*Click*. Uhh…no, I don’t want to get super free awesome hourly advice from your mailing list. GO AWAY, POPUP! Wait, what is this website even selling? And who is that smug, synergistic, suit-donning idiot in the stock image? There’s a 6-section form…that wants my…address…phone number…and my deepest…darkest…secrets? Which of the 4 big buttons do I click? NOT ANOTHER POPUP! *exits website*
The above might sound familiar. Like mad scientists, online marketers have been getting carried away when it comes to increasing their sites’ conversion rates. But instead of a conversion-bumping love potion, many sites offer visitors a splutter-inducing concoction that repels potential customers.
When you look at marketing from a cold, strategic perspective, it’s easy to lose touch. Each decision becomes more about numbers, and less about the real people browsing your website. As a freelance copywriter, I believe in a human-centred approach to marketing. Because irritating people into buying what you’re selling is not only devious, it’s also ineffective. Cut the crap, connect with visitors, and solve their problems? Now there’s a winning solution.
Write simply. Write truly. Write in their language. Vary your sentences. You are not a robot. The content is, by far, the most important element of your landing pages. A pretty page won’t sell your product or service. Well-written copy will. Here are some tips to get there:
Save the empty promises for your estranged childhood friend or that nagging mother-in-law. Every time you make a hyperbolic statement without supporting it with evidence, you alienate your readers.
“Revolutionise your invoicing system and make massive savings!”
“Save $1,500 with free, all-in-one invoicing”
If you don’t have evidence that your product or service works, that should be one of the first things you work on. Proving this to your prospects is both a massively important trust factor and selling point. Can’t prove it through facts? Use images or video to show it working. Get creative.
One of the most vital aspects of your landing pages are testimonials. Showing that you’ve solved the problems of people similar to the reader is a highly-effective strategy of winning them over. But people are suspicious. With the amount of dodgy product reviews or shady video testimonials used in bogus marketing schemes, wouldn’t you be?
Many landing pages cognitively overload their visitors. That is, they force so much in their faces that the visitor feels overwhelmed, and is likely to flee to the safety of some other page. Not only that, some of these methods can undermine any trust you could’ve built. Here are some common mistakes of over-eager marketers:
There’s nothing unethical about selling – as long as it’s done in a clear, transparent manner. Here are some tips to closing in an effective ye t direct way:
Have anything to add? Feel free to comment below with any thoughts or suggestions!