Successful internet marketing is all about adding value. Adding value for your readers, your followers, your customers, whoever. It’s not enough to simply tell people that you product is out there. So much can be had for free on the internet these days that you need to first offer something to your customers to draw them in (value!) and then make them a sales offer.
Of course, landing pages are no different.
But, too often when the conversation turns to landing pages marketers’ thoughts turn immediately to conversion rates and analytics. While the main purpose of the landing page is, of course, to move people farther into the sales funnel, it doesn’t mean that it can’t also add value.
And how do you add value to the landing page? The same way that you add value to any other page. With great content. Read on for some of the best ways to improve your landing page.
Speak in Terms of Value
Think about the typical person reading your landing page. They are already interested in your product. You know that. They’ve indicated their interest by clicking on your advertisement, or searching for your site. So you don’t need to sell them on generalities of your product. They’re already in the market. You need to sell them on why your product is better than everybody else’s.
Do this by using value-driven language which clearly and explicitly emphasizes the strengths of your product. Never focus on the weaknesses of your competitors’ products.
Use language such as “Increase site ranking,” “Double your monthly page views,” and “market leadership guaranteed” in order to drive home the point that your product is the best on the market, and that users of your product stand to benefit dramatically by using it.
Use Customer Testimonials
Customer testimonials can look outdated when they’re placed in print or static advertisements, but they’re the perfect fit for your landing page. As mentioned above, people who come to your landing page are already interested in buying. They’re already in the market. They’re just trying to determine who is offering the highest quality product at the lowest price.
Which is why it’s a great place to offer testimonials. Reach out to some of your best customers, and ask them to write a quick review of your product, or to give you a phrase that you can use as a testimonial. This will help you convince potential customers what you and your customers already know – that you’re offering the best product on the market.
(Image by Salvatore Vuono)