You know the way they are saying, “You’ll be able to’t turn into a family title in a single day?”
That saying’s very true with manufacturers. Earlier than your services or products can turn into a go-to on your prospects, they’ve obtained to know who you’re within the first place—and that course of takes time.
As you push to get folks speaking about your model, an awareness-focused touchdown web page will enable you to attain your purpose.
Let’s be taught extra about model consciousness and 4 methods to spice up it together with your touchdown web page.
What’s Model Consciousness?
Model consciousness is the extent of familiarity that prospects have together with your model.
Boosting model consciousness is a serious a part of model constructing for companies and one of the vital vital objectives in trendy advertising. In HubSpot’s State of Advertising and marketing 2021 report, entrepreneurs named model consciousness their third general precedence and most typical goal in advertising campaigns.
When you will have a brand new model, constructing model consciousness is a must have on your advertising technique. Three out of 4 prospects say they’ve a better probability of trusting a model they know than an unknown model. And also you want that belief on your model to get a strong basis in your trade.
4 Methods to Optimize Your Touchdown Web page for Model Consciousness
Considering of constructing a model consciousness web page? Strive these 4 techniques.
1. Share your story
Model awareness-focused touchdown pages purpose to show new prospects about your model. They’re the right spot to share your organization’s story and what it’s all about. You’ll give your model a human face early on that’ll assist folks bear in mind you sooner or later.
One of many best methods to inform your model’s story is to share data out of your group’s perspective. Strive including a notice out of your founder—relying on your trade’s very best touchdown web page size, you may need to maintain it fast, although. You possibly can additionally use footage of your product and group to point out what’s taking place at your model and enhance your touchdown web page imagery.
Touchdown pages additionally provide the probability to inform your story from one other perspective—your prospects’. Social proof like testimonials and social media posts present that you’ve actual prospects keen to unfold the phrase about your model.
For those who use testimonials in a model consciousness touchdown web page, share a couple of particulars about your prospects that humanize them. Take a look at how Memberstack’s testimonials embody the author’s place to make them really feel extra actual and add authority:
2. Don’t go for the sale
Not all touchdown pages ought to attempt to promote one thing to the shoppers—particularly model consciousness touchdown pages. It’s one of many most typical touchdown web page errors for entrepreneurs to go for a sale on each web page and surprise why prospects run away.
Your model consciousness pages ought to goal folks on the prime of your conversion funnel. These prospects don’t know a lot about your model but, in order that they’ll get actually confused in the event you shove your product on them straight away.
All through your touchdown web page content material, observe copywriting that works nicely with top-of-funnel prospects. Keep away from jargon and carry on prime of your keyword-targeting recreation to attract in new prospects.
Then, end your touchdown web page with a low-commitment CTA. As an alternative of asking for a purchase order, attempt sharing a free useful resource to obtain.
Take a look at how this model consciousness touchdown web page by Shoelace focuses on sharing a free deck on a subject related to their prospects:
Prime-of-funnel prospects can get acquainted with Shoelace and begin considering of them as an authority after they obtain the deck. No arduous gross sales pitches right here—Shoelace’s prospects are simply attending to know them.
3. Supply a hub of knowledge
Model consciousness touchdown pages are sometimes a buyer’s first take a look at your model. Why not use this intro as an opportunity to point out them the sources you must supply?
Strive making a model consciousness touchdown web page that shares data by:
For those who’re attempting to boost consciousness a few cause-related non-profit group, you can even supply sources associated to that trigger. WAGGGS and UNICEF’s touchdown web page for U-Report, an app for ladies to share their opinions concerning the world, contains empowering sources for academics and advisors:
These downloads assist adults encourage ladies to talk up about what they consider, serving to the app group meet their general purpose.
Remember that in the event you go this route, it’s best to nonetheless deal with a major name to motion (CTA). Drive guests to your most important CTA by:
- Embedding podcasts and different media instantly on the web page
- Setting any useful resource hyperlinks to open in a brand new window
- Making your most important CTA button stick out by techniques like contrasting design and repetition
4. Let guests check out your product
Typically, the perfect intro to your model is a hands-on expertise together with your product.
Demo touchdown pages are essential for SaaS manufacturers. Actually, we suggest operating one as an evergreen web page to maintain leads coming in. Nevertheless, they normally goal prospects farther down the conversion funnel than typical model consciousness web page guests, so that you’ll need to watch out the way you design your web page and demo.
If you wish to share a demo or free trial with top-of-funnel guests, make it as painless as doable to attempt your product. Preserve any types as quick as doable, and ensure your demo phrases are low-commitment. For instance, in the event you require a bank card quantity on your demo, you may need to keep on with middle-of-funnel and bottom-of-funnel prospects.
Look how Useful resource Guru takes a low-pressure strategy to their demo touchdown web page:
Beneath the CTA button, you’ll see “No bank card wanted, cancel anytime.” Set up that your guests don’t need to commit arduous to see what your product is about.
Keep Constant to Make Your Model a Family Identify
If you wish to increase model consciousness in your touchdown pages, maintain your model constant. In different phrases, use related language and imagery in all of your advertising so guests know what to affiliate your model with. They’ll have a neater time recognizing your model sooner or later in the event that they discover the identical patterns from earlier than.
The numbers don’t lie: Persistently presenting your model can improve your income by as a lot as 23%. Who doesn’t like extra money?
Model guides, touchdown web page templates, and constant viewers concentrating on will enable you to maintain your model constant all through your work. Unbounce’s Conversion Intelligence Platform has all of them.