While in the general public, there is a lot of debate about which style of landing page to create, as an accounting and tax practitioner, your main selling point is your unique knowledge and experience.
If you have access to strong copywriting talent, whether it is freelance or in-house, copy heavy landing pages for your accounting or tax practice are worth considering. Through the use of long copy, with explainer bullet points, you have the opportunity to display your expertise and talent.
Web Designers Are So Old School
It used to be that you had to hire a website designer such as CPAsitesolutions or websites4accountants. Nowadays, it’s much easier to take charge of your own site and install a WordPress theme (yes, it is free), and pay a low one time price for a professional theme from someone like Theme Junkie (or purchase their lifetime membership and update your site whenever you wish).
Your goal with a landing page is to get something from your prospect in exchange for the offer you are making to them. At this point, all you are trying to get is their name and email address.
Of course you can ask for as much information as you wish, but you just need to remember that every additional piece of information you ask for reduces the probability that a visitor will give you their email address. After all, at this point, there is a serious chance that they don’t trust you, no matter how trustworthy you think you are. The problem is, they don’t know you.
How Much Will They Tell You?
Here are the four key factors that will determine how much information your prospect is willing to let go with:
- The number of prior ‘touches.’ First time visitors arre usually less willing to part with their information than someone who has already given you some minor details in an earlier offer.
- The ‘want’ of the visitor. A casual browser will be less willing to part with information than a desperate visitor who really needs a solution to a pressing problem, like an IRS CP-2000 type letter. Usually, the more acute and urgent the problem, the more information the visitor is willing to give you.
- Buyers journey stage. Visitors in the later part of their journey with you, meaning in a later stage of decision making, are more willing to share their data than early stage visitors. And,
- Industry norms. In some tight knit, or niche industries, visitors have come to expect that more information should be provided.
If you are using a landing page creation tool such as Lead Pages or InstaPage, your page template will likely already be sort of optimized for conversions.
To get the most out of it, learning basic conversion rate optimization tactics is a must. Learning things like how to write strong calls to actions, better headlines, etc., are things that will help you build your list of leads.
Once you have created your conversion assets, it’s time to drive traffic to them. We’ll discuss that in our next post.
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