The Landing Page for Internet Mortgage Leads
 |
Do you know your current credit score? |
Note: This blog post is part of an ongoing series about Internet mortgage lead generation tips and techniques. Click here to access the full list of articles in this series.
I’d like to talk briefly about the concept of landing pages, as they pertain to mortgage marketing in general and lead generation in particular.
In the world of Internet marketing and lead generation, a landing page is where a website visitors “lands” upon reaching your site. So in a way, each page of your site could serve as a landing page, because a person might enter the site through any of them.
But let’s talk about landing pages you can create to support your Internet mortgage lead generation program. In this context, we are talking about a specific landing page designed with a particular objective in mind (such as the one in the foreclosure example below).
Internet Landing Pages for Lead Generation
Earlier in this series on mortgage leads I talked about using free information to produce inquiries through your website, such as offering a booklet of some kind. This is a perfect example of a scenario where a landing page could be used to optimize results. Within the context of this Internet mortgage lead generation technique, the landing page would have two objectives. It should be designed to (A) increase the visitor’s desire for the booklet and (B) make it really easy for them to request the item.
Let’s say that John Doe is a mortgage broker in the San Diego area who helps people refinance into fixed-rate loans, as a way of avoiding future rate increases and possible foreclosures. (A timely topic, I think you’ll agree.) John has really positioned himself as a specialist in this area, and he has created a free booklet to help educate his audience on the subject. The book supports his goals for Internet mortgage lead generation as well, because of the way he offers it through his website.
It’s a fine idea for a mortgage marketing tactic, and it could work very well for John. But we’re talking about landing pages here, so let’s keep our discussion focused on that. Here’s how I would design a landing page for John Doe, based on (A) his audience, (B) his booklet and expertise, and (C) his lead generation goals. You can click to enlarge the image, by the way.
Example of a landing page. Click here to enlarge
So here we have a nice-looking web page that is obviously designed around a certain objective (in this case, generating leads via the Internet). Now let’s talk about the specific things that have been built into this landing page.
Analyzing John’s Landing Page
The page above looks clean and simple. But in reality, a lot of thought has gone into the design, layout and items on the page. This page uses proven techniques of Internet marketing to help John Doe generate more leads from his website. Here are some things to notice:
- The headline clearly identifies the audience and the subject matter. Right away, visitors will know exactly what this page is offering. Don’t waste people’s time or make them guess.
- The introductory statement (shown in italics) expands on the promise made in the headline. It also includes a call-to-action with a hyperlink. This is in place for people who do not need to read any further — people who want the booklet right now.
- People believe in what they can see. So with this in mind, a “virtual cover” image has been used for visual enticement. It’s a simple technique, but one that has been proven to increase conversion rates.
- The key selling points / benefits are listed in easy-to-read bullet points. Again, it’s clear and straightforward. The reader “gets it” upon first glance.
- The final bullet point is a hyperlink that restates the call to action. Note that there are three things to click on if you want to continue — two hyperlinks and a big button. This redundancy will increase the likelihood of a click-through.
It’s also worth noting that the page content has been written with certain keywords and phrases in mind, such as “San Diego foreclosure” and related phrases. Eventually, this will help with search engine visibility. That’s more an SEO topic than an Internet lead generation topic, but it’s worth mentioning here.
Stay Tuned — There are many more lessons to come in this series on mortgage lead generation strategy. So if you haven’t done so already, sign up for our free newsletter to stay informed!
Lead Generation | Brandon | 
August 24, 2008 7:48 am
