You only get a few seconds to make a good impression when a potential customer first visits your site. Your landing page needs to grab their attention right away. Effective landing pages are vital to successfully converting your potential customers into paying customers. However, it is not just the design of the page that matters; it's the content that matters most.
The question is…how do you make sure that your landing pages are doing what you need them to do? Most importantly, is your copy writing having a positive effect on your conversion rates or are you missing the opportunity to put your best foot forward to your potential customers.
- If your company and product are relatively unknown, the headline should state the promise, then be followed up with a subhead that describes the method. For example, “Lose weight fast” followed by “Our routine helps you shed pounds in 15 minutes a day.”
- If your product has been around for a while and people know what you promise, make your promise more specific. Instead of “Lose weight fast!”, you’ll want “Lose three inches in six weeks!” and follow it up with a more specific subhead.
- If the target audience is tired of people making the same basic promise, put the method first and the promise later. That would be something like “This 15 minute exercise routine works your whole body” and then follow up with “Lose weight fast—all the workout, half the time.”
- If everyone in your niche is doing the above, then it’s time to up your game a bit. Now you’re not just losing weight fast, but in the fastest way possible. The object here is to find the single most outlandishly awesome thing you can say about the product that is actually true.
- When every potential customer is bombarded with a million of these messages every day, as would be the case with weight loss, it’s time to get specific. Instead of targeting people who need to lose weight, switch your focus to a specific subset of people who need to lose weight. Something like “Still trying to lose pregnancy pounds?” would work here.
Above all, remember this...don’t make promises that your product cannot deliver! You don’t just want a one-time customer; you want a lifetime customer. This will not happen if your customer is disappointed with the results.