You’ve built your landing page. You’re proud of the value it offers. The compelling content will peak interest in potential customers, and your landing page will essentially establish an easy-to-manage funnel for all these new customers. To properly drive traffic to the page, and later convert this traffic. However, vital components and strategies must first be in place.
At LenderHomePage.com, we understand the importance in being able to drive traffic to your landing pages. Ultimately, this leads to new opportunities and customers, which is required to stay competitive.
Lucky for you, we’ve put together our top five hacks that are guaranteed to drive traffic to your page.
SEO & Keyword Research
Let’s be honest for a moment. In the mortgage industry, competition is fierce. When it comes to digital mortgage, you’re up against other loan officers and brokers – many in your local area. With this in mind, you must do everything in your power to ensure keywords on your page are optimized with customers in mind.
This requires you to ask yourself the following questions:
- What would I expect a customer to search for when looking for services I offer?
- What sets me apart from my competition? What can I highlight to differentiate myself?
- Do I want to target a specific region or area?
When you’re putting your landing page together, it’s vital that you consider an SEO plan, even if it’s just covering the basics. Put yourself in the shoes of a customer. What terms are they searching? How are they phrasing it? You can use Google Adwords Keyword Tool or other keyword research tools to help you come up with the actual phrases your clients would be typing in. Make sure you work these keywords into your Title, Meta Description, Keyword, and Image Alt tags, as well as the text of your page.
The reality is, if you’re not doing keyword research, your competition is. It’s a necessary step in making sure pages are optimized to bring in organic traffic once the page is launched.
Building a community and establishing yourself as a credible expert is a great way to build trust with potential customers. One way to do this is by posting content on other blogs that target similar customer personas.
The key here is to avoid being spammy. This isn’t a hack you can quickly implement to get more visitors. But this is something that could potentially pay off for quite some time. It’s going to take research into possible sites and time to build relationships with site owners.
Avoid making the entire post about your offer. Readers will see right through this. But strategically placing calls to action in a valuable piece of content will send you a consistent stream of new leads that would likely not have found your page on their own.
When it comes to optimizing your page for mobile performance, it’s no longer an option. Google is consistently changing its algorithm to favor sites that are mobile friendly. To put this in other words, you’re going to get left behind if you don’t take into account the importance of mobile optimization.
The statistics speak for themselves. According to SmartInsights.com, time spent with mobile digital media in the United States is at 51% compared to users browsing the Internet on a desktop (42%). Over 80% of consumers in the United States have access to a mobile device and over a billion individuals across the globe have accessed the Internet through a smart device in the past year.
You also need to consider the user experience of someone accessing your page. Have you ever accessed a webpage to be traumatized by microscopic font size and the impossibility in filling out a form? A negative experience like this drastically decreases your conversions for your offer – no matter how compelling it may be. To get a feel for the importance of this, think of your own experience browsing on a mobile device. Can you think of a time you’ve abandoned a page because it wasn’t mobile friendly enough?
We all have.
Social Media is an essential avenue to drive traffic to your landing page. And there are two ways to consider using social media – through organic reach and paid social advertising.
You may have noticed that organic views on social media have declined drastically over the years. Many studies have shown that between 2014 and today, organic reach on Facebook dropped from an average of 16% down to as little as 2% for pages with over 500,000 likes. But don’t fret. Hope is not lost.
There are still plenty of opportunities to build a brand as a credible source in the digital mortgage industry through social media. It’s going to take more work to gain exposure than it would have in the past, but it will pay dividends. Once you build a community, share links to your landing pages. Not only is this a great way to drive traffic to an existing page, but you’ll also be able to plan future content by asking your community.
Social media advertising offers the ability to hyper-target an audience. You can target links to offers on landing pages to targets based on age, gender, location, interest, income, college history, etc. The criteria possibilities are nearly endless. There have been many reports of advertisers dialing into the targeting and being able to promote content to an individual. That’s the kind of power we’re talking about.
5. Calls to Action
Understanding the importance of social sharing is huge, but this avenue would under perform without your consideration of strong calls to action. Your call to action is your key ingredient in getting potential customers to take advantage of your special offer. When you’re considering the verbiage and phrasing of your calls to action, you’ll want to come up with variables considering various channels, including:
- Social Media – Social media audiences make decisions much quicker than individuals on other channels. Your call to action must be precise and compelling to persuade the visitor to leave the social channel.
- Homepage – Chances are, your homepage might be the first place a prospect ends up. Point them in the direction of your landing pages through strong and informative calls to action.
- Blog – If you’re blogging consistently, it’s likely these posts are ranking in search results. Don’t miss out on the opportunity to point readers to your landing pages.
- Title Tags – Don’t forget to highlight your offer through a strong call to action that will appear in search results.
Given the nature of calls to action and how they vary per channel, you’ll want to track your success. Test your wording and test what works best. It’s very likely you’ll have differing calls to action for varying channels.
These five hacks will successfully drive traffic to your landing page and convert that traffic. Not only, are they used by marketers in a variety of industries, and they’re also working for many loan officers and brokers in the digital mortgage industry.
While we use the term “hack,” it’s important to note that the level of success you receive as the outcome will heavily depend on the level of effort you put into each category. So get out there, incorporate these methods, and measure the results!
Your well-visited, high-conversion landing page is just around the corner.