Did you know that an effective landing page can increase your equestrian webiste conversion by 80%? 

When you advertise on Google, Facebook or (insert the media you use), you often send people to a page on your website when they click the ad - This is your landing page. 

We don’t want you to waste your advertising dollars so in this blog post you’ll receive a template for an effective landing page that will sell your equine business online.

Take your potential equestrian clients and customers by the hand with a goal-based landing page

An important thing to note about people - when it comes to our online patience it is non-existing!Your potential customers are easily distracted so there is no time to waste! Never send your visitors to a random page on your website where they have to think for themselves. You will inevitably get a high bounce rate. Instead, take your visitors by the hand and give them what they expect once on your landing page.

The most effective form of advertising is goal-based advertising. The same goes for your landing page. Your landing page should be ultra-focused on the same goal that you have with your advertising. A goal can e.g., be bookings, leads, downloads, calls, likes or newsletter signups.

The length of your landing page

The length of your landing page depends on the complexity of your goal. If your visitors need to download a free e-book, then the decision to download is not difficult. If, on the other hand, your visitors need to buy an e-book, then your landing page must accommodate all the objections you typically want before daring to fire your debit card through checkout.

What your equestrian webiste should indlude on your landing page

The most commonly used model applied to answer this question within marketing is the AIDA model.                                                        AIDA stands for: A: Attention. I: Interest. D: Desire. A: Action.

When we work with landing pages and impatient visitors, we apply the AIDA model but in another order. I will get back that in more detail.

Specifically, you need to prepare the following elements:

The sales element

Call-to-action (CTA) - one to rule them all

Your CTA is the most important element of your entire landing page. That's your goal. Your CTA can be a contact form, a phone number, a booking form, newsletter subscription or something completely different.

You need to make it as easy as possible for your visitors to use your CTA.

Unlike the AIDA model, where action is ultimately, on the landing page, we position our CTA all the way to the top.

In fact, we present the visitor to our CTA several times while scrolling through the landing page.

Headlines and subheadlines

Of all the time you spend creating and designing your landing page, expect to spend half the time on your headline and subhealdine.

Your headline should hit the nail on the head. It is the first hook to catch the recipient and make him/her c read more or apply the CTA.

Example of a less appealing headline:

Headline: Effective equine-massage treatment in Lexington

Subheadline: Make an appointment today

Example of an effective headline:

Headline: Increase your horse’s flexibility in just one treatment and avoid future 

Subheadline: We tailor the treatment to your horse’s needs. Get a free consultation

Sense of urgency

When people are under time pressure, we make decisions faster - logically enough. You can apply this logic on your landing page. The feeling of urgency (or an urgent need) is a powerful sales tool. You’ve definitely experienced this when visiting a webshop - here’s an example: "Order within 1 hour and get free shipping". 

Most people are sensible and critical. This means that you just have to think twice, check prices, reviews, etc. before making the decision. But when there is a time limit on, then we are quicker to respond.

If you are an equine business that provides a service rather than a physical product, then how can you think of a time limit?

Here’s an example:

Book a free consultation. Valid only in July

Save 15% on your first treatment. Valid only for bookings this week.

Get a free * X product * for treatments in August

Define the USP’s of your equine busisness

This paragraph on your landing page has to be short and sweet. Describe three advantages that your service o product offers – these are your USP’s

(A USP is an abbreviation of Unique Selling Points)

Describe your equine services or products

It goes without saying that your visitors and potential clients are interested in knowing what they are purchasing signing up for.

Tackling objections

“Your services or product is just what I’m looking for but….”. Do you know which objections keep your potential clients and customers from purchasing? If so that’s great you can advantageously incorporate this knowledge in your copy on your landing pages.

Images and pictures

Make sure to apply high quality pictures and images on your landing page. If the pictures that you display are professional your equine business will be presented professionally too. Images of your team or even your clients contribute to raise your credibility.

Credibility and social proof

Good customer testimonials are a proof of the quality of your work. At the same time, they have a disarming effect on new customers who do not know your equine business in advance and who may have their concerns about buying from you.

A good customer testimonial describes the problem you solved for your customer and the benefits the customer experienced in the process. If the customer had concerns about buying in the first place, why were these concerns put to shame?

New customers will be reflected in old customers.

Strategic partners and certifications

Do you work or cooperate with other equine businesses, or do you have specific or specialized certifications? Displaying strategic partners or your certifications will add to making your equine business stand out and enhance credibility.

Who are you? 

Give your visitors an authentic insight of you and your team. What makes you good within your field of services? What is your background and what are you passionate about – what motivates you? Now, you don’t need to write an autobiography here but make sure to include the topics that are relevant for the service/products that you offer.

Avoiding the 3 classic beginner mistakes

#1 Your landing page looks best on a computer screen: When you’re designing your landing page most people do this while on their computer and viewing it on their computer screens. However, have you ever checked to see what your landing page looks like on a smartphone? This is crucial as over half of today’s visitors online are viewing lading pages through their smartphones.

#2 You forget to check links and CTA: Once you have a visitor on your landing page this is what is defined as the moment of truth. Meaning if your links or CTAs are not functioning you’ve lost a conversion (a potential customer). Remember to be thorough before you start advertising.

#3 You are not focusing on your keywords: If you plan on advertising on google ads it is imperative to focus on your keywords. Apply the same keywords on your landing page that you use I your Google-Ads. This will give you better results.

Once you’ve created a goal-based landing page you are now completely ready to initiate and paid or organic advertising. 

 

Key takeaway: Keep your focus on one goal at a time in your paid advertising and on your landing page this will ensure you don’t waste those precious advertising dollars.

I hope you found these tips helpful and that you can apply them in your equine business.

Claire