So, you’ve got your product or service ready to go and you’re ready to start driving traffic to your website through paid advertising.
Before you pour your hard-earned money into advertising, ask yourself this, “Is my landing page ready to convert visitors into customers?” Without a high-converting landing page, you’re just throwing your money away.
I often refuse to run ads for prospects because I can see that they are not set up to generate return on investment.
There’s a lot that goes into a powerful online presence. Not all of it is required from day 1 – we all need to start somewhere – but the businesses who generate the best results online have most or all of the following:
- A well thought out offer supported by key messaging created with their ideal client in mind
- A powerful sales page built to convert
- A strong online content strategy which focusses on content that converts
- A strong social media presence on at least 1 key platform
- An email list growth strategy
- Strong email marketing strategy
- Consistent core content creation
In this blog post, we’ll look at different things to consider to help ensure your landing page is optimised for success.
Understand your ideal client
Deeply understanding your ideal clients – their frustrations, pain points and dreams – will enable you to create a landing page ready to convert.
Talking to existing clients every single week allows you to capture the language they use, and incorporate this into your copy.
If you have 2 very different ideal clients, you need to consider different sales pages for these 2 avatars.
If visitors don’t understand what your landing page is about or how to use it, they won’t convert. Make sure your page design is clear and user-friendly. Ensure writing is readable over any background you may use.
Use a layout that is easy to navigate and has a clear flow that guides visitors to take action.
Don’t forget to check this on mobile and on desktop.
Text or ‘copy’
Persuasive copy is key. And it shouldn’t all be about you, your business. It should highlight the outcomes and benefits the reader can expect if they sign up to your lead magnet or purchase your product or service.
If you’ve done your work on your ideal client you know exactly what they are looking for and your copy can speak to that.
Keep the copy on your landing page concise and to the point. Too much text can be overwhelming to visitors and makes it easy for them to lose focus on the primary message. Use short paragraphs, bullet points, and headings to break up the text and make it more digestible.
Adding a 1,2,3 process of ‘how it works’ really helps to break things down for the reader.
One of the biggest reasons people don’t convert on landing pages is because they don’t trust the website or the company behind it.
If you’re brand new to market you need to figure out different ways to develop trust.
Have some people test your service for free in exchange for a testimonial. Be more visible on video to build trust online.
Show up consistently online.
Adding trust signals like customer testimonials or security badges will reassure people that their information is safe with you and that others have had positive experiences dealing with you before.
Call-to-Action (CTA) Button
The CTA button is a critical component of your landing page. It should stand out from the rest of the page and make it easy for visitors to take the next step in signing up for your service or product. Use a clear, concise, and action-oriented language to encourage the visitor to click.
Focus on the Benefits:
Instead of listing features, focus on how customers will benefit from using your product or service to encourage them to sign up. Use language that creates an emotional connection with your visitor and highlights the problem your product solves.
Creating a high-converting landing page is critical if you want to generate a positive return on investment (ROI) for your advertising budget.
Make sure your page design is clear and user-friendly, keep the text concise and focused on the benefits of your product or service, add trust signals to create a sense of security, and make the CTA button clear and action-oriented.
If you want to understand more about leveraging social media, email marketing and core content together for more success online, grab my free ‘Power of 3’ training today.