4 min 30 sec read
Do you want more prospects to convert from browser to buyer on your website? Of course, you do! Building an optimal home builder landing page can maximize conversion rates and give you more opportunities to lead your target audience down the marketing funnel.
However, creating a landing page that converts is more challenging than you might think. In this article, you’ll learn how to create an effective landing page for you to increase your chances of converting more qualified, interested homebuyers and leads.
Let’s begin by defining what a landing page is. A landing page is a page on your home builder website with a specific goal. It’s not your home page, contact page nor your floor plan pages. It’s a page with a clear call-to-action (CTA). For example, it can be collecting visitor’s contact information or an opportunity to schedule a tour of one of your homes.
Not only can the CTA be a form fill, but it can also be a downloadable PDF of your available inventory homes or even an event sign up for an open house. When deciding what specific CTA to use, consider your current business and marketing goals. Your landing page’s purpose should be solely focused on that goal.
Before you can begin creating copy and deciding on a CTA, you must identify your target audience. An effective landing page is tailored to your buyers and is personalized directly to them. For instance, a landing page promoting a luxury condominium community in the heart of downtown has a different audience than a landing page detailing the aspects of a single-family home in the suburbs.
Another factor to consider when conducting target audience research, is to find out which pages on your website have the highest traffic presently. This will help you with creating content and learning what your market wants to see on your site. In my experience, the highest traffic to many home builder related sites comes from the floor plans and the residence pricing pages as well as available homes.
Your landing page should always contribute to your business and marketing goals. Here are some questions to consider when determining the purpose of your landing page:
By answering the questions above, it will help steer you in the right direction when it comes to the next following steps: creating the message.
You only have a brief eight seconds to grab the attention of a prospect and that requires creating a captivating headline. This is the first, and most important, thing people will see when they “land on” your page. Consider being bold, short and to the point for your target audience. According to Marketing Sherpa, a research institute specialized in tracking all aspects of marketing, 90% of visitors who read your headline will also read your CTA.
As I mentioned earlier, you must give users a singular reason to take action. 48% of landing pages contain more than one offer which can be confusing to your prospects. Recent research suggests multiple offers can decrease conversions by up to 266%! Promoting multiple offers on one page decreases the chances of the prospect following through with your CTA and should be avoided at all costs.
Pro tip: Always have ONE clear offer and never give your prospects a reason to leave your landing page.
The call-to-action element is what users “click on” to receive your offer. Typically, these can be in the form of a button, call link, email link or download. In fact, according to Marketing Experiments, long-form landing pages can generate up to 220% more leads.
However, consider the user’s experience and don’t overwhelm them by asking for too much information. Even though the average number of form fields on a landing page conversion forms is 11, shortening this to only collect essential information can help increase conversions. In the homebuyer’s point of view, they want to receive your offer as quickly and easily as possible.
Pro tip: Most landing pages only ask for the user’s name, company, email, and phone number.
Let’s face it, the average person would rather see something visually appealing than only text on a page. In fact, users are 80% more likely to read content that is combined with bold, attention-getting imagery. But don’t use just any picture or stock image, instead use colorful, realistic pictures or videos which are relevant to your offer and the rest of your copy. Color actually impacts sales by 80% more and can improve brand recognition up to 80% as well.
Pro tip: Consider giving your users a sneak peek of your offer as part of your imagery or video. This helps your target audience visualize exactly what they will be receiving. In addition, research from Eye View Digital shows that using videos can increase conversions up to 86%.
So now that you have completed developing the initial landing page, it’s time to test. Consider testing every aspect of your landing page, such as your headline, offer, CTA, and imagery. A/B testing allows you to make small improvements for rewarding dividends.
Pro tip: It’s clear that testing can only improve the quality of your landing page and conversion rates. Contact online marketing experts or an advertising agency to get help with testing to achieve the perfect landing page.
These seven steps are proven tactics for creating a landing page that converts. I hope by the end of this article you have a better understanding of the complexity required a highly successful landing page. Do you have any questions on any of the above steps? Comment your questions or thoughts below. I would love to answer any questions and appreciate your feedback.
About Terry Zelen
Creative Director | Consultant | Author | President of Zelen Communications
Terry Zelen is a seasoned Creative Director with more than 35 years of experience in Home Builder advertising and marketing.
He is the founder of The Punch List, which is an online blog to help inform home builders and developers on strategic marketing insights to fuel their firm.
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