Chris Owen

Written by Chris Owen

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Five more tips for landing pages

Set up your landing page, communicate and sell like you mean it.

Welcome to the second in a series of four blog posts related to revealing the most important aspects of how to create landing pages that convert into sales.

If you missed blog post one, which covered the necessities of defining key users, the importance of content and fine tuning your niche, then there's still time to read it before we continue.

Alternatively, let's get stuck into five more top tips related to landing pages including how to sell like an American, how to structure your content and why it's important to introduce a tone of voice and content writing style guide in order to further increase your chances of online success.

Tip number six: unleash your inner-American.

If you've got a product or service then it's important to not be too British about it when it comes to selling. Unleashing your inner-American is about being big and bold and, let's face it, not British. Subtlety never one the hand of fair client and when you're competing on a global playing field it's important not to play down your achievements and release yourself from the shackles of awkwardness that can often befall even the most out going of entrepreneurs.

Yes, selling can be a bit 'in your face', a little too 'obvious' and, well, slightly unethical when it comes to touting a product that you're still not 100% happy with however, if you can so everything possible to ensure your customer's experience is the very best then, in a nutshell, that's a sale.

Go the extra mile, ask customers how they feel and, above all, don't be shy when it comes promoting yourself and selling with gusto.

Tip number seven: write content with design in mind.

Just a quick search unveils numerous blog posts on how to engage with an audience through adding content at a certain time and in a particular place to ensure it works to maximum effect.

The ability to not take content, or it's positioning, lightly can be the difference between a static, uninspiring landing page and a hot as honey dynamic landing page.

To kick things off:

Don't write content around the first or second person i.e. we want or I suggest. Write to provide solutions to problems and focus on creating an emotional outcome for the reader, one that benefits them and helps them resolve an issue.

Placing your content at random is not something that's recommended. Yes, it may be in the correct title or sub-heading but where it's read is equal to what is said. Catchy. Make sure that you're aiming at your audience at every step. Tell a tale, draw them in, get them to believe that what they're reading appeals to them and them alone. Give them enlightenment, something special.

The eight key points below have been tried and tested, by me, to create content that complements the lay out of a successful landing page:

The tag-line – this is your USP (unique sales pitch) promoted as a benefit to the reader (I'll be covering this in more depth in the next post – watch this space).

Promote your product's benefits in real terms – create a section that proves how you're helping people and why like-minded users love you and your business.

Issue sorting – this section should discuss problems and empathise with your audience so they can relate, emotionally, to similar problems that they've experienced.

Add some 'what ifs' – don't just focus on the positives and the benefits, make your audience aware that if they don't buy your product or service then it might be a heck of a lot harder to fix an issue further down the track.

Further proof – add some testimonials to show how well your product or service has worked for others. Try to create the 'sheep effect', a shared experience mentality, where missing out is not something your reader is readily going to want to do.

Resolve issues – describe how issues and problems can be easily fixed, for example: how landing pages can be used to increase conversion rates using a list of practical solutions.

Stat attack – display evidence with reviews and statistics to show how you've delighted customers in the past and provided a product that people rave about and are falling over themselves to endorse. For instance, use real quotes such as: “Thanks to your product my landing pages have now seen a clear 75% increase in conversions and as for levels of customer service, well, I was just blown away!” or something similar, anyway.

CTAs – cut to the chase and prompt a sale, a sign up or a line of communication. Remember, don't be shy. You want to make a sale and a call to action is one of the most important routes to do so.

Crafting content around a clear and concise series of sections is a sure fire way to get readers to engage with your business. When there's an obvious route within a landing page, readers will be able to follow it from beginning to end, with a call to action the final step on the road to a sale.

Just remember, the more your user is potentially having to pay then the more you need to sell the experience. E.g. SaaS businesses selling enterprise software for £100K need to cement a sales pitch before they'll stand any chance of coaxing a potential client into a sale. In this case, by offering a free app with all in app sales you'll create less of a perceived risk to entice the customer into at least entertaining the idea of purchasing your product.

Tip number eight: stick to one goal per landing page

It's after Easter. I appear to have become addicted to chocolate. Bear with me. So, I go to my local shop, not a small supermarket, a local, independently-owned, corner shop. I stroll down the confectionery aisle, well aware that I can purchase any damn bar of packet of chocolatey goodness that I set my mind to. And then I pause. Crunchie, Maltesers, Bounty, Biscuit Boost. Now, let me think...

I leave with nothing. I return home. There's a Cream Egg sitting on the table. I eat it. My child asks: 'where's my egg daddy?' I reply, 'It's gone son, it's gone.'

Landing pages that offer way too many options can often leave customers feeling confused and leaving a site with nothing. The less decision making your landing page requires, the better for your conversion rates. Keep your landing pages focused on one goal each and create content around this goal with one call to action to help the process become as smooth as a Wispa Gold.

Tip number nine: It ain't what you say, it's the way that you say it.

Obviously, your tone of voice will depend on who you're aiming at. High end professionals or full time parents; both parties are a niche within their own right and deserve content that appeals for all the right reasons. Create content that engages, empathises, stimulates, welcomes new guests and comes across as positive and not patronising, without being overtly casual or, equally, robotic.

It's really important to create content that sounds like it's from an actual person that the reader can relate to. Before you start to write, or employ a writer, create a content writing style guide that you can use across the board. The content style guide that I use for this blog is here whereas an equally impressive MailChimp Voice and Tone guide can be found here.

Tip number ten: avoid acronyms and specialist jargon.

This isn't always as obviously avoidable as you might at first think which is why it really pays to have someone, not from your industry, check that everything you've written makes sense, before you publish it on your landing pages. While you're at it, cut out the long words and fancy phraseology and write in laymen's terms without feeling the need to dumb down or patronise.

Ok, so we've reached the end of our second blog post on creating landing pages that convert. If you've stuck with it so far, well done, go grab yourself a Cream Egg and balance your blood/sugar levels in readiness for part three where I'll be focusing on the need for trust, empathy and much more besides. Thanks for your time.