Partner Landing Page Your guide to creating an enablehr landing page on your website
1. INTRODUCTION... 3 2. SEO GLOSSARY... 3 3. LANDING PAGE ASSETS... 6 4. LANDING PAGE LAYOUT RECOMMENDATION... 9 5. SUMMARY... 10 6. APPENDIX 1 TASK LIST... 11 7. APPENDIX 2 WEB ASSETS... 12 8. APPENDIX 3 SAMPLE COPY... 14 9. NEED HELP?... 14 2
1. Introduction This guide has been created for enablehr Partners to provide you with a best practice wireframe layout for creating an enablehr landing page on your website that will focus on conversation and contact points. This guide includes an SEO 101 cheat sheet to assist you in creating SEO friendly content using industry standard processes. We ve also included ideas of various assets that can be used including images, videos and Call-To- Action (CTA) buttons as well as form design and guidance as to the amount of refreshes or split testing that can be done on landing pages. NB: when reference is made to Partner Name throughout this document, this means the name of your business. 2. SEO Glossary When building an enablehr landing page it is important that SEO optimisation is front of mind. The steps below will ensure your landing page is optimised for Google and should be discussed with your developer when building the landing page. Keywords: Before you start creating your landing page, you need to choose your keywords. The obvious choices include: Partner Name enablehr State You may also want to include a specific service, such as HR Management, enablehr set-up, WHS Management to your list of keywords. Once you have chosen your keywords you need to ensure that you optimise your page for these words by following the steps outlined below. URL: The URL of the landing page should include your chosen keywords. For example www.partnername.com/enablehr-nsw-hr-management.html 3
Title Tags: A title tag is the main text that describes an online document. It is the second most important on page SEO element (the most important being overall content), and appears in three key places: browsers, search engine results pages, and external websites. The optimal format of a title tag is: Primary Keyword - Secondary Keyword Partner Name Or Partner Name Primary Keyword and Secondary Keyword Example: enablehr NSW Partner Name Meta Descriptions: Meta description tags, while not important to search engine rankings, are extremely important in gaining user click-throughs from search engine results. These short paragraphs are your opportunity to advertise content to searchers and to let them know exactly whether the given page contains the information they're looking for. The Meta description should employ the keywords intelligently, but also create a compelling description that a searcher will want to click. Direct relevance to the page and uniqueness between each page s Meta descriptions is key. The description should optimally be between 150-160 characters. 4
Heading & Phrase Elements: The use of Headings & Phrase Elements is important since they are given more weight by search engines than regular body copy. h1-tag: H1 or Heading tag is quite literally the heading of your landing page, much like the heading of a newspaper article. When someone enters your website, they will naturally notice the Heading before reading the content on the page. Search engine crawlers function the same way. When a search engine crawls a webpage its first action is to attempt to understand what the page is about. It does this by first reading the Heading tags. h2-tag: The h2 tag is used to indicate a heading with a level of importance that is exceeded only by h1. As with h1 tags, search engines pay special attention to the words in your h2 tags because they expect headings to include clues to the page s main topics. Some important things to note about heading tags: 1. When assigning Heading tags, keep them in sequence, an h2 tag should follow an h1, which is how the search engines can most easily read them. 2. The words in each Heading tag should be unique and targeted to the page they're on. Unique and targeted means that your Heading tag's content shouldn't be duplicated anywhere across the site. 3. Do not stuff keywords in your Heading tags, this is unacceptable. Not only will it be of no assistance to your visitor but search engines will considered it as spam and mark down your page ranking. Image Names: When saving your images and loading them on your landing page, image names need to have embedded keywords. For example, instead of saving your logo as Partner Name logo small web version.jpg, as many business name their images this way. Take this opportunity to optimise the asset by naming the image partner_name_nsw_enablehr_partner.jpg. As a general rule you should use underscores rather than spaces within your image names. Sometimes spaces can cause images to corrupt during the upload process. ALT tag: The ALT tag is an HTML attribute specified in an image to provide alternate text when an image on a Web page cannot be displayed and needs to contain optimised text for example, Partner Name enablehr Partner NSW Sydney Site Content: The most important SEO optimisation element to any landing page or website is the actual content. Content is actually text and not text in an image or video. Your landing page content should contain about a 3% density of keywords. What this means is that you should mention the keyword enablehr at least 3-4 times if you have about 200 or so words describing the enablehr service. (See Appendix 3 for sample copy). Besides the writing the content and saving image names, the SEO recommendations above will need to be completed by your website developer. 5
