Fact: It is easier to grow your business by increasing your conversion rates than by increasing your website traffic.
You want to focus on turning the eyes you have into paying customers rather than procuring more and more eyes. Your landing page better rock.
What is a landing page?: A landing page is a page on a website that traffic goes to in order to take action.
The purpose of a landing page: To persuade visitors to take action on your offer.
In order to market your business effectively and make as many sales as possible, your landing page better be hot, hot, hot. And it better contain copy that sells.
If you are a business with a marketing budget that includes Google Adwords, banner ads, PPC (pay-per-click) etc., a landing page is incredibly important. Instead of directing traffic from these clicks to your home page, you should be directing them towards a landing page, or basically a sales pitch.
Now, in all fairness, most small businesses don’t have the ad budget to be paying for banner ads that run across CNN and Google. So my best advice is to treat every page of your website as a landing page.
Which means every page of your website needs to sell. It needs to have the copy that drives customers to action. Your copy needs to show every visitor why they NEED your service/product. If they can’t have what you’re selling, they will suffer.
Next question. How to accomplish this? I’m going to admit it’s not easy. It takes persuasive writing. It takes understanding what your customers are really looking for. It takes a lot of trial and error. But in the end, if you nail that landing page, your conversion rates go up.
And now the part where the actual advice starts rather than me pontificating some more.
Here are 5 steps towards writing a landing page/home page that gets you results:
1. Provide a clear understanding of what you do
When visitors leave your home page, they should know what you do, how you can help them, and why you are better than the rest.
2. Provide a call to action
This means having clear, concise language where you tell your visitor exactly what to do. If we are not talking about a traditional landing page, but instead your home page, a call to action may be inappropriate. But make sure there is a call to action on another page of your website. If your home page does #1 really well, visitors are going to click on other parts of your site. Make sure the page(s) where you explain your services have a clear call to action on them. For me, just titling my services page Hire Me rather than Services is an instant call to action. Additionally, buttons are a great idea. If you can add a paypal button to the bottom of your sales pitch, you will grab a few impulse buyers. Here’s a great example of button usage.
3. Write in a clear and persuasive tone
Don’t fret about being witty or showcasing your personality (that should all be saved for your blog), but focus on writing copy that is easy to digest. I would go so far as to say, run it past an 8-year-old and make sure they understand what you’re saying. And please, not a smart 8-year-old, a really average one.
4. Place your important points in the first three sentences of your page
Don’t waste time with an introduction. Get to it.
5. Make it about your customers, not about you
I am a social media writer who specializes in blog posts, newsletters, press releases, and website content.
I help small businesses take their sales to the next level through focused, customized copywriting.
It goes from selling what I do, to selling how I can help you.
My last piece of advice? It’s a work in progress. Play around, test ideas, and while I would say the written word is 75% of an effective landing page, make sure the design works with it too.