketing, ahead of blogs (68%). And Tech giant Cisco projects that global internet traffic from videos will make up 80% of all internet traffic by 2019.

The importance of great quality renders of the interiors and exteriors of the homes/buildings can’t be emphasised enough. This is the bedrock of any real estate social strategy. From these renders you can build stories about the new development that are future-focused and aspirational.

In terms of generating this high quality visual and video content – many real estate developers enlist the help of a creative design agency. Although your social media manager should able to generate this content themselves using affordable or free tools like Canva and HitFilm Express.

6 ways to stimulate social media engagement for the real estate industry

2.   Updates on construction through timelapse footage 

Social media updates on construction will help to allay the concerns of prospective buyers. This is particularly important for buyers who have already made a deposit. These people need reassurance that the build is all going to plan and that they can move into their amazing new home on schedule. 

Social media is a way to showcase construction progress through the use of timelapse footage of buildings going up. Not only does it have a practical purpose of addressing buyers concerns, but it’s also a remarkably engaging piece of visual storytelling which can be used in a multitude of ways. A timelapse could be pitched as a part of a media kit to real estate media, used in the property or development ad, or used on social media.

Timelapses demonstrate the competency and care taken by the developers and all those involved in the construction process too. Failing the ability to obtain timelapse footage, the next best thing is still images. 

6 ways to stimulate social media engagement for the real estate industry
An example of a Facebook post I created, containing a timelapse video and used in both a paid campaign, with the mainstream media and in organic Facebook posts.

3.   Don’t forget the middle of the sales funnel

Although a lot of time and effort goes into attracting prospective buyers, not as much effort goes into maintaining the communication once the customer is over the line and has put down a deposit. 

This is a mistake, because there is a huge opportunity that is missed. The interim period between putting down a deposit and the settlement date is a great time to nurture and grow the relationship between the developer and the buyer.

This is “middle of the funnel” time. It’s an opportunity to inform and entertain people about their new neighbourhood. You could provide future-focused content about the community in five or ten years time. This allows prospective buyers to get the complete picture of the economic, social and cultural landscape they will be experiencing once they move in.

You could use a private Facebook group or a segmented eDM for specific buyer profiles such as owner-occupiers or investors, or local versus foreign buyers. Then you can provide content relevant to this audience in a language they will respond to. This builds thought leadership for the brand, and generates a sense of anticipation from buyers about what’s to come. Also this tactic makes the audience feel valued and listened to. As they should, after all they’ve just committed to making possibly the biggest purchase of their life from your brand! 

4. Quizzes and Surveys

Traditionally, quizzes and surveys on social media are treated with disdain across the board. They are considered to be fluffy, silly and pointless. 

But the truth is that quizzes and surveys can yield some of the most valuable insights into the audience. This is the “top of the funnel”, awareness and consideration phase.

It’s important to note though that you mustn’t make the quiz overtly promotional. This is an exercise in giving people a fun exercise to do, while also providing them with information about your product along with other general information. It’s infotainment, but if it’s too promotional you won’t get any quiz completions – don’t treat people like they’re stupid! Assume they know as much as you do about marketing.  

An example of a good quiz:

For a new development showcasing luxurious apartments with over 50 apartment plans on offer, a social quiz could be about ‘What kind of apartment décor suits your personality?’. 

The quiz can match personality traits and behaviours to different kinds of interior design trends along with beautiful images. You could also talk about the different design options in your brand’s new development.  

There’s no scientific veracity to this kind of quiz; it’s purely for fun. But, as a result of the quiz answers you can find out the most popular design preferences for your audience, their motivations and desires, and their age, gender and other demographic information. 

At the end of the quiz you can include a lead form which when completed allows them to get a call back from your sales team about the properties (subtly) mentioned in the quiz. 

5. Embrace marketing automation

It’s possible through the almighty power of marketing automation to sync and organise all of your sales leads, email subscribers and social media followers into one CRM. This means that you can see a clear pathway through the sales funnel for each customer. 

This has the advantage of offering the ultimate in transparency across teams. Or, if you would like to keep it simple, you could set up automated zaps using Zapier. This will ping or trigger a certain action, once a certain marketing action is taken. This is relatively easy to set up and requires no coding experience. It can automate an enormous range of actions from Google’s products, many CRMs and payroll programs, social media, scheduling apps, you name it. 

Using bots to complete your marketing activities for you is highly effective. You can implement a bot as a chat pop-up on your landing page which will speak to visitors and segment them, without you having to lift a finger!

Bots nowadays can be made to sound human and natural and can be used on Facebook messenger and in your website chat for great results. It has gotten to the point now where it’s difficult for people to distinguish between a bot and a real person. 

6. Sync your media and social strategies

Sales leads through Facebook will peak when positive news coverage appears in the national news media. 

Make sure that your media strategy harnesses plenty of milestones and opportunities to get the message out there. The mainstream media still hold some clout in terms of building the reputation of your real estate brand. All positive news coverage should be shared on social media and reflected upon through the brand’s lens, in order to increase sales and engagement.

I hope you have found this guide to social media marketing helpful for your real estate business. If you would like a fresh perspective on your marketing, get a FREE CONTENT AUDIT today, give me a call on +61 3 9028 7745 or message me below


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