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Are you offering online goodies like market analysis, foreclosure evaluation, pre-qualification, and other types of information?

If so, you want to maximize every opportunity to convert prospects into clients.  After all, you have prepared your email, sent it to your prospects, and some of them actually clicked on a link in your email to go to your website.  Does your landing page entice them to take action?

"Landing Page" is any web page where the primary goal is "conversion".  This usually means enticing visitors to take some sort of action; e.g., giving up some personal information like an email address in exchange for premium information.

Our internet marketing research revealed the following tips that have worked for a number of real estate companies to boost online conversions and sales.

Landing Page Tips

1.  You've Got 8 Seconds - From the second someone lands on your page, they are deciding whether or not to leave.  This usually happens within zero to eight seconds.  People really do invoke an at-a-glance decision, so it is important what your page looks like when it is displayed.  Here's how to make your best impression first:

   - use a headline that instantly communicate your offer

   - show a picture of the cover of your information report or packet

   - write a short, convincing copy that entices action or to scroll to read more

2.  Follow Your Campaign - Stay with the look and feel of your campaign.  People liked what they saw in your email and are looking to make sure they're in the right place.  Be consistent with colors, images, copy and design.

3.  Keep the White Space - Don't Get Wordy or use too many pictures and graphics fill-in.  Leave nice portions of white space to help the flow and reading.  Be careful to not add little snippet of copy somewhere as fill-in.  This drowns out your intended message and reduces your chances for the person to take the desired action.
 

4.  Use at Least a 10 pt Font - A lot of web pages on the internet are too hard to read.  Have you ever gone to a web page where the font was too small or the text color too light?  Make sure YOUR landing pages are easy on the eye by using large font.  And never use reverse font (white text on dark background) for your main copy.

5.  Create a Definite Eye-Path - You want to lead your visitor's eyes toward your call to action; e.g., that big, brightly-colored "Register Now!" button.  How do you know if your landing page has a clear eye-path?  Get 10 people to look at the page, and tell you where their eyes go.  If you get a bunch of different answers, you've got work to do.  Two rules of thumb for creating an eye-path:

   - Be sure to use a SINGLE copy layout for your main test

   - Locate pictures to the LEFT of the main copy

Also, make your forms easy to fill out.  Make sure they are user friendly, and that all required fields are clearly marked. 

Have a clear goal for your landing page.  Do you want people to call you; email you; or perhaps complete a registration form.  Track all responses and follow-up; after all the end goal is to close more deals.

next:  Getting the Short Sale Sold -Part II

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