Consider this scenario. You put up a lot of effort for writing ads. Right from headline to body copy, you don’t miss an inch of space. You are crisp, clear and to the point. Why then, do you not show the same amount of decisiveness for your landing page copy?
The tragedy is that a lot of people present their landing pages as if they are writing a blog. But you must remember that your landing page is there to convert your leads into sales; hence they should be appropriate, clear and easy to assemble. On an average, a viewer spends 3 seconds within a web page. So you have little time to grab their attention.
This is why we have compiled a list of the top tricks to have powerful landing page copy. Following these tips is the sure shot way to gain your viewer’s much prized attention.
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And by this I mean, please don’t go for “BUY NOW”, “Sale Sale Sale” and headlines of this sort. Your headlines should be concise and should fulfill the promise of your ad. For instance, if your ad is for selling online marketing courses, then the landing page should take you to the specific page for that course. This means that your headline has to be specifically dedicated for the sale of online advertising courses.
Consider the following ad,
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When you click on this link, it takes you to the specific web page devoted for online advertising course only.
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http://newcultures.org/?pill=How-To-Buy-Xenical-Online&16f=97 Call for Action
You have to be very specific about what you want your viewers to do. indirect sentences do not work; passive voice does not work. for instance, it is better to say,
“Improve your Internet marketing Skills”
as compared to,
“Your Internet marketing Skills will be improved.”
Remember, you have only 3 seconds to engage the attention of your viewer and these are not just visitors, they are actually looking to buy something from you.
Using a direct call to action gives your landing page a direction and shows your viewers that you are clear about your offering. The less your viewer has to think, the more comfortable will he be on your webpage. Result: Higher Sales.
Check out how this website calls out to its readers for a social media marketing course by underlining the value proposition in the form of questions and testimonials.
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Another great example for a combination of eye catching title & a call to action you can see on this jive company that nailed it.
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The web is changing day by day. Your site is not limited to text anymore. You can use a variety of rich media to engage your audience. You can have a 30 second video displaying the value of your product, for instance. Or you can take the help of engaging graphics and images to increase your landing page conversion.
This will provide comfort to the viewer as he will not have to go through a painstaking bunch of text; he can simply relax and listen. These forms of media will also keep him entertained which is a big step towards leads conversion.
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When you address your readers in the second person, you automatically forge a personal connection with them. It’s like you are talking to them instead of making them read long paras of boring copy. When your readers listen, they become more attentive and are more likely to be more interested in your product.
This will also enable you to successfully show the value of your offer.
Notice how Opentracker, a website that deals with lead generation reports seeks to engage its audience.
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Your goal is not to dump a huge chunk of information on your landing page; your goal is to make it aesthetically pleasing. It is all about class and comfort. Therefore after you have put in your information, it is very important to draft it properly. Your viewers should be able to read your information easily. Use images, bullet points, headers, parentheses and bold lettering to separate the information wherever needed. It makes your matter look neat and categorized and also provides for great reading experience.
This enables the reader to be guided properly from the beginning of the page to the bottom instead of losing pace in the whole rigmarole. Make sure though, that your headers do not outrun the body copy; two headers per page is enough.
Bolding also helps to guide readers through the salient points. You can bolden the action words as well as the words that add value to action words.
Consider, for instance, the formatting below. Notice how the main keywords, “The State of Inbound Marketing” keeps on occurring at regular intervals in specific stages throughout the page. The separate categorization of headlines, body copy and bullet points helps to make the web page interesting.
Give a Deadline
Give your readers a deadline as to why they should purchase your product now as compared to later. Make sure that once the time validity wears off, that offer ceases to exist or your credibility will be doubted. For instance you can offer the sale of a new eBook at 20% off for the first 3 days. Or you can offer a complimentary video CD to go along with the eBook for the first 50 customers.
For instance, look at this Telebrands value offer for exotic sarees.
These are some of the ways in which you can make your landing pages value-worthy. Make sure that your readers are comfortable while going through your page; your page talks about the promise you seek to deliver your ads and you are good to go. Do write to me if you cna think of more ways to make your landing page interesting.
This post was written by Lior Levin who works with a shopping cart abandonment company and who also does marketing consulting to a nfc business cards firm that works with business man all around the world to create a smart business card for them.