Years ago if you had asked me how to create landing pages that convert I would have suggested copying one of the successful marketing gurus.
It probably can still work for some. But if you are not an affiliate marketer for that particular guru you might have to get a little more creative, and more importantly, familiarize yourself with what will work and what will not.
It’s not just newbies. Many experienced marketers still have no idea how to create a landing page that converts. They can do A/B testing till the end of time, but tossing together various seemingly appealing elements might not cut it if the copy is not up to snuff.
Yes, it’s the copy, stupid. But if you are not a talented or experienced writer you may be leery of the process and not want to give it the old college try at all.
But lets be realistic. No, many would-be marketers do not have top-notch writing skills (the author included ), but there are some guidelines that can help you along.
By assessing your strengths and weaknesses in this regard you can decide:
(a.) He’s right. I suck at writing. Luckily I can afford to hire a freelancer.
(b.) I can’t even afford the course this guys selling. Maybe I could just learn a few simple writing tips that will help me along.
1)It is important to use the combination of a compelling sales pitch with some powerful motivational triggers. Many landing page developers use one but not the other. Without triggers like offer ends soon, guaranteed, supply limited, science-backed, medically proven, etc., many will not see the value of the product and not be interested in purchasing.
2)Though much will depend on the length of your message, be sure it does not ramble or go off in unhelpful tangents. Most importantly, there should be periodic opportunities to proceed with a purchase combined with additional selling points. Each point should be another reason to buy and/or be gradually reducing resistance to a purchase. These periodic calls to action (CTA) keep the customer focused on your ultimate goal.
3)Professional landing pages that convert will often have reasons to buy within a limited amount of time. One exasperating aspect of this strategy is that so many opportunities have these deadlines and so many of these advertisers are obviously just blowing smoke.
Nevertheless, smoke or not, the call for urgency is a subtle but effective psychological trigger for making purchase. You don’t want to be a phoney about this, but you should find some way of making the case to ‘buy now.’
Countdown timers and pop-ups are common strategies. A ‘warning’ that prices will be rising soon can be effective. And, if you are not the aggressive type, then a simple ‘supplies are limited’ might do the trick.
4)If your goal is not ‘selling’ a product (at least at the outset) but to build a mailing list then developing landing pages that convert has a few differences.
Giving away something for free is probably the most popular way to do this. Whether it’s a free lead magnet (ebook, video course, report) or a free trial (some ask for a credit card in addition to an email address) your main message should always be included in your headline.
The more psychological triggers could can fit into the headline the better, but remember to be coherent and inviting.
These list building landing pages usually have less information then those that are selling specific products. With the customer’s email you can now share the perks and possibilities to your heart’s content.
One thing to remember to reassure any visitors is to always add a caveat to your landing page that reads something like ‘we do NOT share your email addresses with sponsors or any third parties, and we do NOT run exclusive ‘sponsored’ emails on behalf of third parties.’
Lastly, knowing how to create landing pages that convert is not all that difficult once you get the hang of it. Still, there are many aspiring marketers who wouldn’t dream of building one.
It could be lack of confidence or a lack of time, or it simply could be that getting started involves learning so much new stuff that you don’t know how or where to begin.
In that case, I would recommend joining a community where the landing pages that convert are already prepared for you along with other marketing materials like emails, lead magnets, ongoing coaching and a sizeable array of products to promote.
You can get started by picking up a copy of The Affiliate Marketers Playbook or the Iceberg Effect: The Untold Secret of Affiliate Marketing Success.
You might also appreciate Creating Your Own Blog is Better for Business Even if You Hate Writing.