This is a special guest post from our friends at Flothemes who offer the best premium WordPress themes for photographers and creatives. In the following article they explain how to create highly converting landing pages for photographers, and how you can use them to help increase your inquiries, build a newsletter list and improve your sales.
What is a landing page?
A landing page is a page on your site that was created for the specific purposes of marketing and/or advertising. It’s the page where a user “lands” after viewing your ad or Google search result. It’s created with a focus around one topic. The aim is to reduce distractions and optimize this page to achieve one goal. That could be to get contacted (you can add your HoneyBook contact form to collect the info you need and start a new project), to get sign ups for a lead magnet (a downloadable resource that allows you to collect emails and pitch those users later), or for the purpose of selling a product.
Landing pages are different than normal pages, the header and footer are normally removed and there’s usually only one call to action. This increases the chance of a user taking action and completing your particular page goal.
Why use landing pages?
Landing pages are proven to increase conversion rates for goals, this means the cost for generating new leads is lowered, making your marketing spend more effective.
Landing pages are great for SEO, as they allow you to focus around one particular topic/keyword. You can best present your work/knowledge around that topic and attract users to your website. This can be particularly effective for localized SEO. For example, as a photographer you may want to talk about wedding photography in Los Angeles, or narrow it down to a specific location in LA to make it hyper targeted. This way you will be able to rank for very specific keywords relevant for your business.
When driving users to your landing page, your messaging should be consistent, whether users are coming from a search result or an ad. For example, if your ad states, save $99 on your first family photoshoot, the landing page message should be “Save $99 on your first family photoshoot” and it should give the user a clear way to claim this offer. This is known as “message matching” which is fundamental to reducing bounce rates and increasing conversions.
In the next section we’ll give you some landing page examples that photographers can use for their business.
Landing page examples for photographers
Now that we know a little more about landing pages, we’re going to explore some landing page options that photographers can use on their websites. We’ll share examples built with Flothemes to show you how you can easily create landing pages on your site with our block builder.
If you don’t use Flothemes, you can apply the same principles for any site as long as your platform gives you flexibility to do so.
We’ll explain how you can use two different landing pages that can easily be created by any photographer to help you generate more client leads, or newsletter sign ups, both which can help increase your sales.
Landing pages for lead generation
Lead generation pages are created with the single goal of maximizing the number of inquiries about your services. This way you can start a dialogue with those users to find out if you’re the best fit for them. There are six fundamental things that you should include when creating this kind of landing page:
Remove Your Header
Remove your menu or any way that the client could navigate off your landing page before they read the content. Remember, this page is focused on providing one goal and that’s increasing leads to your business. So minimize distractions and keep them focused on that one call to action on the page, the contact form.
Header Image and Headline
Add an image that makes people remember you and shows exactly who you are. Craft a headline that explains what’s on offer right away. This headline should match the offer that you are sharing via your ads or search results, which is super important. If you show the user something different than what your ad promised, expect poor results and high bounce rates.
For example, if you are a targeting weddings in Sydney Australia, your headline should reflect that. You could say:
Fine Art Wedding Photographer in Sydney
It’s important to make sure that it explains exactly what you are offering. Using the term fine art can help users know if that’s what they’re looking for right away.
You should include a strong about you section, this lets the user know what you’re all about and what you can offer them with the photoshoot. This is super important as it can differentiate you from all the other photographers that they might have looked at. If you shoot a specific style and want to attract the right type of clients, put in extra time and effort and craft a strong about you section that reflects this.
This could be in the form of a gallery/slideshow, or even links to some blog posts (just note that this can affect your landing page conversions if you send users away to other pages). This is important for photographers, as couples should be able to see what you actually offer in terms of photography style.
It’s likely that the user has never met you in person. To build some trust and rapport with your potential client, you should add some real testimonials from your past clients. You could also include some details of publications/blogs you have been featured in, or any awards that you might have won. Trust is really important and can help improve conversions on your landing page.
If you don’t have any testimonials, it’s time to reach out to your old clients to find out how their experience was when working with you.
Contact Form & Call to Action
Include a contact form and collect the information you need to get the conversation started. It’s important to understand that form length can decrease conversions, but it can also increase the quality of your leads. Take time to make sure you get the maximum amount of value from your form, but don’t make that initial contact overwhelming or difficult.
We usually recommend starting with the basics:
- Name or Names if it’s for couple shoots, etc.
- Email (it’s easier to get an email than a phone number)
- Tell us more about your event/expectations (this is a good open-ended question, they can tell you as much or as little as they like about their event)
If you are getting too many low quality inquiries, increase the number of questions and tailor them for the type of client you want to target. This way you’ll get leads that are a better fit.