3. Landing Page Assets Assets can come in all forms and sizes on a landing page. Starting from the text content, video, images, contact forms and buttons each asset serves an important role in assisting a visitor to convert into a lead. Text Content Text Content (better known as copy) is the words you use on the landing page to inform the visitor that they have found the perfect solution, which will solve all their HR problems. To write effective copy you need to answer any questions the visitor may have when they enter the landing page to assist them in making an informed decision such as completing a request for a demonstration or webinar, clicking on a contact form or downloading a brochure from the landing page. These are often called Calls to Action or CTAs. Ensure that you discuss the benefits of why they should use you (as a Partner of enablehr) and enablehr as a solution for their needs. (See Appendix 3 for some examples that will give you a start.) Video Video should be used on your landing pages whenever possible. It provides a passive engagement medium where visitors can experience your message with very little effort. Studies show that using video has increased conversions by over 80% on landing pages. Some reasons why video can lift your landing page conversion rates: Videos increase the length of time people stay on your page, giving your brand message longer to sink in. If you feature yourself, company employees or testimonials of your clients in the video, the trust factor is raised significantly. People are lazy and prefer to watch vs. read. Recording Videos Using an iphone or Android smart phone you can easily record client testimonials and have them uploaded to YouTube and then onto your landing page in no time. The new YouTube Capture app for iphone gives users the tools to shoot, edit, and upload to your YouTube channel in a matter of minutes. This video gives you a quick idea on how easy it is to use - http://www.youtube.com/watch?v=l0sozdxce6o If you are using an Android smart phone the YouTube app will be pre-installed. Record the testimonial video using your normal video app then from App menu screen choose gallery app, view the video you want to upload or simply have the video displayed on the screen then hit the share button. You will need to be logged in to be able to upload. Then choose YouTube from the menu and upload to your profile or company page. 6
Creating a YouTube Channel for your company is super easy. All you need to do is follow the instructions here. Make sure you brand your channel with company name and logo and include a link to your website. Once your client testimonial video is uploaded to YouTube it s just as easy for your designer/developer to share and embed it onto your partner landing page. The YouTube Capture app is only one of many apps that can record edit and upload video on the iphone. Android devices are YouTube friendly out of the box. You can use other apps that watermark videos with your website or logo and even a service like Vimily. Vimily makes it easy to brand and add clickable links back to your landing page and share video with social media. It follows a new trend of social media marketing powered by Video. Images Images are worth a thousand words! Adding friendly images of a person or people that are generally happy and relate to your target audience will help humanise a landing page just like a video. It s highly recommended that you use pictures of real customers. 7
Contact forms The form on your Partner landing page will be one of the key tools that will deliver enablehr leads. Position the form prominently on the page, and the form itself should only have a few fields but should be large in size and presence. Ensure the input boxes where visitors enter their details are BIG! As every field in the form increases user friction, it s best to keep the number of fields to a minimum. In most cases you don t need to ask for anything more than a name, email address and phone number. The shorter but bolder the better! Here is an example from Barrack Obama s 2012 Campaign: 8
4. Landing page Layout Recommendation The layout of your landing page will help you convert visitors into leads. You can build your Partner landing page offering free enablehr demos, webinars, case studies or even video demos. All assets you may need can be found in the enablehr Partner Portal in the Dashboard under Sales/Marketing (Assets). All asset placements are based on physiological triggers and eye movement segments that have proven to achieve high conversions. From the large header text at the top stating how many companies prefer enablehr to the testimonials near both videos and the large CTA button. Eye movements on a landing page are based on a Z. We all read English from left to right so the Z pattern should be used as a guide. 9
In the example provided, the Z crosses paths with the videos, text copy, testimonials, benefit copy and most importantly, through the form. As mentioned earlier, keep the form fields to a minimum. Just collect enough information from the lead to make a call or send an email while knowing their name and company. The banner area at the bottom can be used to add case studies or a webinar invitation. The large phone number (top, right) gives visitors who don t feel comfortable enough to complete the form another option to contact you. Always offer a call option. (See also Customer Testimonials and Case Studies Guide Your guide to creating powerful enablehr customer testimonials and case studies for your website.) What next? Once a visitor completes their details in the form and presses the CTA button, ensure the visitor is sent to a dedicated THANK YOU page. The thank you page simply thanks the visitor for getting in contact. It s a good idea at this stage to let them know someone will be in contact with them soon and suggest they join your company on LinkedIn and other social media sites you may have a presence. The thank you page can also be used as the success page for