When it comes to converting your viewers into customers, one simple tweak can make or break your entire process. While everyone puts at least some kind of thought into their landing page, few people actually research how to optimize the space and create a page that truly drives sales. Here are a few simple do’s and don’ts to consider when analyzing your landing page.
1. DO Make a Clear CTA
Your call-to-action is one of the most important components of the landing page, so make sure it’s clear what you’re asking people to do. Sign up for a mailing list? Call to schedule a free consultation? Buy a course? No matter what your actual CTA is, make sure it’s clearly defined at the end of the page so people know what they’re being pitched.
2. DON’T Look Cheap
People can tell if you’re planning on using low-cost visuals and cheap copy to plaster all over your landing page, so spend the time to make it look right. If you spend any amount of time reviewing pages within a single niche, you’ll be surprised to see how many of them use the same images, the same bullet points, the same everything. Go the extra mile to make yours look special and your customers will repay you with business.
3. DO Explain your Value
What makes you different from your competitors? What about your business makes you unique? Is it your price? Your customer service? Your reputation? Whatever it is, begin your landing page with your most valuable proposition and then fill out the landing page from there. You want people to understand your value from the get-go or else they’ll stop reading well before you get to pitch them your CTA.
4. DON’T Speak to Everyone
Marketing is all about traffic. You want a billion eyeballs on your page to be sure, but what you want more than that is the right eyeballs (i.e. the people who are most interested in actually following through on your CTA). For that reason, make your landing page laser targetted to your ideal demographic and buyer. If you’re creating a landing page for your author site, make sure everything in it is specific to that genre of readers. Don’t try to speak to everyone or you’ll miss your most valuable market.
5. DO Utilize Reviews as Social Proof
Building a website these days is so easy. The easiest way to build landing pages for WordPress, for example, is to simply use a plugin. It’s quick, it’s easy, and it’s efficient. Most of those plugins allow you space for extra things, such as pictures, buttons, and others, but make sure you take advantage of some of the copy and images to put images of your reviews front and center. If people see that others have bought from you and are satisfied, it’ll spur them on to act as well.
Landing pages are important. The last thing you want to do is let your customers fizzle out at the end of the buying process and leave a trail of abandoned carts behind them. By implementing a few simple ideas, you can turn those fans into followers and supercharge your buying process.
