Most people have no or simply the slightest idea how to write a landing
page that converts. They put all the elements together, but they simply do not know
how to make a perfect arrangement that does the trick
One major problem is copy. And that's fine. Not everyone is going to be
an excellent writer never mind a copywriter. But as someone selling a product
or trying to build a list, it is important that you know your strengths and weaknesses
and that you either spend the time to overcome them or hire someone else to do it
for you.
With copywriting, for instance, it is important to use a mix of compelling
sales points with powerful psychological triggers. Most people who create a sales
page miss either one or both of those elements.
For instance, they might concentrate so much on building hype that they
don't actually explain what solution they are providing and for whom they are
providing it. If I don't have a specific problem that your product solves, why
would I buy it? I wouldn't.
Now, if they fail to sprinkle in psychological triggers, such as “scientifically
proven,” “guaranteed,” and “shocking,” no one will feel compelled to continue
reading, as the benefits will have a low or average perceived value.
In addition to these two problems, some sales pages lack coherency and
direction. The copy looks amateurish and it doesn't slowly grind forward,
breaking down the visitor's resistance to the sale and compelling him or her to
buy more and more at each sales point.
Additionally, if there aren't multiple calls to action – another form of
psychological trigger then a potential visitor might never feel compelled enough
to pull out his or her credit card on the spot and make the purchase.
In addition to careful copywriting, there are other important things you
must take into consideration when writing a landing page that converts. For
instance, it is important to build a compelling case for a time-bound offer.
Now, this doesn't mean you have to invent fake deadlines and constantly
revise them each week. This is a good way to guarantee your complete loss of
credibility in the shortest amount of time possible.
However, when planning your copy, you will want to make sure that you
constantly urge the reader to act immediately by inserting a number of “calls to
action,” as I've mentioned previously.
You may want to consider using fly-ins or pop-ups to create more urgency
or to make a time-bound offer. Perhaps you can use a countdown to build
urgency (i.e., when someone arrives at your landing page, they have five minutes
to purchase the product at the lowest price).
Now, if you're creating a squeeze page, you might want to employ slightly
different tactics. Rather than building a compelling case with multiple triggers
and calls to action over the course of 1000 words, you may want to simply
condense that all into a compelling headline and one paragraph of “benefits.”
For a completely free-to-join squeeze page, you more than likely wont have
a considerable amount of resistance to joining, unless the visitor:
a) Doesn't see any benefits; and
b) Suspects that you will sell their email address to spammers.
Both of these problems are relatively easy to overcome. In your headline,
simply state the exact benefits they will receive for joining – as always, mixing in
psychological triggers.
In your first paragraph of copy, give them a compelling reason to join now
(i.e., the price might go up, the list might become private, you'll get this amazing
report).
Now, to overcome the second problems, simply include a short line under
your opt-in form that explains that you will not under any circumstances
spam them or sell or give away their email address and name.
Get the secret software the Guru's use to rank their sites
page that converts. They put all the elements together, but they simply do not know
how to make a perfect arrangement that does the trick
One major problem is copy. And that's fine. Not everyone is going to be
an excellent writer never mind a copywriter. But as someone selling a product
or trying to build a list, it is important that you know your strengths and weaknesses
and that you either spend the time to overcome them or hire someone else to do it
for you.
With copywriting, for instance, it is important to use a mix of compelling
sales points with powerful psychological triggers. Most people who create a sales
page miss either one or both of those elements.
For instance, they might concentrate so much on building hype that they
don't actually explain what solution they are providing and for whom they are
providing it. If I don't have a specific problem that your product solves, why
would I buy it? I wouldn't.
Now, if they fail to sprinkle in psychological triggers, such as “scientifically
proven,” “guaranteed,” and “shocking,” no one will feel compelled to continue
reading, as the benefits will have a low or average perceived value.
In addition to these two problems, some sales pages lack coherency and
direction. The copy looks amateurish and it doesn't slowly grind forward,
breaking down the visitor's resistance to the sale and compelling him or her to
buy more and more at each sales point.
Additionally, if there aren't multiple calls to action – another form of
psychological trigger then a potential visitor might never feel compelled enough
to pull out his or her credit card on the spot and make the purchase.
In addition to careful copywriting, there are other important things you
must take into consideration when writing a landing page that converts. For
instance, it is important to build a compelling case for a time-bound offer.
Now, this doesn't mean you have to invent fake deadlines and constantly
revise them each week. This is a good way to guarantee your complete loss of
credibility in the shortest amount of time possible.
However, when planning your copy, you will want to make sure that you
constantly urge the reader to act immediately by inserting a number of “calls to
action,” as I've mentioned previously.
You may want to consider using fly-ins or pop-ups to create more urgency
or to make a time-bound offer. Perhaps you can use a countdown to build
urgency (i.e., when someone arrives at your landing page, they have five minutes
to purchase the product at the lowest price).
Now, if you're creating a squeeze page, you might want to employ slightly
different tactics. Rather than building a compelling case with multiple triggers
and calls to action over the course of 1000 words, you may want to simply
condense that all into a compelling headline and one paragraph of “benefits.”
For a completely free-to-join squeeze page, you more than likely wont have
a considerable amount of resistance to joining, unless the visitor:
a) Doesn't see any benefits; and
b) Suspects that you will sell their email address to spammers.
Both of these problems are relatively easy to overcome. In your headline,
simply state the exact benefits they will receive for joining – as always, mixing in
psychological triggers.
In your first paragraph of copy, give them a compelling reason to join now
(i.e., the price might go up, the list might become private, you'll get this amazing
report).
Now, to overcome the second problems, simply include a short line under
your opt-in form that explains that you will not under any circumstances
spam them or sell or give away their email address and name.
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