Landing pages are a must-have for any thought-out, effective inbound marketing strategy. They generate leads, those leads become sales opportunities, sales opportunities become money opportunities...and who doesn't want that?
With the growing challenge of attracting and holding people’s attention online, it’s more important than ever to build and optimize your landing pages to get people to convert. If you can't get people to convert, you lose the chance to understand them, nurture them, and sell to them.
If you want to start generating as many leads as you can for your business, it’s critical that your landing pages are designed, written, and optimized for conversions. If you want to learn more about how to do just that, then you've come to the right place.
Check out these five tips for writing surefire landing pages that rock your marketing strategy every time.
1. Know Your Audience and Speak Their Language
Potential customers need to trust you before they give you their information. You need to identify your target market and know what they need and why they need it. If you can show a prospect that you understand their problem, they're going to be compelled to click on your page. If you can show a prospect that you can potentially solve their problem, they're going to convert.
As you create your landing page, always point to your customer. If they use certain words or lingo, mimic that in your copy. Do they like bold designs and color or are they more traditional? Put in the effort to understand your customer so that you can create a page that feels like it was made for them.
Your landing page should match any other materials used for the specific offer you're promoting. Any ads, blogs, or emails you use to drive people to that landing page should include the same branding, positioning, and imagery. This helps people create connections between each asset and avoids confusion, which can lead to people losing interest in the offer.
2. Focus on Emotional Appeal
Landing pages are the perfect venue to appeal to a customer’s emotions. Think about how the problem they have might make them feel. Consider your customers’ fears, anxieties or desires when crafting your copy so the landing page speaks directly to them.
If you're only pushing your solution on them, you’re not giving your customers what they need and want. You need to pitch the benefits to your customer, why does your product matter to them? They don't care about the product, they care about how it impacts their lives. Does it eliminate a fear or help them reach a goal? That's what they want to know.
Bonus tip for emotional appeal: Use testimonials. Let your happy customers sell for you. Sharing testimonials show a prospect what they could experience, from people just like them. Now that's emotional gold.
3. Create Compelling Headlines
There is plenty of online noise today, making it more challenging to stand out from the crowd.
Here's the hard truth: not everyone is going to read every word on your landing page. Quite frankly, most people are going to skim it and make a quick decision on if what you have to offer is worth anything to them.
Compelling headlines are one way to catch a customer’s attention and entice them to keep reading. Headlines should be clear and they should address the needs of your customer directly.
Follow your headline with a sub-heading that pushes the benefits of your offer, use large and clear photos that help convey your message and use a strong CTA to seal the deal.
4. Nail Your CTA
If you don't ask for conversions, you won't get them. That’s why we suggest that you start with the end goal in mind – getting people to convert. Your headline, body copy, images and everything else should be building up to that conversion. Don't be shy and make the ask!
Writing CTA button copy is just as important, if not more so, than the rest of the copy on your page. Not only is the CTA one of the easiest parts of your landing page for a viewer to spot, but it's the one thing that finalizes the conversion.
Use action-oriented, compelling CTA copy to get your prospects to convert.
5. Test, Test, TEST
A good marketing strategy should be defined but able to be adapted, just like a good landing page! Your first iteration may not be the best, but you can learn from your mistakes. Maybe your headline isn't gripping enough, maybe you need to change a word to reflect something your customers say more often, maybe your CTA ask should be different...the opportunities for improvement are endless (unless you convert every single person that comes to your page. In that case, call us – we have questions).
Having tools that allow you to track and measure your efforts are imperative to efficient A/B testing. As you gather information on how your visitors and prospects interact with your content, you can make informed decisions on variables to test.
All in all, boosting conversion rates starts with great copy. These tips should help you craft copy that converts and point you in the right direction for the key points you need to focus on for your landing pages.
A well-crafted landing page offers substantial lead generation and ROI. Still not sure where to start? PPA can help you crush your conversions. Contact us today to see what we can do for you. Ready to talk? Call us at (614) 837-1998.