Identify the perfect franchise for you! Take our short quiz Take our free franchise quiz!
Identify the perfect franchise for you! Take our short quiz Take our free franchise quiz!

Lead Generation Landing Pages – An example from the mortgage industry

In a previous post, we introduced the concept of homepages and spoke about how they are not necessarily the most visited page on any domain.

Toward the end of the article, I teased that the most important pages on a website were landing pages.

Landing pages are designed to funnel visitors towards a single action, rather than giving them the ability to “choose their own adventure.”

Ultimately online lead generation is all about generating contact information, so it’s up to the designers to coax visitors toward that ultimate event.

(This is in contrast to something more along the lines of branding. For example, Disney may be more interested in simply showing people trailers for their new movies with understanding that the ultimate conversion (buying a movie ticket) will likely occur offline.)

Let’s look at a quick example from the mortgage lead generation industry.

Here’s an example of the Quicken Loans homepage:

Quicken Loans Homepage

Lots of navigation and no real action required.

Now, here’s the page I was taken to when I clicked on a quicken loans advertisement on Google:

Quicken Loans Landing Page

As you can see, it’s a very different experience. Rather than getting to decide what you want to do, you’re driven directly to accomplish one of two things:

  • Call that phone number
  • Fill out the information in the dropdowns and click “Get Started”

Either one of those unequivocally moves the visitor closer toward actually taking out a mortgage.

I didn’t go as far as to call that number, but two screens later, guess what was waiting for me as I filled out my information:

Quicken Loans Contact Form

That’s right, a contact form.

In future posts, we’ll dig more into the theory behind what makes a good landing page, so take this as an introduction.

As you click around the web and research companies such as your customers, take a look at how they use landing pages.

You’d be surprised to find how ubiquitous they are.

And if you want to talk about your own landing page strategy, give us a shout!

When Should You Serve Facebook Ads. AKA We Tried to Outsmart Facebook

We love Facebook ads here at FranchiseHelp. They’re a great tool to use to reach a very specific audience with a more narrative message than you can usually accomplish with search ads. But beyond that we love the details you can get out of the data and the amount you can tweak your campaigns to take advantage of all sorts of small details. That’s why we figured that Facebook would be the perfect place to run this experiment. We created a set of ten different ads and then ran each ad in 24 different adsets, one for each hour of the day. We let these ads run for a full month and believe it or not, a best time started to emerge.

Your Franchise’s #1 Lead Problem? Nights.

If there's a single place that I promise your franchise can improve in your sales efforts, it's what you do with leads generated overnight. Here are four potential solutions to this issue.

My #1 Piece of Advice for Your Franchise’s Website

Your franchise sales website is really, really important. And if you asked me the most important thing to make sure is happening, then this is what I would tell you...