How to Get a Great Landing Page

victory imageA website landing page is the sales pitch you can’t give in person.

It’s the page that does all the heavy lifting of selling your product or service.  If your visitors aren’t buying your product, your landing page may need a makeover.

Here are some tips on how to make a great landing page.

A compelling headline

A great headline will get attention.  A poor one will be ignored.  If the headline is no good, nobody will read the rest of the copy.   Write a headline your readers can’t resist: create a sense of urgency,  create a contradiction, or promise an easy solution to a hard problem.

An introduction

Remind people why they came to your landing page.  Talk about the problem that your visitor has – which you can fix.  Or, get them excited about the cool tool or exclusive access they’ll get (but only if they buy).

Add more value

Then, you build on that.  Tell the visitor more about the benefits.   You can use bullet points,  but if you want a great landing page, they’ve got to focus on benefits, not features. Say, for example, you’re selling a cookbook.  Tell me about the delicious food I’ll be eating.  Show me pictures of it.  Give me a “taste” of the recipes.  Make my mouth water.  Explain how I can have a great dinner on the table in under 20 minutes (or whatever the premise of the book is).

Answer questions

Sales letters are often long because there’s no live person handy to answer questions.  So, you’ve got to include all of them (or at least the most common ones).

Add even more value

If there’s special access (book and limited consulting slots, special membership forum), tell me about that.  Why is it special?  What will it do for me?

Have a great guarantee.  Explain what it is, show how it removes the risks, and what to do if they need to use it.

Ask for the order

“It’s easy to get your copy, just…(click on this button, call our office, fill out this form).   Give exact instructions.  Spell it all out.  And, make sure you explain what will happen after they do so.  Have buy now links throughout the page — but not at the very top.

Show proof it works

Get testimonials. If your product is new, send out some samples.  If it’s not brand-new, get reviews from other clients who have used it.  Use their words (not yours).

P.S.  Don’t forget the P.S.  It’s an old direct marketing technique.  When people get a sales letter, they read the salutation, then look at the end. Like you just did.  ;-) Because, after all, we all want our marketing to be successful; trophies are good too.

P.P.S. If you’re in the U.S., enjoy your Memorial Day weekend.

Image thanks to :  svilen001

Enhanced by Zemanta

5 Quick Ways to Give Your Web Site a Lift

1) Know your audience

You wouldn’t talk to stockbrokers the same way you talk to teenagers. Discuss things they care about, in their language. Stockbrokers are obsessed with money; teenagers are obsessed with, well, other teenagers.

2) Invite interaction

If you sell products, make it easy to review and comment on them. If you have services, invite testimonials. Have lots of ways to contact you (prominently displayed). Don’t make people hunt for it.

3) Cut the friction

The site should be easy to use. If you cover particular topics on your blog, list them. If you have more than one niche, list those too.

4) Use internal links

Point visitors to other relevant content on your site or blog – encourage people to spend more time with you. The more great stuff they see, the more trust and credibility you build up.

5) Share

You don’t have to tell everyone what kind of toothpaste you like, but do tell us something about yourself, your background, and what brought you to start your company or your blog. If it’s a blog, put your picture on it. If it’s a web site, put your happy customers’ pictures on it.

Make your “About” page personal. It should read like a story about an interesting person, not a corporate bio written in the third person. You’re a small business, not a faceless corporation, it’s about you and your relationships with your customers.

Psst. Special free email ebook tomorrow.

Photo: Ivan Petrov