Getting tons of very unqualified inbound leads sucks more than getting no leads at all because they’re a waste of time and money. When you have a sales team to back up, you can’t afford to get your pipeline clogged by that crap.
At my company, we had 2 main groups of website visitors that made it to the demo landing page:
- Not targets: Citizens wanting to report issues in their neighborhoods.
- Targets: Local government officials interested in the software for their municipalities.
Every morning, my Salesforce dashboard would show an influx of new leads. But when I checked the list, the overwhelming majority of these people were citizens, not municipal officials! On top of that, the form they filled out had no message field so I’d only get their names, contact information, and nothing else. Not really helpful at all.
While the website did try to instruct citizens to use the free citizen tools (mobile app & browser interface), it wasn’t always clear so many of them still ended up filling out the demo page form. The top and bottom of the homepage had big, bright orange buttons that said “Demo” and led to this page. Even then, this did very little to deter citizen visitors from filling out this form.
Our demo landing page wasn’t doing us any favors and we needed a change ASAP.
The Old Demo Landing Page
This is what it looked originally looked like:
The New Demo Landing Page
The source that helped me most was 10 Demo Landing Page Examples That Get Prospects to Act. I even printed out each featured demo page and wrote down what I liked about them.
Mixing these ideas, this is what I came up with:
The Demo Landing Page Improved
Clear Target Audience
- Old Page: The text mentioned citizens as much as it mentioned local governments. It’s was very unclear who the software and demo were meant for.
- New Page: The text explicitly says the software and demo are for local government officials. Other visitors (citizens & current clients) are directed to appropriate places.
Better Call To Action
- Old Page: The page was meant for a demo but it didn’t say “demo” anywhere in the text. The CTA was “Let’s Talk!” so was the prospect requesting a demo or a conversation? They’re not the same thing.
- New Page: The text says “demo” and form clearly states “Schedule a Demo” and “Request a Demo” as the CTA.
Follow Through Instructions Provided
- Old Page: The page never mentioned what would happen once a prospect filled out the form. Would they get a call or an email?
- New Page: The text says that the prospect will get a call. They now know to look out for it.
Awesome Social Proof
- Old Page: Phrases like “save money”, “millions of satisfied citizen users”, “award-winning”, “happy partner towns”, etc. were vague and unsubstantive. The content was not enticing because it offered no clear benefits to the prospect.
- New Page: The content is specific, starting off with the number of customers. Each bullet point discusses a real life situation of how a prospect can benefit from using the software.
- Old Page: There was no message field. Sales reps had no idea what the prospect wanted to discuss.
- New Page: The message field is required so a sales rep only gets leads from serious prospects who already know what they want to talk about.
Everything worked pretty fast. Unqualified inbound leads decreased by 80% within 2 weeks!
My main takeaways are:
- Be specific about what group you’re targeting.
- Tell them why they should take the time to talk you.
- Don’t be vague about how great you are!