Chris Owen

Written by Chris Owen

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Tag it, trust it, convert it

If you missed the previous posts on creating the best converting landing pages then where have you've been? Obviously, as with most things these days, catching up in your own time is never hard to do so make sure you take a peek pre or post this, the third blog post in the series, which is a page of pure pleasure for anyone looking to learn the secrets of tags, trust and designing landing pages with mobiles and white space in mind. And away we go...

Tip number eleven: why it's essential to create cool tag lines

If you've read posts one and two in this series you'll already be well-aware that knowing your audience is the key to pretty much every lock when it comes to creating the best converting landing pages, and it's no different when focussing upon tag lines. Although solid tag line building can, at first, appear quite a tricky task, it gets a heck of a lot easier when you know your niche audience, inside and out. Combine this knowledge with a tried and tested structure and you're certainly going to be one step ahead of the pack - which is why I've shared my mama's very own secret formula just because, you know, I'm nice like that.

Mamma's secret tag line formula:

Best case scenario for client + most efficient time frame + any other issues that need resolving

For example: ethically-sourced burgers served in 15mins or they're free

Yummy, sustainable burgers served at speed, what's not to like? Especially when they're home made and not from a fast-food joint churning out a conveyor-belt of death...apologies, I digress.

Just use Mamma's secret tag line formula for yourself and stand back for success. Seriously, you can knock out 30 tags in under five minutes, easy. Go on, give it a go. I'm off for a burger.

Tip number twelve: Overcoming trust issues

You just know when a site feels right, and it's this level of trust that you need to instil in present and future clients in order to put them at their ease and buy, share and love your product or service with confidence. Earning trust takes time, but breaking trust can take place in an instant.

Below are a few of the issues that always crop up when it comes to undermining consumer trust.

Glitches in the matrix – fix any bugs or faults that appear on your best converting landing pages and throughout your site as soon as they occur. Check and check again, regularly, because bugs have a tendency of appearing through the cracks if left to their own devices for too long.

Badly conceived websites – poor design and generally archaic and clunky feeling systems will do you no favours. Your site is your shop window, make sure it reflects your dynamism, professionalism and expert knowledge rather than looking like it's covered in dust and dead bluebottles.

No concrete evidence – if you've got nothing in place to show how good you are, preferably a case study or an industry award, then how can a client trust anything that you say?

A lack of reviews – alongside concrete evidence it's always much more appealing to learn what other people thought of your services and what you did to rectify any mistakes.

Grammar and spelling – it can be a pain when you've written a huge piece of content only for one tiny spelling mistake to be singled out; however, this stuff really matters. Attention to detail, including proof reading, is essential even if you've got a GCSE English Grade C or above.

Everything is awesome!!! - the amount of exclamation marks and adjectives plastered all over your best converting landing pages will not make readers trust you.

In the post previous to this one, there are eight key points in tip number seven to help you write content that sells although, if you haven't any evidence relating to customer reviews, case studies, awards and testimonials, then it's still going to be tough to initiate that all important client/salesperson bond of trust.

But, if you don't have any clients how can you get any client reviews?

Basically, go and get some. Be bold. Hold a focus group. Invite people to use your product or service for free and get some feedback to use on your website.

The truth is out there, it's up to you to go find it.

Tip number thirteen: Pure and simple search engine optimisation

Get the basics of SEO nailed on to your best converting landing pages but don't lose sight of individual aims. By this I mean: do your keyword research and respect the heading (h1, h2 etc.) guidelines as specified in all good website blogs but don't confuse content for search engines with content for humans.

Keep things simple and follow a concise structure that enables your audience to learn more about you and your product as well as being effortlessly pointed in the right direction for a call to action.

It's like writing a song or a book. Write for yourself or for a niche audience, don't write for Simon Cowell or to get to number one in the hit parade (does this still even exist?)

Tip number fourteen: Fall in love with white space all over again.

Remember when you used to draw pictures where there was a massive white gap between the land and the sky? No? Well perhaps it was just me but if you're looking to create converting landing pages then best advice is to embrace white space like a three year old.

Mmmm, this stand out soooo much.

Giving your content and images the freedom to exist within their own white space is an essential vehicle for directing a reader's eye to exactly where you want them to look. Take out the clutter. Bring back some order. Less is more. Discover your inner-Scandinavian. Don't cram. Focus on one aim and don't deviate by putting obstacles in the way.

Embrace white space.

Tip number fifteen: Design for mobile straight from the off

There's no, should we or shouldn't we, if you have a website, customers will access it via their mobile phones, tablets, lap tops and any which else way they choose. Increasing your best converting landing pages requires you to take this into account, not just as an afterthought, but at the very early stages of designing or redesigning your website.

A responsive site is one thing, but, these days, it's simply not enough. Even though the vast majority of people use their mobiles to access websites and to purchase products, I'm still amazed at the amount of clients that I have that still tailor their site for desktop users first, phone users, second. Just because you or your boss might look at your company's website from a desk top, it doesn't mean your clients will.

Put yourself in the client's position. Think when, where and how they're going to be looking at your site and what's the best UX you can give them to create your best converting landing pages?

Customers also behave a lot differently when using their phone, perhaps due to the environment in which they're looking online or perhaps due to time constraints. Whatever the reason, the amount of info that a mobile user requires will be different to someone in an office on a desktop.

  • Don't stuff the entirety of your desktop site onto a mobile design.
  • Consider your mobile site as a separate entity to your desktop site.
  • You should think about what's really important on each page and then focus on this for your mobile-first site. (This is also a blessing in disguise for great design.)
  • Think about using the mobile-first strategy for the rest of your site when you're ready to scale up to a larger screen size – it works, trust me.

And there we are, the end of the third blog post in the series of four. You know what that means, right? For sure, just one more to go and you hold the secrets behind the best converting landing pages in the palm of your hand.