gingerninjas

Your landing page is the first, and often last, an impression that someone receives for your product. It takes just a few seconds for a potential client to make their uncommitted mind up before moving on to your competitor who, let's face it, makes them feel a whole lot more welcome.

So, with so much pressure sitting on your landing page content, you might be pleased to hear that, regardless of your copywriting skills, you can implement a few strategies to create content that will convert. Every. Single. Time.

Here's my tips for creating landing pages that convert, I'd love to hear what works for you too:

Know your market: This is straightforward, but a lot of people fall into the trap of thinking that their landing page needs to appeal to everyone. Not true. You need to create content which will attract those customers who your product is designed for. High internet traffic is pointless if it's driving the wrong clientele to your site. Why? Because it won't convert. And what's the goal? Conversion. Whether your product is aimed at the 2.4 family or the young and carefree twenty-something living life in the city, you will write your copy completely differently. Picture your market, imagine you're them and now ask yourself the questions that they need the answers to; what need of theirs is your product meeting? What are their goals in life? Write as if you're talking to yourself. You'll be surprised at how easily this will flow. Next, all you need to do is watch your conversion rate go through the roof!

Use testimonies: OK, so who can sell your product better than anyone? A satisfied customer. After each and every sale, especially in the early days, ask our client to write you a testimonial. This doesn't have to be technically accurate so don't worry too much about their grammar skills, but it does need to be authentic. A happy customer can share what they love about your service, what they didn't love (great constructive feedback for you to improve) and what they'd like to see more of. Fill your whole landing page up with testimonies if you feel the need – someone who has used your service and has no vested interest in your profit margin has a much louder voice than someone who's trying to make their dollar.

CTAs are everything: A landing page without a call to action is like asking a question but not hanging around to wait for the answer. A well-crafted CTA will be the last push that your user needs to take action (it is that simple!) Telling potential customers all about your fantastic service but not telling them what they need to do to get it will have them searching for more – the answers of which they'll find with your competitor. Your landing page shouldn't leave any doubt of how your product can be accessed and to create urgency around this will be even more beneficial. ‘Contact us today' ‘Click here to purchase' and ‘Buy now' are all simple yet effective CTA's which do what? They convert.

Be short and to the point. A landing page isn't the time or place for mountains of text filled with jargon and industry speak. There's never a right time or place for that! You've only got a few seconds to tell your customer what you can offer them and how they can get it. They won't search for the answer; they'll skim your copy and draw out the bits that are relevant. Copy filled with jargon that somebody browsing needs to decipher before they take action will have them converting – just not with you, with your competitor! Be clear, concise, straight to the point and assertive.

Sell the benefits, not the product: Today's Google culture means that the majority of customers now know exactly what they want and how much they should pay for it before they land on your page. All they want to know by the time they get to you is how they can get it and why they should choose you. Answer those two questions and if your product's up to scratch, the conversion will take care of itself.

Pre-empt doubts: Once you're in the mind of your target market, you'll know a few reasons why they might not be entirely convinced of your product. Could it be out of budget? Could it be considered an unnecessary luxury? Is your product a little more out of the norm? Address their questions before they've had the chance to ask them. Most people will view your landing page with their objections already in mind. Quell these at the first chance you get and you're one step closer to that all-important conversion.

Proofread: This might not seem like rocket science to you, but you'll be surprised at how many landing pages out there are filled with spelling errors and grammatical fails. This does not instil confidence in your customer that you're thorough and meticulous. Apart from that, it's not pleasant to read either and will have your browser hopping over to your competitor faster than you can say ‘accurate sentence structure!' There are many proof-reading and editing tools online but if writing is not your forte, get someone else to do it for you.

The headline is key: This might sound like something that people say to you on a regular basis, and that's because it's so valuable and must be honed in on at every opportunity! Your headlines are bold; they stand out, and they need to tell the customer why you're the best. They need to roar and tell people why they've reached their final destination in their internet search. Those ten words need to light a fire in the belly of your customer, and if they can do that, the conversion is in the bag!

You don't have to be a marketing extraordinaire to create a landing page that converts. These few simple tips will lead to conversions every single time and keep your product head and shoulders above the rest! Good luck!