How to perfect your startup support programme’s application page
A startup support programme’s application page is often the last hurdle before a working relationship can begin. Our tips can help ensure as smooth an onboarding process as possible.
You’ve done the leg work marketing your startup support programme effectively, and convinced a potential client to hop on board. What could possibly go wrong at this stage?
Not to be the bearers of bad news, but it’s still possible to spook prospective startups even this late into the onboarding process. An unoptimised application page can demand too much, cause confusion, or just simply put someone off by being poorly designed.
So, how do you avoid missing out on business and ensure that your application page is refined and compelling? Here are a few tips on keeping people engaged and ensuring they complete your startup support programme’s sign-up forms.
Use compelling calls to action
Keep in mind that most users will want to spend as little time figuring out how to navigate an application page as possible. You can ease this stress by creating simple, obvious buttons that encourage active engagement from a viewer.
Include compelling copy that is specific to your service or programme and avoid using generic language that could be ripped straight from a website creator template. Place an emphasis on the actual action you want a reader to take and include this on any buttons that feature throughout your application page.
Avoid standard phrases such as ‘learn more here’ or ‘sign up now’. These are uninspiring and won’t accurately reflect the specifics of your support programme. Try more intentional wording that includes a mention of your programme’s purpose and pushes for action.
Minimise the information needed from the applicant
We’ve all been put off by an application form or purchase screen that requires too much information. Some businesses ask potential customers or clients for all of their personal details straight off the bat, before they’ve even committed to anything.
This can be a big mistake, especially if your startup support programme offers very niche or complex services that demand a large amount of data from a potential client. To help streamline the process, consider a staggered approach that only requires users to give basic information to initially sign up.
Your application page might only include a few key submission boxes, for example, or ask for a name and email address first before proceeding with more nuanced details later. If you can offer a quote, preview, or sample of your support programme’s service, include this here to entice applicants to enquire further.
The first hurdle is to obtain any kind of commitment or show of interest. If your users are bombarded with forms from the outset, they may feel overwhelmed – and venture to a competitor.
Sell the benefits of the programme
An application page is a useful place to summarise and outline the core, key benefits of your support programme. Make sure to take advantage by clearly emphasising the positives your work will provide startups. There are various ways you can do this, both in terms of copy and visual design.
Consider including:
Checklists, bullet points or simple summaries of the main deliveries of your support programme
Intentional images and photography that reflect the type of applicants, companies and customers that your business or programme caters to
Quotes, case studies or testimonials that are clearly telegraphed throughout your application page
Logos of brands or businesses you’ve worked or collaborated with to demonstrate confidence in your programme
Remember to sing your own praises and make potential applicants aware of why they should be involved in your work. Some will need that last push to get over the line before fully committing.
Optimise your SEO
SEO is a crucial part of digital content marketing and strategy, including your application page. Strong copy, useful keywords, header tags and relevant hyperlinks can all help to boost your rankings and improve engagement numbers.
Research and evaluate keywords that are used within your sector and apply this information to your own copy. What terminology or language is used by competitors? How can you improve and stand out compared to other application pages? Be concise, purposeful and particular about your copy. Don’t waste a word.
For more information on SEO practices, read our blog post on creating written content that can boost your rankings.
Make it easy to find the application form
This one seems incredibly simple but can often be overlooked. An application page cannot be effective if nobody sees it, no matter how well optimised!
When constructing your website, remember that most visitors will have never seen your business before. They won’t necessarily know exactly where to go at first glance.
Online engagement is ludicrously competitive, and you’ll likely see a drop off in enthusiasm if it’s unclear where your application form actually is. Make it very obvious where to go by implementing signposts throughout your website, or even incorporating a popup that tells users they can apply for your programme.
At Inkwell, we create compelling content that connects organisations with startups and small businesses. Get in touch with our team for more details on how we can help your programme or initiative reach more entrepreneurs.
