After you’ve created your awesome website, and sometimes even before that wonderful day, you’ll need to create a landing page, or two. These purpose-driven pages are the key to driving the right people into your programs and events or purchasing your products and services. You want to be ready to “meet and greet” them with a landing page that converts them into clients. These landing page hacks will ensure that you’re putting your best content and persuasive tools out in front for your audience to fall in love with and start buying from you.
What is a Landing Page?
Before we get too far down the rabbit hole, let’s get clear on what type of landing page I’m referring to, since there are lots of them. The landing page you’ll discover how to tweak for conversion is actually called a sales pages. The goal for the page is to “close deals” or sales. Without sales, you’re really not in business or you won’t be for long.
The total, whole purpose of your sales page is to stand in for you being there, in-person to:
- Answer any and every question your prospect may have
- Cover and crush all objections
- Make the prospect feel awesome about purchasing
- Dispel any doubts about you being the one that can help them solve their problem
It’s a tall order, but totally doable . . . when you know how to present the information.
How Does a Landing Page Work?
Your sales landing page or sales page does its best work, which is turning a prospect into a client, when the information presented flows seamlessly from section to section and leads the prospect to the conclusion that they must have what you are selling.
I say client, in the singular tense and not the plural because you must adjust your mindset to think of talking to only one person. Your client avatar, a representation of your actual client base, is who you are talking to. The avatar represents your client in every way, her dreams, needs and wants, plus her vulnerabilities, wishes, pain, what have you. (My avatar is a female, so all my references will be directly related to her.)
[Tweet “Your client avatar, a representation of your actual client base, is who you are talking to.”]
Your avatar is the person you are talking to and your vehicle of communication is the sales page. Convince this one person and you can convince the thousands of others she represents who are just like her.
Each section of your landing page tells a story. Not a “Once upon a time . . .” story, but your story, plus your prospect’s story. The story begins with the problem she has and how it has worked her nerves so much that it’s now waking her up at 2am or keeping her from going to sleep at all. I explain all about the 2am problem in my book.
She is now desperate to find a solution and rid herself of this pain and then she finds you and your landing page. Hallelujah!
Now, all you need to do is show her via the landing page, HOW you’ll stop her pain and make her a happy camper.
Best Practices for Landing Page Design
Watch the video I created for my Facebook group about landing pages. It will help you understand more about landing page layout, design, and best practices.
— CSI, Inc. (@csicorporation) July 3, 2019
Now that you know the basics for creating a great landing page, let’s get into the hacks that will convert web traffic into paying clients.
Use the right Wording
A simple choice between THIS word or phrase and THAT one can mean the difference in hearing “Cha-Ching!’ or not.
Get vs Order
“Get” seems to be the choice instead of using “Order.” Using A/B split testing results by UNbounce in an article on CrazyEgg.com, they concluded that using the word “get” in your CTA (call to action) garnered 14.79% more conversions in one test and 38.26% in another. The word “get” inspires action and mentally we know something good is coming.
Learn vs Discover
My book editor, Candice L. Davis, taught me this hack. She explained that when you use the word “Learn,” it signifies that you have work to do. Seeing the word may take you back to your school days. Either way, it makes you think about the effort you’re going to output.
However, when you use “Discover,” it sounds fun and adventurous. And makes you think of the good time you’re about to have. So, instead of saying, “You’ll learn . . .” substitute, “You’ll discover . . .”
Irritate Her Pain Points
Remember, your avatar is on your sales page because she has a problem to solve. The pain of dealing with her problem is unbearable and she needs a solution. You are the bridge between where she is now and the freedom she wants to embrace, away from the pain. You don’t have to scare her into buying, but you do need to irritate that pain a little so she realizes she’s in the place to get her much-needed solution.
Know Her Why
The key to getting clients to buy is to know WHY they want or need to purchase in the first place. Their WHY dictates everything they do. So, knowing WHY means you know her. Without this very important information, you can’t “talk” to her, tell her stories, overcome her objections, or cause her to reconsider saying “No.”
A CTA is what you tell people to do once they read your copy, watch a video, or consume the benefits you tell them they’ll receive when they purchase. People need to be told what to do: Click here, Buy now, Get your ticket, Enroll now. Whatever your outcome is, that’s what you need to tell them to do, but no more than three times. Meaning 3 buttons that encase your CTA. Anymore than that and you’ll be pegged as being “salesy” or just plain annoying.
Use STOP Words
Words are powerful because they evoke emotion. The old saying about words not hurting you is so untrue, but you’re not trying to hurt people’s feelings. Your goal is to make them feel that they MUST purchase.
STOP words are those words and phrases that make people STOP. LOOK at what you’re saying and THINK about their next move. I learned this tactic from Brian Dean.
Here are the ones I use most often:
- What’s the real story?
- I can’t emphasize this enough
- Bottom line
- But here’s the catch
- How can you actually use this?
