To be straight up and honest the local businesses I have worked with have no (or simply the slightest) idea how to write a landing page that converts.
Instead, the owner or the “marketing” team slop together elements that they have seen used in other landing pages – but usually fail to develop a landing page that converts visitors into leads.
By not understanding what it takes to write and design a high converting landing page can bring up abandonment issues and waste your advertising budget because your cost per lead is through the roof.
But that doesn’t mean we can’t improve upon this area of your marketing funnel. You just need to know how to fix the problem.
Not that said, I’m aware that you may have heard that you need to consistently split test your landing pages from the “so-called” gurus out there but if you’re investing into Facebook Advertising consistency is key here. This Facebook algorithm is a different beast.
It’s all about trust and consistency with Facebook.
So, when you get a page that is working well… Stick with it!
Focus On Your Copy
You see, one major problem on landing pages I notice is the copy. And that's fine. Not everyone is going to be an excellent writer and you don't need to be – never mind a copywriter.
But as someone selling a local service or wanting to build an audience of prospects, it is important that you know your strengths and weaknesses – and that you either spend the time to overcome them or hire someone else to do it for you.
With copywriting, for instance, it is important to use a mix of compelling sales points with powerful psychological triggers. Most local businesses who create a sales page miss either one or both of those elements.
For instance, they might concentrate so much on building hype that they don't actually explain what solution they are providing – and for whom they are providing it.
If I don't have a specific problem that your product solves, why would I buy it? I wouldn't.
Now, if they fail to sprinkle in psychological triggers, such as “scientifically proven,” “guaranteed,” and “shocking,” no one will feel compelled to continue reading, as the benefits will have a low or average perceived value.
This comes down to knowing who you are writing the copy for. That means investing time and money into understanding your customer better than they know themselves.
This gives you ammo when developing your landing page and allows you to tap into consumers pains and how you can help solve them.
Deliver An Irresistible Offer
You're also going to want to dial in your FREE lead magnet offer. You can go out and hire the best developers on the planet to develop your landing page but if you’re not offering something that is appealing... that page won’t convert very well for you.
The best advice I can offer about lead magnets is to give away the house.
Make your offer so irresistible to your ideal client/customer… it’s a no-brainer to sign up for your lead magnet.
I've seen some really ugly landing pages do very well that had me scratching my head trying to figure out why...
Well, it was the offer on the pages that was converting. You see, the offer was so compelling and valuable it attracted the right people and converted at a high percentage.
And that really should be your main goal with your page. Don't worry about other metrics. Focus on conversions percentages and the quality of your leads.
That also goes back to your advertising copy and I'll be covering that in another article.
Know Who You're Writing For...
Defining your ideal customer is one of the most important activities you could do before marketing your business. If you don’t take the time to figure out who it is you serve it’s going to make it very difficult to create lead capture pages that convert into sales or commissions.
Here’s an analogy to run with. You’re a real estate agent and you want to run ads to first time home buyers.
Your plan is to drive Facebook traffic to an external opt-in page that will capture prospects information.
This is where you roll up your sleeves and get to work.
Here are a series of questions to ask yourself about your ideal client:
- What does your client see?
- What do they see that they don’t have but really want?
- As a first time home buyer, what are their hopes and dreams?
- What challenges do they face on a day to day basis?
- Who are they surrounded by on a day to day basis?
- What does their inner circle telling them?
- What source of information do they respect the most?
- Have they heard that someone in their city has the solution they are looking for
- What’s their “why”?
- What’s the bullshit story they are telling themselves to why they have not achieved their goals?
- What do they gain from taking action?
This is just a list to get you started. I would encourage you to take your time with this and really get into the emotions of your customer.
The work will pay off and translate to your advertisement copy and even on your sales consultations. The more you can tap into the pain points of your audience the more you can connect with them on an emotional level.
Remember, people buy with emotion and from people they know, like, and trust.
Your Landing Page Should Flow Well
In addition to not understanding who you are speaking to with your ad copy, some sales pages lack coherency and direction.
The copy looks amateurish and it doesn’t slowly grind forward, breaking down the visitor’s resistance to the sale – and compelling him or her to buy more and more at each sales point.
Furthermore, if there aren’t multiple calls to action – another form of a psychological trigger – then a potential visitor might never feel compelled enough to input contact information or pull out their credit card to make the purchase.
In addition to careful copywriting, there are other important things you must take into consideration when writing a landing page that converts.
For instance, it is important to build a compelling case for a time-bound offer.
Now, this doesn’t mean you have to invent fake deadlines and constantly revise them each week. This is a good way to guarantee a complete loss of credibility in the shortest amount of time possible.
However, when planning your copy, you will want to make sure that you constantly urge the reader to act immediately by inserting a number of “calls to action,” as I’ve mentioned previously.
You may want to consider using fly-ins or pop-ups to create more urgency – or to make a time-bound offer. Perhaps you can use a countdown to build urgency (i.e., when someone arrives at your landing page, they have five minutes to purchase the product at the lowest price).
Now, if you’re creating a squeeze page, you might want to employ slightly different tactics. Rather than building a compelling case with multiple triggers and calls to action over the course of 1000 words, you may want to simply condense that all into a compelling headline and one paragraph of “benefits.”
For a completely free-to-join squeeze page, you more than likely won’t have a considerable amount of resistance to joining, unless the visitor:
- Doesn’t see any benefits; and
- Suspects that you will sell their email address to spammers.
Both of these problems are relatively easy to overcome. In your headline, simply state the exact benefits they will receive for joining – as always, mixing in psychological triggers.
In your first paragraph of copy, give them a compelling reason to join now or sign up for a phone call (i.e., the price might go up, the list might become private, you’ll get this amazing report).
Now, to overcome the second problem, simply include a short line under your opt-in form that explains that you will not – under any circumstances – spam them or sell or give away their email address and name.
This will put your landing page visitors at ease and get them to put their guard down a bit.
Ok, so I hope this article about landing page copy was of value to you. I do my best to keep you update on all of the latest tricks of the trade so to speak.
And if you would like to improve upon your marketing funnels and sales systems I've got something that can help you out with increasing the conversion rate on your landing pages which will drastically decrease your cost per opt-in.
I put together an in depth "private" client case study video that reveals how we help one local brokerage generate over $100K in advertising profits from Facebook ads alone.
You can get the FREE training by clicking the "get the case study" button below...