Also a quick note on the button. Having a button that stands out, is easy to read and has compelling copy will always outperform “submit” or just “contact me.” Try using some of the following examples to see how it impacts your conversions:
- Request your FREE consultation
- Contact Me (or us) Today!
- Find out more
Now that we’ve covered the basics, we can take a quick look at some other options that could be included in your landing page, to improve it further. Try including the following items to see how they affect your conversion rate:
- Pricing/Packages – good to filter out those clients who don’t fit your budget
- FAQs – great for answering common questions and objections. A good FAQ section can really improve conversions as it removes certain doubts and barriers.
- Links to social media – whilst is might seem counterintuitive to send them away from your page, it can really help persuade a client to book you if they can see more of your work and more about who you are. If you have a strong presence on social media, use that to your advantage and show the clients a little bit more about you. Plus, if they follow you – you’re on their radar.
Need some help getting started?
Check out two examples of landing pages that we created using Flothemes:
Landing pages for educational content and resources
By offering educational or useful resources to your potential client, you can build up a following of people who are interested in the type of services and expertise that you offer. The goal here is to attract people who are thinking about something that you offer, that could be a portrait shoot, weddings, event planning etc., but are not ready to hire you just yet. Hence, you collect their contact information in exchange for your [free] resource. This way you can then nurture and educate the users further, with the goal of eventually pitching them with an irresistible offer and selling your products or services to them.
Landing pages for your lead magnet convert best when you:
Remove your header
Remove your menu, or any way that the client could navigate off your landing page before they read the content. Remember this page is focused on providing one goal, and that is to build your email marketing list of potential clients. So minimize distractions and keep them focused on that one call to action on your page, the submission form.
Header Image and Headline
Add an image that shows what you are offering and craft a headline that explains what you are offering. This headline should match the offer that you are sharing via your ads or search results, which is super important. If you show the user something different than what your ad promised, expect poor results and high bounce rates.
This should be an overview of what you are actually providing the client. For example if it’s a wedding guide, then include details about what’s inside and how they can use it. If you can bullet point the key items inside the resource it will help users understand if it’s useful for them, enticing them to download.
Submission Form & Call to Action
Now you can include your submission form for the resource or guide. We would highly suggest having an automated response with the resource you are sharing. If you want to increase the number of real emails from genuine customers, then it’s best to have a double opt in before the user can get the resource. Using tools like Mailchimp, Drip, or any other email marketing system should offer this functionality.
Testimonials – Add client testimonials and reviews. This can greatly increase the conversion of your form, especially if those testimonials highlight the impact this resource has had on other users.
Video – Add a video overview. A quick video can increase engagement and help the user learn more about the resource on offer. Hence, they are more likely to sign up.
12 valuable landing page tips
Now that you know a little bit more about landing page structure for both generating inquiries and promoting your lead magnets, check out these 12 tips that can help you increase conversions and make your landing pages more valuable.
- Ensure the primary headline of your landing page matches the ad or search result that visitors click on. Remember, message matching is important.
- Use strong calls to action on your landing page. Include them both at the top and bottom of your page to encourage the user to take action. Make sure that it stands out – use contrasting colors to do this.
- Make sure your landing page serves a single purpose and the messaging is clear. Only include content relevant to the goal/purpose.
- Add examples of your product or service. For example. this could be a gallery of real images.
- If you can create video, it can really improve conversion rates. This could be a video overview of your offer, an intro video to who you are, etc.
- Use client testimonials; it adds social proof and helps gain trust with your audience.
- Include awards. Just like testimonials, awards are social proof and help position you as a professional in the eyes of your potential clients.
- A/B test your ideas. This could be trying different copy/messaging, changing images, or updating colors for call to action colors and the button’s position. When A/B testing, change ONLY ONE THING at a time, and then measure your conversion performance. You will want to research A/B testing further for more information.
- If you’re building a newsletter list (i.e., giving away some free resources), include a bulleted list of the key points as an overview, it will help increase conversions.
- Segment your users. Provide different offers and messaging for the different types of clients you want. For example, don’t send someone to a page about head shots if they want wedding services.
- Don’t send all your website traffic to your home page. Use landing pages to test the effectiveness of your marketing efforts.
- Use keyword planning such as Google Keyword Planner to find out which keywords you should be ranking for and targeting with ads and SEO.
Bonus: Check out this great checklist for analyzing your landing page.
So there you have it, hopefully we’ve been able to help you learn more about landing pages and how they can help you maximize your marketing spend and SEO efforts. If you create effective landing pages on your website, you’ll be able to increase your website traffic, generate more leads and conversions, and ultimately grow your business.
Using tools like Flothemes to create your website and landing pages can really simplify the process. And using HoneyBook contact forms to collect information can make turning those leads into paying customers a snap.