“Your first 10 words are more important than your next 10,000.”

— Elmer Wheeler

Are your landing pages convincing enough to make people say YES?

Or do they backpedal out the door like a confused shopper in the wrong store? “Oh, I’m sorry, Harry’s Hats moved out two months ago. Want a good deal on a fish tank?”

Get your landing pages right, and you’ll enjoy the constant ‘ding’ of new customer emails. Get your landing pages wrong, and you’ll probably wonder if your email account is still working correctly.

So, you’ve done the hard work of getting someone to your website - great guns.

But what happens next is the really important bit.

And so, you’re probably wondering - what is a good landing page conversion rate? Well, according to the gurus at IMPACT Marketing:

“The average landing page conversion rate falls around 2.35%, while the top 10% are looking at 11.45% and above.”

So, for every 100 visitors you get, an average landing page will only convert TWO people.

But a great one will convert ELEVEN.

If that isn’t motivation to get your thinking cap on - I don’t know what is.

For your landing pages to be effective, you need to understand a little bit of the science behind them. And you need to get inside the minds of how your customers think, process information, and decide to take action.

Luckily, that’s what I’m going to teach you.

So let’s crack on.

1) Use Customer Reviews and Testimonials

One of the most powerful landing page strategies you’ll ever use doesn’t require deep insights, witty writing, or any marketing skills at all, really.

All you need to do is let your happy clients speak for you.

Potential customers don’t want to hear, “We’re great! We’re awesome! We’re the best!”

They really, really, really don’t.

Every business says it, most don’t even mean it, and customers probably won’t believe it anyway.

But do you know what they will believe? Someone they can relate to, gushing about how your company is so jaw-jarringly, mind-meltingly incredible that they almost had an aneurysm

…but like, a pleasant one.

Basecamp’s landing page hits you with a simple, clear headline - backed up by client reviews

Want proof? Well, an online survey found that 88% of people trust online reviews as much as a personal recommendation from a friend.

Just imagine if one of your close friends came to you and said something like this:

“They solved my annoying problem!”

“They saved me a stack of money!”

"I was sad - and they made me really happy!”

Hearing other people recommend your company in a genuine, relatable way is one of the easiest ways to eliminate doubt and build trust.

So don’t waste your breath telling everyone how great you are - let your happy customers do it for you.

Now we’re cooking with eggs.

2) EVERY Piece of Content Needs to Serve a Purpose

Every single word and image on your landing page should nudge your customer towards a YES.

And in many cases - the simpler, the better.

Remember, you’re not serving the full meal yet - just an appetizer or two. And make sure they’re the best ones on the menu.

And you don’t have long to work your magic either. In fact - you’ve got about 8 seconds.

The clock is ticking.

Uber’s landing page combines a solid headline with clear imagery and 3 punchy selling points. EVERYTHING on the page serves a purpose.

Exactly how long your landing page is should be relative to the commitment you’re asking the reader to make.

There’s a reason why the simple phrase “Do you want fries with that?” is so ridiculously effective. The stakes are low, and it’s just a simple ‘yes’ or ‘no’. But for McDonald’s, that extra little nudge has made them a Scrooge McDuck-style mountain of money.

Think carefully about what you’re offering. If your landing page is promoting something small, like signing up to an email list - I would keep it short and sharp. Present your single most compelling reason to sign up, and leave it at that. It’s a yay or a nay.

On the other hand, if you’re selling an expensive item or asking the reader to make a substantial commitment, then it’s fine (and generally preferred) to go into more detail. But you still want to make sure that everything on the page needs to be there. Every piece of text, every picture, every video, and every graphic.

Grab the scissors and trim the fat.

Industry research shows that longer landing pages can convert up to 220% better than shorter ones - when they’re used in the right situation. You can layer compelling reason upon compelling reason until the reader has no choice but to take the next step.

In the end, no matter how long or short the landing page is, remember this: communicate your most persuasive message from the fewest words.

Keep it short, keep it simple, and keep it punchy.

Focus on your strongest selling points, your biggest benefits, and the things that will make the reader say YES.

Shopify’s landing page is simple, yet remarkably effective. Clear, direct copy, a nice video, and multiple calls to action. And all completely clutter-free.

Once your customer takes the next step, then you can start a longer conversation. But until then, stick to your guns.

3) Videos Can Supercharge Your Conversions

People love videos. I know I do. And for most people now it’s their preferred way to digest content.

Autopilot’s landing page features video, a strong and simple message, plus a customer testimonial. This is great stuff.

Unfortunately, no matter how good your writing is - it’s easy to gloss over well-written text, or even great images. But an engaging video? That’s an incredibly powerful way to get peoples’ attention – and keep it.

According to techjury.com, using video on landing pages can boost your conversions by up to 86%.

Videos are an effective way to get your message across, establish trust, and keep those eyeballs firmly on the screen.

