In case you missed Experience Inbound in June of this year, there was one presentation that really stood out to us at Weidert Group: Jeff Coon’s presentation on closing leads with sales pages (Jeff is from Stream Creative in Milwaukee). It was an epiphanous moment for us and led to the “Why didn’t we think of that??” conversation. (All the more reason to make sure you attend next year. You don’t know what you’re missing.)
A client-targeted sales page is a single web page built solely for prospective clients. It’s a customized page aimed at a specific prospect that showcases who you are, what you do better than competitors, and all the ways you can help your prospective clients grow their businesses (those you’ve had contact with and with whom you’d had conversations). A sales page usually includes video (agency principals and staff talking about how eager they are to work with your team), some key information (like a list of clients in the same industry), maybe images and links to some relevant content pieces you’ve created, and perhaps case studies or bios of some of your people that highlight related experiences. Throw in your actual proposal (downloadable) and you’ve got a way to pitch a lead continuously and, ideally, close more leads. And you’re doing it in a helpful, interesting way, not one that’s overly sales-y (or shouldn’t be).
In this post, I’ll go over what we’ve learned so far creating sales page for our own prospective clients, as well as some best practices to be aware of. Hey, you get to learn from our experiences (and Stream Creative’s)! Don’t say we never did anything for you.
How many times have you purchased a car, a home, or anything because you considered the emotional side of it? You think that retiree driving the Miata convertible bought it to haul groceries? Of course not; he did it to feel the wind in his hair, or what’s left of it. People think emotionally about purchases, and it is as true for marketing as it is for mid-life crises. Creating a sales page gives you the opportunity to create an emotional connection that helps drive a decision. By featuring people and their personalities, you make your company more likeable, relatable and authentic. It also helps communicate stability (it demonstrates to prospects that you really know your stuff) and uniqueness (“Hey, that’s a cool bunch of people!”) at the same time.
Another reason sales pages can be so effective is because they’re so visually engaging. Would you rather watch a video of the team you’d be working with or read a PDF document as part of a written proposal? Snooze fest on the latter. All the same information you’d put in a written presentation can be featured on the sales page, while being far more dynamic and lively.
Finally, a sales page can create a little anxiety. Ever heard of FOMO (fear of missing out)? It’s a common issue in our connected social media world, and it’s also true for lighting a fire under a prospect to make a decision or lose out on the potential. Stream Creative experimented with having pages available for only a limited period of time to help create that anxiety and the response to those was often quicker than with pages that had no “limited time offer.”
I don’t know. Seems like a lotta work.
Is anything worth doing easy? Setting up a sales page takes time; the good news is that if you’re using HubSpot you can create a base template and slightly modify each page you need based on the prospect. Your focus should be on making the page as easily editable as possible, whether that’s the front end in the modules section or in the styling markup on the back end. Once the initial setup is complete you can create pages easily with only a few minutes. Our first template took a few hours to create and then some time for internal review, but our second and third templates took far less time. By the third I was only spending half an hour tweaking a few things and, just like that, we were up and running and the page was shipped.
Things to remember.
Here are some key takeaways to remember when building a sales page:
- Remove the navigation on the page. This is the same reasoning behind removing it from a landing page where you’re trying to convert a visitor: it helps keep the lead on the page instead of being distracted and navigating away from the page. Keep your visitors focused.
- Focus on the buyer’s journey when building the content of the page. What pain points do they experience and what are they trying to solve? You need to show the lead that you’re all about solving their problems. Place content on the page that aligns with what they’re looking for – your company’s culture code, case studies, etc. – that showcase your successes. It’s also helpful to have some testimonials from current clients that speak to your work and abilities. Finally, make sure you have your contact information somewhere on the page. If you want them to reach out to you, make it easy for them to do it!
- Gate the page! If you are putting a proposal download on the page that shows pricing you want to make sure that no one can access that content. Password protect the page and provide that to your contacts. You also don’t want Google indexing the page and having random visitors able to find it. Make sure you add no index, no crawl code to the head of the page.
<META NAME="robots" CONTENT="noindex,nofollow">
- If you’re using HubSpot, place all your documents in the Sales Documents section of the site. HubSpot will send you an email when someone has opened the document and tell you who that person is. It’s a great way to see if the lead is actually opening the proposal or any other document you’ve placed on the page.
- Personalize the page to the lead. Add photos of their business, or at least something related, show you know and understand what they do. Use their name in copy, too – it’s far more personal that way.
- Add video. Weidert Group produces a “welcome” video that talks about the proposal and what we can do for the prospect, and a team video highlighting the people within the agency the prospect would be working with, as well as an interesting fact about each (apparently, Katelyn likes pickle sandwiches. Weird.). Don’t make the video too perfect though. The point is to show you’re human, relatable and likeable.
- While we’re on the subject of video: Wistia integrates really well into HubSpot and provides excellent metrics you don’t get when your video lives on YouTube. Wistia provides heat maps and viewing trends showing when viewers interacted with the video, and how much of it they watched. This information lets you know with certainty how likely you are to convert that lead into an actual customer, and what you can do better in the future for your next lead.
- Add analytics tracking using Hotjar. I’ve talked about Hotjar before in another blog post about a comprehensive GDD tool stack. A brief refresher: Hotjar provides heat map and tracking analytics. With Hotjar tracking you can actually see what the leads are clicking on, see if they’re scrolling down the page and even view a screen recording session of how they’re navigating the page as they digest all of your great personalized content. It’s a must-have if you want real insight into what you’re doing.
We still have plenty of learning and experimenting to do here at Weidert Group, but the hope with sales pages is to convert more leads into customers. Give it a shot and let us know how it works out for you!