3 LinkedIn Page Tips to Increase Website Conversionby Lisa Kalner Williams on Mar 12, 2013
While many companies have been quick to set up LinkedIn company pages, a vast majority of them have not optimized these pages’ ability to increase website traffic and conversions.
Don’t let your business page collect dust: try these three ways to provide LinkedIn users social proof, valuable content, and a customized path for landing on your website feeling warm and fuzzy.
1. Slider with clickable images
Note: The slider and the features that follow in this article all appear on the “Services” or “Products” tab of your business page. (Here’s hoping that LinkedIn makes these features more prominent on the business homepage in the future.)
The products and services tab gives businesses a slider to showcase three offerings to users. And images you put there are clickable — so, if you’d like, you can send users to three distinctive landing pages.
Here’s an example of one of the clickable slider images from Liberty Mutual — complete with a call-to-action button. Isn’t it nice that LinkedIn doesn’t discourage these calls for users to act off of their platform? (Ahem, Facebook.)
LinkedIn users can recommend each service or product you put on this page. The social proof opportunities here are stronger than any other online channel. For starters, they are far less canned than standard website testimonials and much more contextual than Facebook recommendations.
What’s great is that LinkedIn orders recommendations by connection type so that users can tap into their network and get additional information about the product from a connection they trust.
If you install the LinkedIn recommendation button on your website, you not only increase the possibility of more nods, but the number next to the widget provides your website visitors with great social proof about your product or service.
Membership software company Wild Apricot takes the recommend function to a whole new level — a sizable “LinkedIn Product Reviews” box on its homepage allows visitors to click through to its corresponding LinkedIn product page.
Does your typical customer need to see your product or service in action? Then be sure to add a demonstrative YouTube video to each product entry so that LinkedIn users get a greater understanding of how you can help them.
See what Dell does here with video, product descriptions, and recommendations? The more you emphasize the video and testimonial features on your LinkedIn pages, the better chance that users will click through your slider to get “next step” information about your business.
I’ll be talking about LinkedIn conversion tips as part of “10 Tactics for Converting Through Social” at the Conversion Conference West 2013. During my presentation I’ll share ways that your business can use simple tweaks on Facebook, Twitter, Pinterest, LinkedIn, and Slideshare to optimize website conversions. Hope to see you there!
Headline Photo Credit: Flickr CC/Max Klingensmith