Month: October 2020

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Revised and updated October 31, 2020

It’s often said you only get one chance to make a great first impression, and that holds true for your company website. The visual appearance and written copy on your sign-up and landing pages must be compelling enough to grab a visitor’s attention and convince them to take the next step in their relationship with your brand.

That can be easier said than done, so to help, we asked 16 members of Young Entrepreneur Council the following question:

In your opinion, what’s one best practice for optimizing sign-up and landing pages on a company website, and why?

1. Simplify your form fields

Ask for simple and concrete information. Complicated, complex forms can cause customers to get tired and decide to leave before completing them. It is important to offer as much comfort as possible in this aspect, requesting only elementary information for registration. This way it will make it easier for the person to continue surfing the web without problems. —Kevin Leyes, Leyes Media & Team Leyes, by Leyes Enterprises

2. Focus on your CTA

An essential component of any landing page is its call-to-action (CTA). If your CTA fails to provoke action in your users, then it’s useless. The entire point of a CTA is to encourage users to click through to give their information. So, make sure your CTAs are optimized for your audience so they produce conversions and boost sales. —Stephanie Wells, Formidable Forms


3. Create an exit intent pop-up

It’s essential to target abandoning visitors. The whole point of a sign-up or landing page is to encourage people to give their contact info. If they try to leave without doing so, you need to try one last time. An exit intent pop-up can help capture visitors who will never come back to your site. It’s a simple way to create a little FOMO in people so they sign up. —Thomas Griffin, OptinMonster


4. Include social proof

Including social proof on your landing page is a good way to get more sign-ups. Reviews, testimonials, and information about who is already using your product or service can have a powerful effect on getting someone to take action. Combined with other basic factors, such as professional design and a clear call-to-action, social proof can make a big difference. —Kalin Kassabov, ProTexting


5. Create interactive experiences

I recommend that you add interactive content to your landing page. Encourage visitors to engage with the content, quiz, or game, and at the end, encourage them to subscribe. This strategy will help you get people invested in what you’ve created, which will encourage them to subscribe so they can see more relevant and entertaining content. —John Turner, SeedProd LLC


6. Offer gated content

Create fantastic gated content. It doesn’t matter how well-designed your landing page is if the actual piece of content you’re offering is obviously not valuable. Create in-depth white papers, templates, and guides that are clearly unique and of value to your audience, and the copy and design of the landing page becomes less important. —Kelsey Raymond, Influence & Co.


7. Run A/B tests

A/B testing is an excellent way to optimize your sign-up forms and landing pages. I like this strategy because if you’re regularly reviewing your analytics, you can make educated guesses about changes that will provoke a positive response in the form of more sales and conversions. You can run multiple A/B tests and truly refine the performance for specific pages and campaigns. —John Brackett, Smash Balloon LLC

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8. Make your page mobile-friendly

One best practice for optimizing sign-up and landing pages on a company website is to make them mobile-friendly. Most landing pages are done for a desktop, but metrics show that more than half of the users will visit a sign-up page from a mobile device. It’s important to think about mobile first when assembling or designing a landing page. —Alfredo Atanacio, Uassist.ME


9. Personalize the experience

The best practice for optimizing your landing page is to use personalization. Not every landing page will appeal to every user and that’s fine. Instead of putting out a landing page that targets everyone who lands on your website, create specific instances of your page that appeal to specific users based on the products they browsed on your storefront or the content they read on your blog. —Chris Christoff, MonsterInsights

10. Offer one-click sign-up

Implement a one-click sign-up process. Services like Google OpenID make it super easy to join a free plan or a trial period. The best converting sign-up form is the one that takes the least effort from your leads. —Mario Peshev, DevriX



11. Deliver a clear, precise message

Make your message clear and precise. We tend to make our landing pages beautiful with CTA buttons, excellent photos and videos, and good content—but how clear is your message? How effective is your message for your audience to understand and then to do whatever your main goal is? If your ideas are scattered and content is overwhelming, then you fail and your efforts are wasted! —Daisy Jing, Banish

12. Keep user attention focused on one objective

Manage the “attention ratio.” This is a landing page principle that so many marketing experts overlook. To optimize your landing page for conversion, you need to keep a user’s attention focused on a singular objective. Every goal has a dedicated campaign. Every campaign has a dedicated landing page. Every landing page should have only one call-to-action and place to click to. Keep it simple! —Ryan Meghdies, Tastic Marketing Inc.

13. Hone in on the benefits

Make your headline benefit-oriented. Nobody wants to be asked to sign up for anything out of the goodness of their hearts. Instead, show them what they have to gain. Offer a free trial, a steep discount, or a freebie. Let them know that by signing up or registering, they can solve a problem that they’re facing or get one step closer to a solution. —Amine Rahal, IronMonk Solutions


14. Know the psychological need you’re fulfilling

Understand your customers and the deeper psychological needs you’re fulfilling. Deliver clear, concise, and compelling messaging with strong visuals that touch the heart and mind of your customers and convince them to take action. —Kevin Getch, Webfor



15. Mix and match the best-performing elements

There is no need to reinvent the wheel! Start with all the standard elements of personalization, clear and easy calls-to-action and the rest is optimizing. Split test several iterations of your page to see which elements perform the best for your brand. Mix and match these elements to “land” on the versions that capture the most lightning in a bottle using the scientific method. —Reuben Yonatan, SaasList

16. Be consistent

Be consistent across your advertising pipeline. It’s important that the message that is reflected in your ads is the same message that is found on the landing page. Often people make the mistake of changing too much during an A/B test. The result is a mismatch between the initial expectation of the customer and the delivered result. —Nicole Munoz, Nicole Munoz Consulting, Inc.