Of course - just like your copy - your video should be sharp and to the point. And just like your web copy, the length of the video should be proportionate to the commitment you’re asking from the reader.

Generally, your video should be 90 seconds long at most, and ideally less than 60. If you can’t get your message across in that amount of time - you need to re-think what you’re trying to say.

Your video should also contain a strong call to action - but only one.

Be very clear about what you want the reader to do - whether it be to subscribe, make a purchase, or take any other action.

If a person watches your whole video - or even just part of it - they should know exactly what to do next.

If you’ve got longer-form videos - which are also a great idea, by the way - they’re better-suited to post-signup or purchase screens, email content, and general website use.

Long-form videos are where you can have longer conversations with your readers, establish even more trust - and develop a great relationship.

But as far as your landing pages go: less waffle, more razzle-dazzle.

4) Talk About What It DOES, Not What It IS

This, my friends, is the golden rule of marketing.

It’s easy to get bogged down talking about features or tech specs. But landing pages are not the time or place for that.

Your products or services are awesome - you already know that – but what do they do? What problems do they solve? What emotions do they create? How do they make the lives of your customers better?

One of the best examples of feeling over features you’ll ever see.

For example, if you’re trying to sell me the world’s greatest vacuum cleaner – I literally have no interest in any of the technical details.

I don’t want to hear about the suction power, or the size of the bag, and certainly not how many different settings it has.

Instead, show me how clean my house is going to be.

Tell me how much time it’s going to save me.

Convince me that from the day I buy your vacuum cleaner – my life will be better than it is now.

I’m going to repeat the title of this section so that it sticks in your head: talk about what it does, not what it is.

Focus on the results, the positive emotions, and the overall good stuff.

5) If You Want the Sale – Ask for It

I worked in face-to-face sales for ten years, and I still remember the first - and best - piece of advice I was given, “Never be afraid to ask for the sale.”

After all, you’ve already done the hard work of getting someone to your website, wowing them with your headline, and convincing them that you’re offering exactly what they need.

Well, almost.

In many cases, people just need one final nudge to take the next step. And sometimes, it can be as simple as asking them to do it.

If you’re offering a great product or service, don’t ever be afraid to ask someone to buy it. Exactly how you do this will depend on your brand, the product or service you’re offering, and the type of customers you have.

But sometimes, if you don’t ask – you don’t get.

Now, Stop Procrastinatin’ and Start Convertin’

(Hopefully, you read that headline in a cowboy voice. Did it work? Let me know in the comments below)

The goal of this article was to give you some great ideas about how to use landing pages to convert more customers. And now’s the time for you to get out there and try them out.

If you need some extra help from a professional copywriter, then I’d love to work with you.

How about this: you provide great ideas - and I’ll translate them into perfect words.

Sounds like a perfect match to me.

If you would like to know more about me, you can view a collection of my previous work or get in touch with me using the form below.

And until next time, remember: don’t sell the steak, sell the sizzle.

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The EcoWriter Blog

5 Ways To Write Landing Pages That Actually Convert

Are your landing pages convincing enough to make people say YES?

Or do they backpedal out the door like a confused shopper in the wrong store? “Oh, I’m sorry, Harry’s Hats moved out two months ago. Want a good deal on a fish tank?”

Get your landing pages right, and you’ll enjoy the constant ‘ding’ of new customer emails. Get your landing pages wrong, and you’ll probably wonder if your email account is still working correctly.

So, you’ve done the hard work of getting someone to your website - great guns.

But what happens next is the really important bit.

And so, you’re probably wondering - what is a good landing page conversion rate? Well, according to the gurus at IMPACT Marketing:

“The average landing page conversion rate falls around 2.35%, while the top 10% are looking at 11.45% and above.”

So, for every 100 visitors you get, an average landing page will only convert TWO people.

But a great one will convert ELEVEN.

If that isn’t motivation to get your thinking cap on - I don’t know what is.

For your landing pages to be effective, you need to understand a little bit of the science behind them. And you need to get inside the minds of how your customers think, process information, and decide to take action.

Luckily, that’s what I’m going to teach you.

So let’s crack on.

1) Use Customer Reviews and Testimonials

One of the most powerful landing page strategies you’ll ever use doesn’t require deep insights, witty writing, or any marketing skills at all, really.

All you need to do is let your happy clients speak for you.

Potential customers don’t want to hear, “We’re great! We’re awesome! We’re the best!”

They really, really, really don’t.

Every business says it, most don’t even mean it, and customers probably won’t believe it anyway.

But do you know what they will believe? Someone they can relate to, gushing about how your company is so jaw-jarringly, mind-meltingly incredible that they almost had an aneurysm

…but like, a pleasant one.

Want proof? Well, an online survey found that 88% of people trust online reviews as much as a personal recommendation from a friend.

