Creating a landing page that sells your products or services successfully is one of the most important aspects of marketing. If you have been struggling to increase sales with the help of your landing pages, then it is about time to look for new solutions that could make your landing pages more successful. Here’s how to write an effective landing page that increases your sales.
#1 Focus on a Specific Audience
First of all, you need to know who your audience is and focus on that specific audience. One of the best things about using landing pages in your marketing is that you can create multiple pages for a single campaign and focus each page on a specific segment of your target audience. This will help you maximize the effectiveness of your landing pages.
Essentially, you need to personalize and customize your landing pages for a specific audience as much as possible. Take into account their likes, dislikes, needs, interests, education, profession, income level, marital status, and so on. If you can create a hyper-targeted landing page, you can increase the chances of converting a potential customer because everything you have put on the page will work towards a single goal.
#2 Meet Customer Expectations
Another aspect to consider is customer expectations and how you can meet them properly. You can be confident in your copywriting skills, but if you write copy for your landing page that doesn’t meet customer expectations, then having those skills will be pointless. When targeting a specific audience, you should already have an idea of what these potential customers expect from you.
Consider their expectations for everything – the design of your landing page, the copy on the page, your value proposition, the pricing of your products or services, etc. You should anticipate what they expect from you and act appropriately. If they expect to see an FAQ at the end with their most burning questions answered, add the FAQ. If they expect to see a casual tone in your writing, then make your brand voice casual.
#3 Have a Unique Value Proposition
While knowing and catering to your audience will already make a huge difference, you should still take into account the fact that your brand might not be so different from all the other brands on the market. What sets you apart from your competitors? Why should customers buy from you and not from them?
This is precisely why you need to have a unique value proposition. Whether it is a product or service that isn’t available on the market or a special price for the said product or service or something else, you need to create a value proposition that will persuade your audience to purchase from you.
#4 Start with a Strong Headline
It goes without saying that the body of your landing page matters the most, so your copy needs to be carefully thought out. However, it also matters how you start off – that is, with a strong headline. It needs to be attention-grabbing and relevant to your audience while also making them read further.
#5 Create Urgency and Scarcity
FOMO or the Fear of Missing Out has been used by marketers and advertisers for ages to stimulate people to make purchases on impulse. Landing pages are ideal for utilizing FOMO, so you should definitely think about ways you can create a sense of urgency and scarcity for your value proposition.
Do you have an exclusive product that has a limited quantity you might run out off soon? Is your special offer (e.g. free delivery) time-limited? Both of these are ways for you to create urgency and scarcity and utilize FOMO to persuade customers to purchase your product or service.
#6 Visually Structure the Page
Just like your website, your landing page needs to be designed well to provide visitors with a good user experience. Consequently, you need to think about ways you can structure your page visually in an appealing and easy-to-read way. Here are some tips to use:
· Use your headline and subheadings to divide the page into sections.
· Add quotes and lists to further break up blocks of text.
· Integrate visual design elements and visual content into your text.
· Strategically leave white space in different places to balance out your content.
#7 Eliminate Potential Distractions
When structuring your page visually, consider which elements you can get rid of to eliminate potential distractions. These elements of your landing page could disrupt the customer’s experience and prevent them from making their purchase.
If you have too much text, try to edit it in a way that will only keep the most essential parts. If you have too much visual content, delete those pieces that make your page look crowded. Any unnecessary action buttons, ads, and even constant pop-ups could distract the person and make them leave your landing page without buying anything.
#8 Use Special Offers and Discounts
As mentioned earlier, having a special offer (e.g. free delivery) can be a way for you to create urgency and scarcity. Moreover, special offers are a form of a unique value proposition as well as being very effective for increasing sales.
For example, you can use discounts as an incentive for customers to make a purchase while they can still get your product or service at a reduced price. You can also offer free delivery, unique kits with multiple products or services, discounts for future purchases, free demos of your other products or services, and so on.
#9 Add Your CTA Throughout the Page
Placing a CTA at least once on your landing page is crucial. But if you use it multiple times throughout your page, you could potentially see even better results. Try to integrate it in different ways (e.g. in-text, action button, design element), but don’t overuse it.
If you don’t know how to use your CTA multiple times in an effective way, you can find writers and hire them to help you include your CTA on your landing page in a smart way. Remember to only use one CTA while either keeping it the same for each time you use it or rephrasing it to some extent.
#10 Show Social Proof to Persuade
Social proof is yet another incentive for your customers to convert and make their first purchase. To put it simply, social proof serves as evidence that your brand is legitimate, your products or services are of good quality, and your past customers are satisfied with their purchases.
In most cases, social proof comes in the form of customer reviews and testimonials that you can find on social media and dedicated review websites. You can also use quotes from industry experts and even your own customer surveys as social proof. Add a separate section for social proof or integrate it throughout your landing page to support the points you make.
#11 Make It Mobile-Friendly
A lot of people today have smartphones and use them extensively throughout the day, so it would be naïve to expect all your potential customers to use their PC or laptop to access your landing page. This is precisely why you need to make it mobile-friendly and ensure that everything functions properly.
Even at the stage of designing your landing page, you need to take into account that it will have to look good and be responsive when accessed from all kinds of devices. So once you start optimizing it for mobile use, you will already be sure that both the desktop and the mobile version will be effective at providing a good user experience.
#12 Utilize Tools to Help You
Last but not least, don’t be afraid to utilize different tools to help you create your landing page. For example, you can already use AI to improve your content or make your copy better, but you can also use simple and common content creation and design tools such as:
· Grammarly – Grammar, spelling, and punctuation checking
· Hemingway Editor – Text editing for better readability
· Google Scholar – Search tool for finding academic texts to support your claims
· Canva – Graphic design and editing with numerous templates for different needs
All in all, there are many techniques you can use to make your landing pages more effective at selling your products or services. Make use of the tips in this article to start creating landing pages that are more successful at achieving the goals you set for your marketing campaigns.