How To Build Conversion Focused Landing Pages That Drive Leads
We sometimes get questions about how other clients work with Tuff to reach their growth goals — so we’re sharing some stories to help bring our services to life. Meet The Buy Guys.
In this post, we’ll share the story of The Buy Guys, a Florida-based home buyer and seller that has purchased over 10,000 homes in the last ten years. We helped increase their leads by 138% this year by optimizing landing pages to increase conversions and serve as a growth engine.
Tuff has been a trusted partner of my company. They deliver quality work and clearly communicate what’s being done and when. I especially appreciate Tuff’s ability to manage projects from start-to-finish and provide guidance on how we can best achieve our goals. Tuff has proven to be an important strategic and tactical resource for us. – Geoff Duncan, The Buy Guys, Chief Marketing Officer (View our reviews on Google & Facebook)
Why The Buy Guys Decided to Update Their Website
Whether you’re launching a site for a new startup or overhauling the site of an existing brand, your website is often one of your most important lead generation channels. Which makes sense, right? People go to your website to learn more about your service or your product.
But here’s the thing: Your website is also the one marketing asset that could benefit most from regular improvements to help boost conversions.
Previously, The Buy Guys allocated the majority of their marketing time and effort to print mail – a successful channel in the home buying industry. But as The Buy Guys matured and more people were spending time researching home selling and the home selling process online, it was critical they improve their online experience. Working with their CEO and COO in January, we decided to work on a digital marketing strategy that would focus on increasing leads and sales.
So, how increase their leads by 138%?
Let’s dive in and take a look.
The Buy Guys’ Playbook:
Start with user research.
You always need to design your website with your target audience in mind, you can’t design it for yourself and your subjective style preferences. To start to get to know the audience interacting with The Buy Guys better, we took both a qualitative and quantitative approach using CallRail, their call tracking software.
The qualitative approach was listening to 100 phone calls recordings to see what kind of words customers were using, what was the very first problem they explained over the phone, what were they hearing, thinking, feeling, saying? Using a spreadsheet, we took notes on each call and tagged each call with a trend we had identified among customers (i.e. ‘unhappy with realtor).
The quantitative approach using CallRail was to export data from over 1,000 calls to see larger trends such as time of day people are calling, what page the visited before calling, where are they calling from. We believe the best strategies are built on customer research and 3-5 detailed personas that can represent the larger audience. Personas give your team a shared language to use when talking about customers and make sure you’re building for them, not you.
Build the wireframe (don’t skip this step!)
After developing user personas backed by qualitative and quantitative research, our designer put this information into action by mapping out a bare-bones layout for your new site. We like to call this part, “the blueprints.” When the wireframe is completed and approved, you have a clear understanding of all of the user paths throughout the site, as well as what content you need to prepare for the redesign. At Tuff, we do wireframes between the strategy and redesign phase as a way of mapping out the strategy in a way that sets us up for success in the design phase.
Through the wireframe, we can accomplish the following:
- Confirm that our site’s new layout is in line with our UX goals for the redesign.
- Make sure that everything on our redesign wishlist is accounted for in the new layout.
- Create a visual roadmap to serve as a foundation for the often chaotic design phase.
- Give your design team a head start. With the layout and content map already completed, the team can focus on design and brand development.
Designing the site
And now, the fun part, designing the site. During this phase, we bring together all of the elements of our project: our strategy and goals, the completed wireframe, our updated copy and images, and the brand style guide. Using the wireframe as our guide for layout, and the brand style guide and updated content as our guide for visuals, we redesign the site for both desktop and mobile – thinking strategically about how to lay out our content for easy consumption, not only on our audience’s computer but across all of their devices.
Once the mockup is completed and approved, it’s time to start the site build. We chose to build thebuyguys.com using a versatile theme on WordPress.org, a great choice for its flexibility with design and easy ability to be customized. Upon completion of the build, our team went through several rounds of quality assurance testing, before we got to the final step before launch: adding tags.
Review and improve
When your website launches, you should already be recording all of the available data with tools like Google Analytics or Hotjar. With these tools installed, you’ll soon have data that you can start to use to improve pieces of your website.
For example, once The Buy Guys site launched, we quickly realized that their site traffic was heavy on the mobile side. In fact, over 70% of their traffic was mobile. Knowing this, we were able to prioritize mobile updates and start A/B testing our CTAs above the fold on mobile exclusively.
Rather than starting from scratch each time your website becomes outdated, your can think of the website as a project that’s never truly finished. You have to continuously oil your growth engine.
With the launch of the new website, we:
- Increased paid advertising spend month over month by 49%
- Increased leads by 138.02%
- Decreased Cost Per Lead (CPL) by 36.92%
- Increases conversion rate by 3.68%
We’d love to work with you.
Schedule a call with our team and we’ll analyze your marketing, product, metrics, and business. Then, present a Growth Plan with actionable strategies to find and keep more engaged customers.
Ellen is the founder at Tuff and one of the team’s core growth marketers. She is a versatile marketer with expertise in multiple channels – from ppc to seo to email to others – responsible for the experiments and testing. She is happiest when she’s on the ski hill or outside pointing her mountain bike downhill.