you’ve gotten traffic flowing towards your site, you now need to make sure the
landing pages they arrive on can keep your visitor’s attention and convert
views into sales.
should come as no surprise to learn that most readers don’t take in every word you
provide them on their screens. They scroll through and skim, looking for what
catches their attention, and if nothing does, they leave quickly.
we are going to discuss a few ways that you can make your landing pages grab
(and keep) their attention.
Writing For One
Approach writing your copy as if you
were talking to one person. Start by making a list of questions about what they
might need, what problems they are dealing with that led them to your site, and
what solutions your product can provide. Focus on the benefits that will come
from purchasing your merchandise or services.
Start by isolating what you want each
page to focus on and how it relates to your potential customers’ needs or wants.
Your headline should be short and concise, ideally 10 to 15 words or less in a
bold, eye-catching font and style. Start right away, highlighting how this page
is the answer to a problem they have or how it can provide them with something
they need or want.
Customers are looking on your pages for
something that will help them fulfill a need. Perhaps it is transactional, they
are looking to buy, or maybe they need information, and a search engine or link
sent them to you.
Identify what business objective you
want your landing page to accomplish; product sales, informational, or a
gateway to other pages. Then create a page that focuses on that one objective
and how it will alleviate their need.
Less Is More
There is a great
temptation when writing content to use buzzwords and key phrases that stuff
your post full of words but end up offering little overall value. Try not to
overthink the concept you are trying to convey.
Keep the sentences short and to the point.
Excess clutter on
your landing page can cause confusion.
Each page should focus on one thing; one product, one service, and one
solution. Studies have shown that having too many options can turn customers
away. The longer it takes to make a decision, the more frustrating it becomes,
prompting them to give up.
The Human Touch
or industry-speak can be off-putting, remember to try and write as if you are
talking to a friend. Use natural speech
patterns and familiar words that can be understood by the majority of the
population. Grammar is always essential
but the rules can be bent a little if it still sounds like something you would
say in a conversation. Use short, concise, and clear sentences.
Many of our professional copywriters & content writers have a rule of thumb when it comes to writing landing page copy where they use single-syllable words as often as possible because they can be read easily, remembered quickly, and don’t sound contrived or unduly formal.
successful salesmen have always relied on the personal touch, approaching each
person as just the one they were looking for to show them this unique product.
They identified the person’s problem and then offered the ideal solution.
Customers can now research anything and everything online. They can compare the
reviews left by prior customers in a matter of moments and no longer need a
salesman to give them a list of the features and options. What the salesman has
to offer now is emotional understanding and validation. Show them how their
lives will improve by listing the benefits, not just your products’
If your customers follow a link to your landing page, make sure the texts
match each other. If the ad they clicked on is for a sale on particular items,
make sure the page they land on is part of that sale. Keep your wording
consistent between the two. The ad and the landing page should be offering the
same thing, a link in an ad that takes them to the home page or an unrelated section
of your site is an easy way to cause someone to give up on the process.
People abandon shopping carts frequently
online due to difficulties in maneuvering around the site. For example, they
might click on “Add to Cart” and are then taken to another page that
shows what’s in their cart. If there is no obvious way to get back to the
product pages they were looking at, they will now have to maneuver through a
menu and start searching your site, which many find to be a hassle.
Call To Action
A call to action
(CTA) is a button, link, form, or clickable image that prompts your customer
into engaging directly with the site. They can be the buttons for adding items
to their cart or links to a related article. Anything that prompts interaction
will help keep their focus on your page, and the easier it is for them to
understand the CTA’s purpose, the better. Clearly label all buttons and use
text for links instead of web addresses.
Many readers don’t
make it past the first 60% of the page before deciding if they are interested
or not, so try to put your CTA’s towards the top half of the page. Remember,
nearly all sites have their menu buttons, account logins, and shopping cart
icons at the top of the page, making them easy to locate.
The ideal landing page is easy to
navigate, uses clear and concise wording, and tells a cohesive story using
images, headlines, and text.
By using some of the tips and
techniques we’ve discussed today, you’ll hopefully be on the path to better
conversion rates, and ultimately, a better ROI.
Read more: ppchero.com