I have been talking about the sales funnel quite a bit lately, starting with breaking down how you can create a Facebook Ad that converts (grab my free cheat sheet here) and takes your prospect to the next step on the “path to purchase”.
That is your landing page which must be similar in look and feel to your ad to make it a seamless transition for your lead something that is typically referred to as ensuring brand integrity.
Now depending on your business you either offer more value and entice your leads to get to know you better let’s say through inviting them on a webinar or preview call if you are a coach or if you have a brick and mortar business this is the place where you are first presenting your offer.
In either case what will make or break you here is your copy.
Let’s talk about how you can write compelling copy that will either get your prospect to sign up to come on that webinar or give you a ring and inquire further about your offer. What you want to do is stand out, excite and engage your audience.
But first things first. Even though I have a website, my preferred tool for creating quick landing pages is Leadpages.com. (And no, I am not getting paid to mention them, I am just sharing with you what I use in my business.)
I like them because they are templated, easy to use and have been proven to convert meaning they have been tried, tested and optimized to get your lead to take the desired action. And best of all I can create one in just minutes depending on the offer I am putting out. It really is that easy.
But even the highest converting Leadpage will not get your prospect to take the desired action if they are not drawn in by your copy and the flow of your page.
So here are the things you need to pay special attention to:
THE HEADLINE: This is what grabs your audience’s attention. It’s your opening statement. If they don’t like it they will click over to the next thing. So it warrants that you put a lot of thought into it.
It has to be strong and succinct and needs to include the HOOK – the promise of a benefit to solve a specific pain point your audience is experiencing.
When you are writing sales copy for your landing page, keep this in mind:
- What pain point is my audience experiencing?
- How does my product/service provide a solution?
Then craft a compelling statement that addresses this. This is your headline.
THE SUB HEADLINE:
This give you an opportunity to expand and create context around your headline. You are giving your readers additional information.
THE CALL TO ACTION:
Hugely important. You want to tell your prospects exactly what it is you want them to do next. Remember, people like to be told what to do and it has to be easy. So be as specific as you can with your call to action. Here are some examples: Sign up, Download, Learn more, Join me on x day at x hour for this live training,..
Now all of the above have to be shown ABOVE THE FOLD which simply means in the top part of your landing page BEFORE a visitor needs to scroll down to see more information.
If you grab their attention here, then they are more likely to scroll down ‘below the fold” and read the rest of the information on your page. Scrolling means effort on behalf of your prospect. If they do not see the benefit to them, they won’t read on.
If you have a website show your OPT-IN above the fold.
BENEFITS
Up next you want to highlight the benefits of your product and service. Be sure that they are providing solutions to the pain points your audience is experiencing. It’s always nice to list them out as bullet points for ease on the eyes. Most importantly use words here that your ideal client would be using. If you have done your target market research right, you know what those are.
TESTIMONIALS
This is a very powerful way to earn credibility. Share at least three testimonials from past clients who you have helped and let them explain in their own words how your product/service has benefited them. If you can include a professional photo, it makes your clients appear to be real people.
REPEAT CALL TO ACTION
After your powerful testimonials you want to repeat your call to action and really entice your readers to start acting on what they already know deep down inside. They want to learn more or sign up.
BONUS
This is a great way to create urgency. Include a bonus that has an expiration date like an ‘early bird special‘. This could be $$ off, additional time with you, a special gift,… in exchange for being a fast action taker.
BRING IT ALL TOGETHER
Remind them one last time WHY now is the time to take action, re-invoke the pain points and list specific solutions that your product or service will provide to alleviate them.
REPEAT CALL TO ACTION
Always end with a final call to action. They have read through all the great information on your page. Now is the time for them to take action.
As we are moving through the sales funnel one step at a time, stay tuned for next week’s blog where I will be breaking down your sales platforms,….
Much love,
Simona