Are you having trouble getting people to buy your products? Does it seem as if nobody is interested in downloading your free offer? There might be an issue with your landing page.
A landing page is one of the most important factors in convincing prospects to become customers. If done correctly, your landing page can be a powerful way to get more people to buy what you're selling.
Keep it simple
Many businesses make the mistake of creating complex landing pages. When you have a landing page that is cluttered, it makes it harder for the prospect to understand the benefits of what you’re offering. The key is to make it easier.
Effective landing pages are simple. They are easy to understand. When a prospective customer views your landing page, they should be able to easily figure out the following things:
- What the product or service is.
- Why it benefits the prospect.
- What they need to do to get what you’re offering.
Be sure to include only the information necessary to address the issues listed above. Also, you need to make it easy for the prospect to access your product. If you’re offering a free eBook, don’t require the prospect to fill out too many fields. Only gather the information that you need. If you are selling an actual product or service, make it easy for the customer to purchase. The simpler your page is, the more it will convert.
Tip within a tip: Simplifying the design of your webpages and adding strong keywords can also help to increase your site's ranking in Google search results. Click here for tips on improving your SEO position to get your site noticed by more customers.
Use social proof
Social proof is one of the most powerful ways to influence others. People like to know that others have experienced the benefits you are promising. It makes them more comfortable with buying your product or service.
Fortunately, using social proof is easy. The easiest way to use social proof is to get testimonials from your previous customers. Ask them if they would be willing to write one or two sentences that explain how your company has helped them. If possible, have them record a video testimonial for your company. When a prospect sees and hears a previous customer shout your praises, they will be far more likely to buy from you.
If your business has been featured in multiple publications, make sure you display this on your landing page. You can strategically place their logos on your landing page with links to the articles that were written on your business.
Tip within a tip: Think you can fool your customers with fake reviews? Think again. Click here to see the free tool people can use to determine if a review or testimonial is fake.
Focus on benefits, not features
Any good salesperson or marketer will tell you that emphasizing the benefits your product or service offers is the key to getting prospects to buy from you. Your prospects are not concerned about the features of your offering. They are concerned with how your offering will benefit them.
So, what is the difference between benefits and features? Features describe what the product is. Benefits describe what the product does. Here’s an example:
Let’s say you’re selling online courses for real estate agents. Here are the features:
- The types of classes in the course.
- The training materials that come with the program.
- The online support students receive when they enroll.
These items are all part of the package your students will receive. The benefits would include:
- Actionable advice that will help them earn more clients.
- Knowledge of how to get more leads through their websites.
- Ongoing support to help students overcome the challenges they face when selling homes.
When you’re talking about benefits, you are telling the customer how your product or service will make your customers’ lives easier. You are communicating how your offering will help them solve their problems. This is what prospects want to see.
Create an effective call to action
This one should be obvious, but many business owners miss this part. Every effective landing page has a clear and concise call to action. You don’t want to make this too complicated.
Your call to action should tell your prospects exactly what you want them to do next. You also need to make sure you tell them how to do it. A call to action doesn’t necessarily need to ask the customer to buy. Maybe you just want them to watch a video, or share your content. Perhaps you just want them to download your free offer. Either way, you need to make your call to action clear. Also, avoid having multiple calls to action. This will confuse your prospect.
Why it matters
Landing pages are extremely important to your sales efforts. Your landing page must be designed in a way that pushes your prospect to take the action you wish them to take. The tips in this article will make it easier to convert more prospects and increase your sales.