Just imagine if one of your close friends came to you and said something like this:

“They solved my annoying problem!”

“They saved me a stack of money!”

"I was sad - and they made me really happy!”

Hearing other people recommend your company in a genuine, relatable way is one of the easiest ways to eliminate doubt and build trust.

So don’t waste your breath telling everyone how great you are - let your happy customers do it for you.

Now we’re cooking with eggs.

2) EVERY Piece of Content Needs to Serve a Purpose

Every single word and image on your landing page should nudge your customer towards a YES.

And in many cases - the simpler, the better.

Remember, you’re not serving the full meal yet - just an appetizer or two. And make sure they’re the best ones on the menu.

And you don’t have long to work your magic either. In fact - you’ve got about 8 seconds.

The clock is ticking.

Exactly how long your landing page is should be relative to the commitment you’re asking the reader to make.

There’s a reason why the simple phrase “Do you want fries with that?” is so ridiculously effective. The stakes are low, and it’s just a simple ‘yes’ or ‘no’. But for McDonald’s, that extra little nudge has made them a Scrooge McDuck-style mountain of money.

Think carefully about what you’re offering. If your landing page is promoting something small, like signing up to an email list - I would keep it short and sharp. Present your single most compelling reason to sign up, and leave it at that. It’s a yay or a nay.

Grab the scissors and trim the fat.

Industry research shows that longer landing pages can convert up to 220% better than shorter ones - when they’re used in the right situation. You can layer compelling reason upon compelling reason until the reader has no choice but to take the next step.

In the end, no matter how long or short the landing page is, remember this: communicate your most persuasive message from the fewest words.

Keep it short, keep it simple, and keep it punchy.

Focus on your strongest selling points, your biggest benefits, and the things that will make the reader say YES.

Once your customer takes the next step, then you can start a longer conversation. But until then, stick to your guns.

3) Videos Can Supercharge Your Conversions

People love videos. I know I do. And for most people now it’s their preferred way to digest content.

Unfortunately, no matter how good your writing is - it’s easy to gloss over well-written text, or even great images. But an engaging video? That’s an incredibly powerful way to get peoples’ attention – and keep it.

According to techjury.com, using video on landing pages can boost your conversions by up to 86%.

Videos are an effective way to get your message across, establish trust, and keep those eyeballs firmly on the screen.

Of course - just like your copy - your video should be sharp and to the point. And just like your web copy, the length of the video should be proportionate to the commitment you’re asking from the reader.

Generally, your video should be 90 seconds long at most, and ideally less than 60. If you can’t get your message across in that amount of time - you need to re-think what you’re trying to say.

Your video should also contain a strong call to action - but only one.

Be very clear about what you want the reader to do - whether it be to subscribe, make a purchase, or take any other action.

If a person watches your whole video - or even just part of it - they should know exactly what to do next.

If you’ve got longer-form videos - which are also a great idea, by the way - they’re better-suited to post-signup or purchase screens, email content, and general website use.

Long-form videos are where you can have longer conversations with your readers, establish even more trust - and develop a great relationship.

But as far as your landing pages go: less waffle, more razzle-dazzle.

4) Talk About What It DOES, Not What It IS

This, my friends, is the golden rule of marketing.

It’s easy to get bogged down talking about features or tech specs. But landing pages are not the time or place for that.

Your products or services are awesome - you already know that – but what do they do? What problems do they solve? What emotions do they create? How do they make the lives of your customers better?

For example, if you’re trying to sell me the world’s greatest vacuum cleaner – I literally have no interest in any of the technical details.

I don’t want to hear about the suction power, or the size of the bag, and certainly not how many different settings it has.

Instead, show me how clean my house is going to be.

Tell me how much time it’s going to save me.

Convince me that from the day I buy your vacuum cleaner – my life will be better than it is now.

I’m going to repeat the title of this section so that it sticks in your head: talk about what it does, not what it is.

Focus on the results, the positive emotions, and the overall good stuff.

5) If You Want the Sale – Ask for It

I worked in face-to-face sales for ten years, and I still remember the first - and best - piece of advice I was given, “Never be afraid to ask for the sale.”

After all, you’ve already done the hard work of getting someone to your website, wowing them with your headline, and convincing them that you’re offering exactly what they need.

Well, almost.

In many cases, people just need one final nudge to take the next step. And sometimes, it can be as simple as asking them to do it.

If you’re offering a great product or service, don’t ever be afraid to ask someone to buy it. Exactly how you do this will depend on your brand, the product or service you’re offering, and the type of customers you have.

But sometimes, if you don’t ask – you don’t get.

Now, Stop Procrastinatin’ and Start Convertin’

(Hopefully, you read that headline in a cowboy voice. Did it work? Let me know in the comments below)

The goal of this article was to give you some great ideas about how to use landing pages to convert more customers. And now’s the time for you to get out there and try them out.