Monday, 21 March 2016

The Optimal Landing Page for Consultants

I was recently asked “what does an ideal landing page look like for someone offering consulting services?” It’s a great question.  For over 15 years I’ve been a consultant and built successful consulting companies. I’ve also co-founded several online businesses. So this is a topic I’m familiar with and passionate about. Let’s get right into it. Here’s what you need to know about creating a landing page if you’re a consultant marketing your services.

The relationship the buyer and consultant will create and have is critical. For that reason, the buyer of consulting services will look to quickly gain a sense of what it will be like to work with you as soon as they land on your page.
You Are the Product

As marketers when we create a landing page to drive leads or promote our product we work hard to position it in a way that it grabs the attention and interest of the buyer. That makes sense because the buyer (user) is most interested in whether or not the product will help them overcome the challenge they’re facing? Will it help them get closer to the result they are after? And are the benefits of using the product clear and believable?



When you’re offering consulting services, YOU are the product. The user, in this case the buyer of consulting services, asks slightly different questions. Questions your landing page must answer in order for it to be successful.

These questions include:

Who is the person or company offering these services?

Do they have the expertise to help me solve my problem or reach the result I’m after?

Put another way; are they a specialist and expert?

Do they have a track-record of success and results?

What makes them better than any other person or company in this industry?

These questions are driven by the nature of the buying process in consulting. Consulting services involve human interaction. They are unlike signing up for an online service or buying herbal supplements. When a buyer hires a consultant they know they’ll be interacting with them on a regular basis.

The relationship the buyer and consultant will create and have is critical. For that reason, the buyer of consulting services will look to quickly gain a sense of what it will be like to work with you as soon as they land on your page.

In just a few moments I’ll share with you the specific elements to include on your landing page to achieve optimal results. First, let’s talk about your personality.



Show Your Face


I mentioned above how important the relationship is in the buying process for consulting services. That’s why you got to show your face.

Don’t hide behind your logo and don’t try to make yourself look like a bigger company than you are. It rarely matters. Remember, your prospective buyer will hire YOU because they like you. Because they believe that you can help them. And because they trust you to deliver results. Not because you have a beautiful logo or a fancy sounding name.

VWO published results by one of their users, Jason Thompson, who swapped out a contact icon for his face and saw conversions increase 39%.

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