The Landing Page: A Must-Have for a Website That Sells
It’s a common problem: you have a great website, your marketing is on point, and your goods/services are top-notch. BUT NOBODY IS BUYING ANYTHING! You know your product is worth buying, but no one seems to believe you. What are you doing wrong? In today’s post, I’m going to let you in on a simple secret for a website that sells.
As a digital marketing agency, it’s our job to bring viewers to the beautiful landing page we crafted for your business. As a content developer, it’s my job to make sure those visitors don’t leave without buying your product, enlisting your services, or at the very least, taking a metaphorical business card for future consideration. With strategic digital marketing, you attract an audience to your brand. With strategic content development, you turn an audience into clientele.
What exactly do I mean by content development? I’m talking about words – for the most part. The look of your website and the visuals it boasts definitely play a role. You could write the most gripping sales copy this world has ever read, but it won’t mean jack if your page gives visitors the inexplicable feeling that they’re about to be mugged. How do you structure the content on your landing page to increase sales? Simple.
The internet is a freeway, overrun with forgettable, generic statements. Your landing page is your billboard. Your audience is busy, impatient, and bombarded with information. In less than 30 seconds, your viewers will arrive at one of two conclusions:
- You can’t help them.
- You might be what they’re looking for, and lingering for just a little bit longer couldn’t hurt.
If you’re already earning the second impression often, give yourself a pat on the back and get back to work, because once you’ve grabbed attention, every statement that follows must be designed to hold it. If you’re struggling to make a good first impression, turn your soft-spoken landing page into a killer billboard with these 5 elements.
1. The Hook:
Put something in front of me that I can’t look away from. An eye-catching image or a relatable message. This could be your tagline, a question, a quote, or a looping video. The possibilities are endless and will depend on the type of individual you’re trying to attract.
2. The Benefit:
How will I benefit from what you’re offering? What are you going to do for me? Your audience doesn’t care about what you can do – not yet. Consumers don’t purchase an item for the sake of an item. We purchase an item because it will benefit us in some way or another. Instead of stating a feature or a detail, declare a benefit.
3. The It Factor:
Why you? With innumerable companies across the valley that offer what you offer, why would I come to you? Do you provide features, products, or benefits that nobody else does? Are your prices unbeatable? Are you an award-winning expert in the field? Tell your audience why they should care about your business.
4. The Social Proof:
Who are you and why should I trust you? Is your brand recognizable? Is your company name memorable? Identify yourself loud and clear. Tell the audience who you are, brag a little bit, tell them a relatable story, show them your trophy room, or let your well-known brand speak for itself.
5. The CTA:
You’ve caught their attention, you’ve interested them in your service, and you’ve impressed them with your originality. You’ve come so far. It’s crucial that your soon-to-be customers know how to proceed. Confusing directions or unclear expectations will negate your entire pitch. Whether it be a contact box, submission form, or a check out button, make sure you walk your visitors through the entire process with clear instructions, a simple setup, and direct call-to-action buttons.
By structuring your landing page like a billboard, you’ll be able to catch the eye, hold attention, and sell with confidence.
Do your current landing pages command attention, hold the interest of a high-speed audience, and convert leads into life-long customers? Ours do. We create high-speed, intelligent landing pages that step forward, shake hands, and lead your audience through an experience that’s both captivating and refreshingly simple. If you’re in need of fresh, engaging landing page design, you know where to find us.
Luke Heinecke
Founder/CEO
Luke is in love with all things digital marketing. He’s obsessed with PPC, landing page design, and conversion rate optimization. Luke claims he “doesn’t even lift,” but he looks more like a professional bodybuilder than a PPC nerd. He says all he needs is a pair of glasses to fix that. We’ll let you be the judge.
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