Landing pages: Convert visitors into customers
A compelling landing page is crucial for converting website visitors into paying customers. A well-crafted landing page focuses on a specific objective, whether it's lead generation, product sales, or event registrations. It's distinct from your main website and tailored to a particular marketing campaign. By hiring a skilled landing page freelancer, you can optimise your conversion rates and maximise the return on your marketing investment.
What to look for in a landing page freelancer
When searching for the right freelancer, consider their experience in:
- Conversion-centric design: Look for portfolios showcasing landing pages designed with clear calls to action and user-friendly layouts.
- A/B testing and optimisation: A strong understanding of A/B testing methodologies is essential for continuous improvement and maximising conversions.
- Copywriting and messaging: Compelling copy that resonates with your target audience is key to driving conversions. Look for freelancers with a proven track record of writing persuasive and engaging content.
- SEO and SEM best practices: Understanding how search engines work is crucial for driving organic traffic to your landing page. Look for freelancers familiar with SEO and SEM principles.
Main expertise areas
Landing page freelancers often specialise in specific areas. Consider your needs and inquire about their expertise in:
- Lead generation landing pages: Designed to capture leads through forms and nurture them through the sales funnel.
- Sales landing pages: Focused on driving direct sales of a specific product or service.
- Click-through landing pages: Designed to warm up leads and guide them to another page, such as a pricing page or product demo.
- Squeeze pages: Short landing pages designed to capture email addresses in exchange for a valuable offer, like a free ebook or discount.
Relevant interview questions
Here are some key questions to ask potential freelancers:
- Can you share examples of landing pages you've created that achieved significant conversion rate improvements?
- What is your process for understanding target audiences and tailoring landing page content to their needs?
- What A/B testing tools and techniques do you use to optimise landing page performance?
- How do you stay up-to-date with the latest landing page design and conversion best practices?
- What is your experience with different landing page platforms and builders?
Tips for shortlisting candidates
Review portfolios carefully, paying close attention to the following:
- Clear and concise messaging: Does the copy effectively communicate the value proposition?
- Visually appealing design: Is the design aesthetically pleasing and easy to navigate?
- Strong call to action: Is the call to action prominent and compelling?
- Mobile responsiveness: Does the landing page render correctly on different devices?
Potential red flags
Be wary of freelancers who:
- Lack a portfolio of demonstrable landing page work.
- Cannot articulate their understanding of conversion rate optimisation.
- Overpromise unrealistic results.
- Are unfamiliar with A/B testing methodologies.
Typical complementary skills
Landing page creation often goes hand-in-hand with skills like:
- Copywriting
- SEO/SEM
- UX/UI design
- Email marketing
- Analytics and reporting
Benefits of hiring a landing page freelancer
By hiring a skilled freelancer, you can:
- Improve conversion rates and generate more leads or sales.
- Gain access to specialised expertise and best practices.
- Save time and resources by focusing on your core business activities.
- Create highly targeted and effective marketing campaigns.
- Benefit from data-driven optimisation and continuous improvement.
Real-world examples
Here are some examples of how landing pages are used:
- An e-commerce business uses a landing page to promote a new product line, offering a special discount to early adopters.
- A SaaS company creates a landing page to capture leads for a free trial of their software, gathering valuable contact information.
- A marketing agency develops a landing page for a client's webinar, driving registrations and increasing attendance.
