What’s the easiest way to increase your website’s conversions? Fixing the “issues” on your landing pages. Here are five landing page issues to look for that could be costing you conversions.
Issue #1—What’s Up With Your Headline?
Conversions start with having the right headline. It’s the first thing people see, and your one shot at communicating what your business is about so you can compel visitors to learn more.
Two good ways to make sure you’ve written a winning headline are:
- Picture your landing page empty, except for your headline—it alone has to get people to take action. Would they? If not, tweak your headline until they do.
- Does the wording of your headline sound natural when you say it out loud? Is it conversational? Would you say it in conversation yourself to a friend, family member, customer, or prospect? If it sounds goofy when you say it, it sounds goofy when your readers read it.
Issue #2—That’s it for the Copy?
Your copy matters—big time. If you don’t have great copy on your landing page, it’s like you’re keeping your best salesman from actually talking to your prospects. Don’t mute your best salesman, let words sell for you 24/7.
The best website copy is clear about your product/service, emphasizes the benefits, targets a specific audience, and provides a compelling reason why you have the easy solution to your visitors’ problem. It also gets your visitors pumped up about your product/service so they’re eager to buy.
Three good ways to make sure you have compelling copy are:
- Write to a specific audience. “Everyone” is never a good audience. Speak to your target in their language. Your copy should be drastically different if your audience is mothers of newborns than if you’re audience is physics professors. Write to them like they’re a friend. Regardless of who your audience is, never forget they’re people.
- Show them the benefits. Don’t talk about how great your product/service is, how much people love it, or how many times you’ve been featured in the media. People only really care about the benefits, not how many years you’ve been in business, or even if you’ve won industry awards. It’s all about benefits.
- Read it out loud. If it’s awkward, change it. Conversational copy that sounds natural is best. Just like with headlines, if it sounds goofy when you say it aloud, it’s probably not going to produce the results you want.
Issue #3—What Are You Offering?
Is your landing page focused on one thing? If you confuse your visitors, give them too many options, or make they have to think too much, you’ll often lose them.
People like things to be simple, so if your landing page headline and copy try to cover too much, you have a problem. Be specific about what you’re offering—if you sell boiled peanuts, do taxes, and build birdhouses, they each need a separate landing page (if not separate websites).
Issue #4—What Should I Do Next?
No call to action, or a really poor one on your landing page? You’re losing sales. You need a call to action to tell people what to do. It motivates them to take action. Whether you want people to call you, sign up for your email list, make a purchase, or anything else, you have to let them know what to do, and how to do it.
Think you’re treating your visitors like they’re stupid by adding a call to action button that says the obvious—like “Click Here to Buy Now?” Nope. People like directions. It lets them know they’re doing the right thing, and they know exactly what to expect upon clicking.
Stick with action words in each call to action, but avoid negative sounding words like “submit.” Nobody likes to “submit,” but people are happy to “send email,” “read more,” or “add to cart.”
If your landing pages aren’t converting, it could be your headline, copy, offer, or call to action, along with these other common landing page issues:
- It’s unclear—visitors need to understand what you’re about and what you’re selling right away
- It’s uninteresting—you have to grab them with your headline to get them interested
- It doesn’t make sense—yep, people may be scratching their heads at your landing page
- It doesn’t show your unique sales proposition—let people know why they should buy from you instead of from your competition
- You ask for too much info—people don’t like to give you their address, phone number, date of birth, or anything else private
Take a look at your landing page to see if these issues may be affecting your conversions. If so, taking the time to improve them could dramatically increase your sales.
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Founder and CEO at FullTraffic. Passionate about Search Engine Marketing and Optimization, regular writer for the FullTraffic Blog.