GOALS that can be set up in Google Analytics. Setting up goals in analytics can offer you reports on how many people converted from your Partner landing page. You can find out how to setup goals in Google Analytics by clicking here. 5. Summary Landing pages are an effective way to convert more of your partner visitors into leads. Here are some of the key takeaways for building a successful landing page: Use a clear header, testimonials, and Z layout to instantly convey a clear path and message. Keep your visitors focused on filling out your form by removing all navigation links from the landing page. Design your forms to capture the information that you need to in order to follow up with and qualify the lead Structure the forms with the user in mind so they re not too long or invasive. After they have filled out your form, follow up with your new leads by directing them to a thank you page. Track your conversion rates closely, and keep testing to find areas for improvement. A landing page will convert a far greater amount of partner visitors into leads than just directing them to your home page or contact us form. 10
6. Appendix 1 Task List Order Item Status Completed 1. Partner Portal ensure you have added your team members as Users you have up to 5 in your Partner Portal. Each user will receive the enablehr Partner Newsletter each month. 2. enablehr Partner Certification ensure you have registered for the next free training session regularly held in Melb/Syd/Brisb. 3. Complete the details required to obtain an online customised enablehr Brochure for your business 4. Access your enablehr Partner Dashboard. Read the Partner Guide and customise the enablehr Sign-up Sheet and Sales and Marketing resources (Sales/Marketing>Resources> Guide to new sales opps and > New Sales Opportunity Spreadsheet ) 5. Landing Page Decide who will be helping you create your landing page with the ability to analyse it through analytics. In-house/Web developer/expert assistance? Collate the relevant web assets from the Partner Dashboard (See Appendix 2 for a list) Create desired web assets including customer testimonials (See Customer Testimonials and Case Studies Guide) Define key words and customise the Landing Page content (see Appendix 3) Confirm the Contact process and how you will follow through. Build Landing Page and email partner@enablehr.com.au on completion 6. enablehr Find-a-Partner Listing When you have completed certification training, sold your first enablehr subscription and successfully implemented it and have a landing page then it s time to request to be listed as an enablehr Partner on the Find a Partner listing. 7. Contact the enablehr Partner Manager on a quarterly basis to see how the enablehr Partner Team can help your business grow. 11
Appendix 2 Assets Customised Brochure Email version Status Complete Print version Find a Partner Listing 4 categories are available: HR Consultant Accountant Modern Bookkeeper Business Consultant enablehr Partner Page As an accredited HR Partner to work with Xero enablehr Partner Logo enablehr Partner logo This logo is only available to partners who meet the criteria. Its use must be approved by enablehr prior to use. enablehr Certified Partner Logo (by request) 12
Videos enablehr Overview and 12 functional videos available. Banners we have 8 banners in Australia contact us if you are having an event promoting enablehr 13
Appendix 3 Sample Copy We have prepared four variations of landing page content that you can use as a guide when creating your own copy. Select the most appropriate version, depending on whether you re an Accountant, HR Consultant, Business Consultant or Modern Bookkeeper, and customise to your particular business and expertise. 14
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The information contained in this Landing Page Guide provides general guidance only. enablehr and FCB Technology Pty Limited does not make any representations or warranties (express or implied) as to the accuracy, currency or authenticity of the information. enablehr and FCB Technology Pty Limited, its employees, contractors and agents do not accept any liability to any person for the information provided herein. The information does not constitute advice and we suggest that you engage professional advice if required. 17
7. Need Help? For assistance with creating an enablehr Partner Landing Page, Phillip Parisis is an expert and has helped enablehr prepare this paper presented at enable2014. He is available to you to help create a customised landing page for your website. If you have an interest please contact the Partner Manager at enablehr or contact Phil directly on +61 403 055 859 and cc partner@enablehr.com.au. Rate: $897 +GST for a customised landing page for a Partner. For assistance with creating copy for your landing page, Victoria Kerr is a seasoned writer and content producer, and has recently helped enablehr create the Xerox partner ecosystem case study for Trilogy and Inspire Success. She is available to you to help you customise copy for your landing page and assist with case studies. If you have any interest please contact the Partner Manager at enablehr or contact Victoria directly on: +61 425 220047 and cc partner@enablehr.com.au Rate: $500 +GST for a customised landing page for a Partner. The information contained in Partner Landing Page Guide provides general guidance only. enablehr and FCB Technology Pty Limited does not make any representations or warranties (express or implied) as to the accuracy, currency or authenticity of the information. enablehr and FCB Technology Pty Limited, its employees, contractors and agents do not accept any liability to any person for the information provided herein. The information does not constitute advice and we suggest that you engage professional advice if required. 18