1. Make Sure You Target the Right Audience: Before jumping in and making a bunch of changes to your landing page, take the time to make sure you’re marketing your page to the right target audience. Ask yourself:
- Who will read this page?
- What do I want them to read?
- How do I want them to feel?
- What do I want them to do?
Make sure your page focuses on answering those questions from the headline and body copy to the testimonials and call to action buttons. If your landing page isn’t reaching the right people, your conversion rates will suffer.
2. Write Headlines That Connect Emotionally: Your landing page headline is the first thing users see when they visit your page, and there’s only a few seconds to grab their attention. So, it’s crucial your headline is bold, straightforward, and resonates with your audience well. Great headlines should offer visitors something promising and encourage them to continue down the page.
3. Ensure Your Copy Understands the Problem: Too often, brands don’t completely understand what their audience needs; resulting in messaging that doesn’t connect. You need your copy to relate with users on their level, reassuring them you know the problems they face. If you’re struggling to express how your product or service can solve a problem, try a copywriting framework to ensure your message hits that mark.
When you tell a story using the following framework, visitors typically convert at a higher rate:
- The story with a character like them
- who has a similar problem
- and meets a guide like you
- who offers a plan to solve that problem
- and invites them to take action
- which helps them avoid failing
- ending in success.
This framework helps you understand exactly what your audience is looking for and craft a clear message to address their problem.
4. Offer Something Users Value (Above the Fold): It’s easy to waste valuable landing page space introducing your business above the fold. Truth is, people don’t really care.
Instead, as soon as a potential customer lands on your page, you should tell them how your product or service benefits their lives and solves their problems. If they want to learn more about you, they can keep scrolling. Before you naturally have to scroll down the page, it’s easy to see what they do and how their software can improve conversions for small businesses.
Doesn’t it make you want to learn more?
5. Include Reviews and Testimonials: Consider the last time you hovered over a purchase button. Did you confirm your purchase right away, or did you wait and look for recommendations first? In fact, the majority of customers will search for reviews and testimonials before making a decision. Try placing your reviews or testimonials near important elements on your landing page. For example, a carousel of testimonials near your call-to-action button can work wonders for lead generation and conversions.
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