RELATED: Conversion Rate Optimization 101

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By Alfie Lambert

For small and medium-sized businesses, LinkedIn can be a gold mine. The world’s largest professional network is packed with useful data, great content, and incredible people. Whether you’re looking for your next hire, prospecting for new clients, or just polishing your brand image, LinkedIn has the tools to help you get there.

If you’re already a regular user of LinkedIn, you know the importance of having a polished profile that contains current information, SEO-focused headings and descriptions, and an updated profile image. However, few businesses are doing the same for their business profiles.

This is shortsighted. Let’s go back to some of the reasons LinkedIn is so useful: hiring, prospecting, brand image. For each of these, having a well-presented business profile is important. Having potential clients and hires landing on a neglected, hastily thrown-together business profile is not good for your brand.

Luckily, with little effort you can see big improvements. The real key is thinking about your Company Page in the same way you would a landing page. Every inch of space is important, and you want to be well-presented and informative while staying concise.

You also don’t have a ton of time to get your point across, at least not at first. Think about the process by which someone arrives at your page, and then how and why they stick around. Their initial landing needs to not turn them off—this is where initial presentation is important—and then it’s all about engaging copy and perceived value.

With that said, let’s get into three steps to a better Company Page. If you follow these tips, you should have an “all star” business profile that will help your company stand out from the crowd.

1. Add a visually compelling cover image

The cover image is the most commonly overlooked area of business profiles on LinkedIn. Often, companies don’t bother to put one up at all, making their page look lazy and unprofessional. And for many of the Company Pages that do have images, they are “tired,” badly sized, or just plain boring. This is criminal. You should not be wasting prime digital real estate like this.

You don’t need to be a designer to create a good image. Use a free graphic creation tool such as Adobe Spark or Canva (the former has preset sizes for most social media platforms), add your brand colors, fonts, and logo … and voila! If you really want to maximize the space, consider adding some additional text that you update regularly: products announcements, offers, updates. It’s a huge chunk of free space (almost a third of the screen above the fold)—so use it!

If you’re looking for inspiration, head to Google and search for “Great LinkedIn Company Page Cover Photos” and follow one of the many links. Remember, your image doesn’t have to be worthy of an art gallery, it just needs to be clean and branded.

2. Grab attention with a well-crafted company description

It’s so easy clog this space with a dry explanation of the company history. Don’t do that. A potted history of your business can go in the “about me” section of your website—you don’t need it here. It isn’t going to engage anyone, at least not at first. Your company history can be useful for clients and prospective employees alike, but it’s not the messaging you want to start with. Save that kind of info for later on when they are already hooked.

My tip here is to talk directly to your target audience, engage with them, perhaps add in a call to action if that’s your goal (“Contact us for all your X needs;” “Come and join the best company culture in X industry”).

The initial wording in your description is the most important. Initially, visitors will only see the first two or so lines of your description, so after grabbing their attention with your cover image, you need to hook them in with your initial copy. Entice them to want to read more by giving them something to get excited about. If you’re struggling to come up with those initial two lines, think about how and why a visitor finds your page and then give them what they want.

It may seem like clichéd advice, but people often forget to put themselves in their targets’ shoes. If you landed on this page, in search of a job or to size up a potential supplier, what would keep you reading?

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3. Create a LinkedIn Showcase Page

LinkedIn Showcase Pages are additional pages designed to—you guessed it!—showcase something. Whether that’s a particular product or service, or perhaps an upcoming launch, Showcase Pages are a great way to frame an announcement. They’re a chance to position your business towards different targets, too. Rather than being bound by a single Company Page, you can create multiple showcases to display the depth and variety your business has to offer.

If LinkedIn is a platform that you wish to use for growth and prospecting, use these pages for B2B lead generation: create a Showcase Page that speaks directly to that target audience and prime them for conversion. And here you can be really creative. If you’re a recruiter, for example, perhaps the page could be a case study for a candidate you placed. Include some calls to action, perhaps something along the lines of “Let us help you to get there too!” If you’re chasing investors, showcase your product as you would on a crowdfunding site; strip away anything that isn’t relevant to making a conversion.

Tip: Keep the Showcase Page name short, as LinkedIn will cut off long names!

RELATED: 5 Ways to Use LinkedIn as a Powerful Marketing Tool for Your Business

About the Author

Post by: Alfie Lambert

Alfie Lambert is a growth and branding expert from London, England. Having worked for many years in the startup scene around London’s Silicon Roundabout, his deep expertise lies in social media and automation tools.

Company: LIX
Connect with me on LinkedIn.

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