- Here’s the deal
- The best part
- Why does this matter?
- That’s not all . . .
Know What They Want
Here’s an excerpt from my book, UN-Market Your Business: 10 Ways for Savvy Entrepreneurs to Stand Out, Stop Struggling, and Start Profiting
My mentor, Rob Schultz, is a business coach, speaker, and on-line strategist. He says that, to be successful, you have to sell your ideal prospects what they want, and then when they purchase, give them what they need.
That may sound counterintuitive, but it isn’t, and here’s why. Buying is an emotional decision; people buy what they want, not what they need. For example, your ideal prospects may wish they had more time in the day to do what needs to be done, but have no idea how to accomplish this. Since you are a productivity coach, you create a product that will help them.
Look at these two examples of marketing copy. Which one do you think would appeal to your ideal prospects in solving their problem?
- How would you like to free up 2 hours in your day?
- This scheduling software is easy to use.
Which example would grab your attention faster?
As the expert, you know that your prospects need your scheduling software, but they want to free up time in their day. If there’s a disconnect in how you communicate to your audience about solving their problem, they’ll never see you as their solution provider.
To be successful at providing your ideal prospects what they really want, you have to know what keeps them up at night. Or better yet, what wakes them up at 2:00 a.m. and has them so frazzled they don’t even consider going back to sleep.
These are emotional items related to how your prospects feel, not tactical, how-to issues. People lie awake at night due to worries, fears, excitement, or anxieties. They don’t wake up wondering how they’re going to learn something or what new product to buy. They’re concerned about the end result they’ll have and the feeling they want to experience.
Branding Voice and Tone
It’s easy to fall into the “used car salesperson” mentality where you are trying to sell, sell, sell. Your avatar doesn’t want to be sold, heck, YOU don’t’ want to be sold, but she does want to solve her problem.
Using your branding voice throughout your sales page will resonate with the exact people who want to buy.
Are you considered to be funny? Tell your stories with humor infused.
Is your personality a little on the dry side? Use that as a connection piece.
In other words, be you. Be the fun, exciting, dead-pan-faced, don’t-understand-how-to-tell-any-jokes person that you are. And use the copy, graphics, and layout of your sales page to get your point across and turn your prospect into a paying client.
The only reason for this sales page is to present your offer as the solution for your avatar’s problem that they want solved right now! Use these tools to achieve your outcome.
Placement: If you have pictures of people, make sure they are looking in the direction of something important on the page, like a benefit point or the CTA. Don’t have them staring off the page. Your audience will follow their gaze and may even bounce off the page.
Flow: Your landing page has a story flow.
- It starts at the beginning, with a problem
- You irritate the issue with examples
- Offer a look into a future without your offer (before you even present it)
- Share with them the possibilities your offer brings to them and then BOOM!
- You present your offer and they purchase. Along the way, you back up your claim with testimonials, stats, and real-life scenarios.
Urgency: You want clients now and they want a solution now. Perfect! Use countdown timers, temporary deals, Take-Action bonuses, pre-sales deals, FOMO (fear of missing out), and timing words like; No, low, now, without, limited, reduced, soon, and stop. All these together, placed strategically throughout the page, move people to Take Action.
Stats and Numbers
Numbers get people to pay attention, especially when it concerns their use of, non-use of, missing out on, or being involved with something awesome. Plus, numbers make your page easy to scan and then decide if they’re willing to read more.
[Tweet “Your avatar doesn’t want to be sold, heck, YOU don’t’ want to be sold”]
This should go without saying, but ALWAYS spell check and grammar check your writing. There’s nothing more distracting than to see an obvious misspelling or misuse of a common word. Can you avoid errors 100%? Nope. But you can certainly avoid 6 or 7 mistakes in a row. Your audience might be able to forgive you for one or perhaps two mistakes, but if they see it’s a pattern, they will bounce. Grammerly and the Hemmingway App are excellent tools to assist you with better writing.
Never forget that people are busy. The average person had the attention span of a Goldfish. Yes, a goldfish, how long do you think that is?
When your avatar lands on your page, you need to hook them so they stay and consume the whole thing. The first thing they’ll see is your juicy headline that screams the problem they want solved. Now that you have them hooked, don’t lose them with fluff and distraction. Get rid of your extra, flowery, words. They know you have the solution so get to it. Write your content in blocks or chunks of short paragraphs and use bullet points to emphasize key benefits.
Use photos, graphics, and client testimonials to drive home the pain irritation and also the possibilities they will experience by working with you.
Finally, make your CTA Big, Bold, and Red.
By using these 11 landing page hacks, you’ll put your sales page way ahead of your competition that has no idea any of this exists.
If you’re still confused or find that knowing and using these hacks are overwhelming, we need to chat. Schedule your Online WOW! Assessment with me so we can talk about your landing page or sales page needs and get you to converting that traffic into paying clients.